This chapter presents an analysis of intranet postings generated within a Swedish web consultancy during its pursuit of a tobacco company as client. Drawing from theories of crisis management, Beers Fägersten focuses on the emergent conflict and debate between employees who are in favor of having a tobacco company as a client, and those who are against it. The intranet thread reflects the use of discursive strategies typical of conflict management, but also strategies specific to the digital environment. A recurring theme in the debate is the navigation, negotiation and distinction of personal vs. corporate identities and interests.