Awards

• Short-listed for National Book Awards Biography of the Year 2010 (UK)

Overview

'Lord Sugar is a self-made man and one of Britain's finest business brains. His story so far is inspirational to the end' The Sun 'Sugar is unusual among celebrity memoirists in that he's a clever man who has done a lot with his life, and the tale of his rise from nothing, and nowhere is genuinely revealing' Private Eye From a Hackney council estate to the House of Lords, this is the extraordinary story of one of our greatest entrepreneurs. Alan Sugar was born in 1947 and brought up on a council estate in Clapton, in Hackney. As a kid he watched his dad struggle to support the family, never knowing from one week to the next if he'd have a job. It had a huge impact on him, fuelling a drive to succeed that was to earn him a sizeable personal fortune. Now he describes his amazing journey, from schoolboy enterprises like making and selling his own ginger beer to setting up his own company at nineteen; from Amstrad's groundbreaking ventures in hi-fi and computers, which made him the darling of the stock exchange, to the dark days when he nearly lost it all; from his pioneering deal with Rupert Murdoch to his boardroom battles at Tottenham Hotspur FC. In this compelling autobiography, he takes us into the world of The Apprentice, and describes his appointment as advisor to the government and elevation to the peerage. Like the man himself, What You See Is What You Get is forthright, funny and sometimes controversial. 'I'm addicted to autobiographies and What You See Is What You Get is one of the best I've read. Love him or loathe him, Baron Sugar of Clapton is the walking, snarling embodiment of all the values he espouses on The Apprentice' Piers Morgan

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9780330520478

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Reviews

Brilliantly upfront -- Andrew Billen * The Times * Brash and bold are two adjectives used to describe this ruthless businessman turned TV personality. But Lord Sugar is a self-made man and one of Britain's finest business brains. His story so far is inspirational to the end * The Sun * Sugar is unusual among celebrity memoirists in that he's a clever man who has done a lot with his life, and the tale of his rise from nothing, and nowhere is genuinely revealing * Private Eye * I'm addicted to autobiographies and What You See Is What You Get is one of the best i've read. Love him or loathe him, Baron Sugar of Clapton is the walking, snarling embodiment of all the values he espouses on The Apprentice. He believes in loyalty, hard work, looking after your family and enjoying your success. His rise to success from a tiny council house in East London is extraordinary and he tells it in the kind of blunt, no-nonsense way that has made him such a hit on television -- Piers Morgan Anyone reading an autobiography of Alan Sugar will want to glean some of his business savvy. And he delivers. Even his section on running Tottenham Hotspur FC provides insights into his attitudes and working methods * Sunday Herald * Aspiring entrepreneurs will welcome the business advice that is ladled out liberally * Sunday Telegraph * He tells the story with characteristic wit and honesty, adding enough juicy bits of gossip to keep non-business readers onside. Having set the task of writing and marketing a bestselling book there's little doubt he'll be on the winning team * Director magazine *

Author Information

Sir Alan Sugar is chairman of Amshold Group Ltd. In 2009 he was appointed by PM Gordon Brown as Enterprise Champion to advise the government on small business and enterprise, and was also awarded a life peerage, becoming Alan, Baron Sugar of Clapton in the London Borough of Hackney. He continues to appear in The Apprentice. He is also the author of The Way I See It and Unscripted.

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