My 30-second elevator pitch has evolved to include ATM repairs.
So someone in the elevator will see my MacMedics jacket, shirt, or tool bag and asks, “What exactly is MacMedics?”
I say, “MacMedics is an Apple Authorized Macintosh service and consulting business. We service and maintain Macs at ad agencies and other places where pre-press and graphic design happens on a Mac like at corporate graphics or marketing departments. We like to say we’re in the ATM repair business, because when your Mac is broken or slow, you’re not making money.”
I got a huge dose of this wisdom this recently. A guy who lives and works near our shop has a video production business. He’s been asking about maybe getting a new Mac for the last year or so.
We exchange e-mails every so often when he has a question about his Mac or to ask if we need any video production help. I saw him at Subway not too long ago and he let me know that he might be getting a new Mac soon.
He came into the shop with his older MacBook Pro that was really sick. He had tried to run a Firmware update while he was in the middle of a project and it failed, thus making the unit inoperable. It’s not a common occurrence, but we do see it from time to time. As soon as it happened he ordered a new MacBook Pro from somewhere else, and then brought that in so we could transfer his data from the old unit to the new unit. Sadly, we could have saved him even more time if he had purchased the new Mac from MacMedics.
Normally this is not a big deal. We set it up the new MacBook Pro to migrate and it failed about 75% of the way thru. We tried a few other things and tried again, and it failed a second time. We then began to suspect the drive might be failing as it was getting kind of noisy and it was getting pretty hot as well.
I decided to go ahead and clone the drive on our data recovery equipment, so I could copy the data off the drive quickly. I then had to fix that data in order to get it into to shape to migrate it. His hard drive was a huge mess. The report on the drive was seven pages long! The total process ended up taking several hours and it delayed him over 24 hours from the point where his old unit blew up.
So, he’s a professional guy who makes his living with this MacBook Pro, and he had no back up, and he’s never had the unit serviced or looked at. This MacBook Pro is really his ATM cash machine as it provides him with all of his bread and butter for his business.
This is a fantastic case study in why a little preventive maintenance goes along way. If you treat your Mac like your very own ATM machine, you’ll never have these problems. Let’s get real here? Are you going to let your ATM degrade to a point where it stops dispensing cash.
1. This client’s MacBook Pro is well over two years old, so if we had seen it at any point recently, we would have most likely replaced the unit’s hard drive proactively and serviced the unit.
2. If this client had ever consulted with us at all, we would have made sure he had a back up system in place.
3. Our clients who follow us on Facebook, Twitter, and our e-mail newsletter all know never to run an update to fix a problem, and never to run one while on deadline.
4. A little bit of annual maintenance and an automatic and tested back up system pay for themselves very quickly.
We’re friendly with this fellow, so if had stopped and called us on the phone, we would have been able to tell him all of this. We love to talk shop. If you have questions about how to treat your Mac like your very own ATM machine, just pick up the phone and give us a call!