Rob Sims

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Rob Sims

Director for strategy & business transformation, Elite Group

Tell us something most people won't know about you

I'm actually a really nice guy.

What has been your highlight of 2018 so far?

Personally, getting married to the love of my life. Professionally, the big steps forward our business is making.

Who would play you in the film of your life?

Daniel Craig... obviously.

Which tech firm (other than your own!) do you most admire?

Amazon - hitting a trillion dollar value from selling books!

What is your guiltiest pleasure?

Burning money on cars.

What is the most irritating tech buzzphrase of 2018?

‘Data architects' (aren't they data admins?)

What would be your first act if you were made Prime Minister?

Increase entrepreneur relief to fuel the lifeblood of the country.

What's the biggest untapped opportunity facing the channel?

Balancing the demand for ever-increasing levels of service across more complex products with reducing prices.

What is your most treasured possession?

My dad's watch.

What do your family think you do all day?

Eat, drink and be merry.

Who has been your mentor in business?

I have been lucky enough to have two key mentors, one in the Army and one when I first joined civilian life. While totally different circumstances, both taught me to believe in what I did, trust my instincts and build strong teams.

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