Any successful businessperson will tell you that the key to success is passion. Passion sets the great apart from the good, the winners apart from the losers. And passion for Macintosh computers drives the technicians at Computer DNA to successfully run one of the few Cincinnati consulting, service, and sales firms that caters to the Macintosh community.

"Every tech here has a passion for the platform and a love of Apple computers you just don't see with PCs," says Computer DNA's co-owner and co-founder, Vic Pramaggiore. "People get evangelistic about Apple; they love their computers. It's kind of a mystique."

Pramaggiore's passion for Apple computers dates back to 1995, when he and DNA co-founder Michael Bell decided to leave Cincinnati Computer and form a firm that could give more focus to the needs of Mac users.

By 1996, Computer DNA was providing fast and reliable sales and service to Mac owners. Since then, DNA has grown out of a warehouse in Lockland to its current offices in Blue Ash. What sets DNA apart from its competitors is the business-to-business relationship with its clients, according to DNA office manager Lauren Howard. "We like to keep our clients in business. We're not going to charge them out the nose, because we want them to stay in business so we can stay in business," Howard says.

Computer DNA provides services to major corporations such Scripps-Howard, Ethicon Endosurgery, and Western-Southern Life, while also servicing individual home computers. Although Apple products are most widely used in print houses, ad agencies, and school systems, Macs are often the weapons of choice for the less technically savvy customer who wants a machine that is easy to use and reliable. Macs are more user friendly, aesthetically pleasing, and less susceptible to viruses as compared to PCs, Howard says. "Macs are the Mercedes-Benzes of the computer world."

DNA employs five technicians. Pramaggiore hopes to add one every year as the demand for the company's services grows.

"A lot of startup companies try to grow too fast. They don't spend their money wisely. We just need to continue steady growth and focus on our consulting," Pramaggiore says. "Once you make it past four or five years for a startup company, you're there."