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Lord Alan Sugar: “Don’t call me Czar!”

If you’ve ever wondered where Lord Sugar’s The Apprentice persona ends and the man himself begins, Real Business has some news for you. They are one and the same. 

In an article with Camilla Long from The Times, Lord Sugar alternatively shouts, blusters and bullies his way through a variety of topics. Poor public relations” Or a healthy dose of realism?

We let you decide.

The Amstrad entrepreneur begins with a rant over his government title. “Don’t like czar," he begins. "Don’t know where it comes from.” He then launches into a tirade against the unfairness of his treatment by the media: "Basically they’ve taken a lot of my words out of context. Suggesting that I have said that 85 per cent of all businesses are not worth lending to, that is absolutely totally wrong. Rubbish.”

Then, with (dare we say it) the petulance of a small child denied a biscuit, Lord Sugar goes on: "Too much negative stuff is really unhelpful. I may decide that this is simply not worth it, when you’re giving your time free of charge for no agenda. What am I going to get out of it” I’m not getting paid. I’ve not got my titles for the sake of a badge. The small to medium-sized businesses need people like me. I am the man."

Is Lord Sugar actually threatening to resign” Over a few negative headlines” Surely there might be some memo for all new inductees to politics explaining that such criticism is only part of the course But then, Sugar also seems to have missed the memo about not alienating the voting public.

"I’m not particularly bothered about what people think,” he says.

There’s other memorable moments in the interview. The part where Lord Sugar professes confusion over why anyone would choose to hire a pregant woman, for example.

Read the whole Lord Sugar interview here.

And then let us know what you think. We’re on tenterhooks.

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