But at Cougar Automation, a small system integrator in Waterlooville, near Portsmouth, they think differently. The firm's tagline is 'Real people - real solutions', and it's reflected in the slides they put up during their presentations - not endless PowerPoints of data but Cougar people in various offbeat guises: windsurfing, mountaineering or spending time with their family.
Cougar's staff are relaxed, empowered and work as a big family - their mantra is 'Happy people equals happy customers'. They've learned the power of listening to customers rather than talking to them; their way of working with clients is centred on mutual trust and open communication, rather than rigidly adhering to service agreements or contractual small print.
Cougar has embarked on a significant journey in the past couple of years.