'It's an exhilarating and challenging business.'

PAUL LUKE enjoyed seven successful years with Sainsburys before joining the Dixons Group. Having developed a real passion for computers and their possibilities he got in touch with PC World. He's now General Manager of the £15 million PC World Luton store.

'When I joined as Trainee Deputy Manager, PC World was in its early days but there was plenty of enthusiasm, products and potential for expansion. I could see that the company shared my belief and excitement that things were going to change in a big way. It's an exhilarating and challenging business that's developing all the time. I've had so many memorable moments here, getting a real buzz from planning and delivering presentations to suppliers as well as training and promoting staff. I originally thought Dixons had a very aggressive 'take no prisoners' sales culture, but now I see it's more passionate than aggressive. It's about improving all the time and never settling for second best. It's about building lasting customer loyalty and developing our people too. As far as my development goes, in the next five to ten years, I'd like to move up to a regional role.

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