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Peter Jones: “Business is the new rock ‘n’ roll”

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The courses are designed to give students a genuine feel for the world of entrepreneurship and they have to start their own businesses.

Jones comments: “This work-by-doing ethos, this whole mindset change, the fact that they get to meet, touch and feel what entrepreneurship is about, the masterclasses with entrepreneurs, the fact they have to setup a business as part of their coursework, all these things are really unique.

Addressing the graduates, HRH The Duke of York, patron of the Peter Jones Foundation, says: Not everybody is going to be that entrepreneur that we will see in years to come. But pretty much everybody should be encouraged to be enterprising in some form or other.

Between 80 and 90 per cent of this country is working for small or medium enterprises and we want young people to think that they are the sort of people who can do that.

Jones presented 18 year-old Harry Day with the PJEA Entrepreneur of the Year Award. Day, of Solihull College, created a tailoring firm aimed at 15-23 year olds after being frustrated at the lack of suits available for his school prom.

Harry says: Before I went on the course, I was just a normal guy with a business idea. Now I have been given this award, I have finally got here and it feels great.

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