The people that form it, first and foremost. That is why I love the way this company chose to showcase their people on their web site. First you see the information labeled ‘IMPORTANT’, which is the stuff that goes on a CV, the tidbits customers NEED to hear. Then there is a second link titled ‘CRUCIAL’, which talks about what makes them as a person. Not that they love bike riding and sailing, but the information that really makes them who they are. And that is what customers really WANT to hear. Kudos.