But Duncan Bannatyne has no such high-minded ideals. "I have nothing against people who want to work a nine to five," he says. "There’s absolutely nothing wrong with that. No one in my family has ever come to me and said, ‘I want to start a business’. If they did, I’d love to help, but it’s not something that’s ever happened."
Bannatyne’s comments come in light of the media furore surrounding his brother, who recently joined the I Hate Duncan Banntyne Society on Facebook and told The Mirror "I’m ashamed to call him my brother".
"He was angry because I said he had no ambition," says Bannatyne. "But I don’t think that’s a bad thing. One of my kids is in recruitment, one wants to pursue a singing career. Just because that’s different from what I do, does not make it wrong."
The Scottish Dragon, who’s worth an estimated £200m, has been through the media mill recently. "That’s the only downside to fame," he says. "When people sell stories about you to the press."