The Apprentice. Who Cares?

January 2026

The Apprentice is back for series 20. And is it just me but I'm utterly indifferent...

The premise of The Apprentice is to uncover the UK's best entrepreneurs and business folk and give them a chance of winning investment and support from Alan Sugar. Over the years, from what I gather, the show has highlighted some awful behaviour and venality - and probably broken a few careers too.

Yet in more than 30 years in business and growing a highly successful company - based on interviewing and placing lots of brilliant executives and professionals - I've never come anyone or anything that'd remotely resemble The Apprentice candidates. Or should I say the cast.

The best business people in my experience are those who have a strong idea AND know the importance of executing it well, through focus, diligence, determination, and resilience. They appreciate the value of building relationships, they see strength in collaboration and teamwork. All of the virtues which seem the antithesis of Lord Sugar's tasks and boardroom vibe.

I know lots of people are fans of The Apprentice. That's totally cool. It's probably good TV if you're into that kind of thing.

But please, please, please, don't take it as anything more than reality TV.

It's a cousin to Love Island or I'm a Celeb - but with suits and high heels rather than bikinis and gross eating challenges.

The real entrepreneurs are the ones you rarely hear of. They're not doing team shots for Glamour magazine or trade-marking their name.

No, they're focused on the business, on the people, on the culture, on the impact and value creation. For me, they're the real stars of UK plc!

What do you think?