Sugar finds his 'doofus'

So another series of the Apprentice came to an end this week, with Simon Ambrose picking up the plaudits and (dubious) honour of a £100k-a-year role as Sir Alan Sugar's monkey. Ambrose is described on the official Apprentice site as ‘the lovable doofus'. He must be very proud. He explains his success by comparing his story to that of the Fool in Shakespeare's King Lear, adding that ‘the fool is the smartest of the lot'. Does the name Paul Gascoigne not mean anything to him?

Last Updated: 31 Aug 2010
Regular readers of this bulletin will be aware that the Apprentice doesn't exactly have us fighting over the remote control here at MT Towers. For one thing, it presents precisely the wrong image of what it takes to be a business success, celebrating '80s selfishness over more modern traits such as empathy, humanity and flexibility (none of which, admittedly, make for great TV).

Mainly, though, watching the show remains a sad reminder of the fate of Sir Alan. Back in the '80s his Amstrad success showed he had the potential to really make it. But instead of becoming another Steve Jobs, he turned out to be a grumpy little badger and ‘star' of reality TV. Is that really something for budding business people to aspire to?

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