Emma Murray is a freelance writer and ghostwriter specialising in Business, Psychology, History and Memoir. As a fully qualified editor and proofreader, she also works as a tutor for the training company, Editorial Training (www.edittrain.co.uk), teaching writing skills, editing, and proofreading to staff in publishing houses, organisations, and corporations. She also give talks to students and graduates about how to make a career out of freelancing.

• Acknowledgements ixThe Life and Times of Alan Sugar 1One: Don’t Push or Shove 15With a reputation for being belligerent, Alan Sugar may not take any prisoners or suffer fools lightly, but one thing is for sure – he is no bullyTwo: Start a Revolution 29As a young entrepreneur, Sugar blasted onto the scene, crashed through corporate and class barriers, and revolutionized the business world foreverThree: Know Your Customer 45A natural wheeler and dealer, Sugar has built up an empire from scratch by instinctively knowing exactly what his customer wantsFour: Stay True to Your Values 61Alan Sugar has based his whole career and personal life around a core set of traditional values, to which he credits his successFive: Learn from Your Mistakes 77From business mogul to football chairman to media personality, Sugar has had his fair share of ups and downs, but he has managed to recover from the troubled times with grace and dignitySix: Drive a Hard Bargain 91As one of the world’s toughest negotiators, Sugar has never been shy of driving a hard bargain to get what he wantsSeven: Invest in the Right People 107Sugar considers people to be a company’s most important asset and values loyalty and honesty above all elseEight: Lead from the Front 121A born leader, Sugar motivates and inspires his team by using clear, direct communication, coupled with an inclusive management styleNine: Win as a Team 137Both a leader and a team player, Sugar understands the importance of working as a united front in order to achieve that all-important goalTen: Hire in Haste, Repent at Leisure 155Sugar uses clever interviewing tactics to test and challenge his prospective employees His hiring model may be tough, but it always gets him the right person for the jobHow to Negotiate the Alan Sugar Way 173The Last Word 181Notes 185Index 189

Emma Murray is a freelance writer and ghostwriter specialising in Business, Psychology, History and Memoir. As a fully qualified editor and proofreader, she also works as a tutor for the training company, Editorial Training (www.edittrain.co.uk), teaching writing skills, editing, and proofreading to staff in publishing houses, organisations, and corporations. She also give talks to students and graduates about how to make a career out of freelancing.

• Acknowledgements ixThe Life and Times of Alan Sugar 1One: Don’t Push or Shove 15With a reputation for being belligerent, Alan Sugar may not take any prisoners or suffer fools lightly, but one thing is for sure – he is no bullyTwo: Start a Revolution 29As a young entrepreneur, Sugar blasted onto the scene, crashed through corporate and class barriers, and revolutionized the business world foreverThree: Know Your Customer 45A natural wheeler and dealer, Sugar has built up an empire from scratch by instinctively knowing exactly what his customer wantsFour: Stay True to Your Values 61Alan Sugar has based his whole career and personal life around a core set of traditional values, to which he credits his successFive: Learn from Your Mistakes 77From business mogul to football chairman to media personality, Sugar has had his fair share of ups and downs, but he has managed to recover from the troubled times with grace and dignitySix: Drive a Hard Bargain 91As one of the world’s toughest negotiators, Sugar has never been shy of driving a hard bargain to get what he wantsSeven: Invest in the Right People 107Sugar considers people to be a company’s most important asset and values loyalty and honesty above all elseEight: Lead from the Front 121A born leader, Sugar motivates and inspires his team by using clear, direct communication, coupled with an inclusive management styleNine: Win as a Team 137Both a leader and a team player, Sugar understands the importance of working as a united front in order to achieve that all-important goalTen: Hire in Haste, Repent at Leisure 155Sugar uses clever interviewing tactics to test and challenge his prospective employees His hiring model may be tough, but it always gets him the right person for the jobHow to Negotiate the Alan Sugar Way 173The Last Word 181Notes 185Index 189

Emma Murray is a freelance writer and ghostwriter specialising in Business, Psychology, History and Memoir. As a fully qualified editor and proofreader, she also works as a tutor for the training company, Editorial Training (www.edittrain.co.uk), teaching writing skills, editing, and proofreading to staff in publishing houses, organisations, and corporations. She also give talks to students and graduates about how to make a career out of freelancing.

• Acknowledgements ixThe Life and Times of Alan Sugar 1One: Don’t Push or Shove 15With a reputation for being belligerent, Alan Sugar may not take any prisoners or suffer fools lightly, but one thing is for sure – he is no bullyTwo: Start a Revolution 29As a young entrepreneur, Sugar blasted onto the scene, crashed through corporate and class barriers, and revolutionized the business world foreverThree: Know Your Customer 45A natural wheeler and dealer, Sugar has built up an empire from scratch by instinctively knowing exactly what his customer wantsFour: Stay True to Your Values 61Alan Sugar has based his whole career and personal life around a core set of traditional values, to which he credits his successFive: Learn from Your Mistakes 77From business mogul to football chairman to media personality, Sugar has had his fair share of ups and downs, but he has managed to recover from the troubled times with grace and dignitySix: Drive a Hard Bargain 91As one of the world’s toughest negotiators, Sugar has never been shy of driving a hard bargain to get what he wantsSeven: Invest in the Right People 107Sugar considers people to be a company’s most important asset and values loyalty and honesty above all elseEight: Lead from the Front 121A born leader, Sugar motivates and inspires his team by using clear, direct communication, coupled with an inclusive management styleNine: Win as a Team 137Both a leader and a team player, Sugar understands the importance of working as a united front in order to achieve that all-important goalTen: Hire in Haste, Repent at Leisure 155Sugar uses clever interviewing tactics to test and challenge his prospective employees His hiring model may be tough, but it always gets him the right person for the jobHow to Negotiate the Alan Sugar Way 173The Last Word 181Notes 185Index 189