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Review
'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
'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
'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, Mail on Sunday
'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 --This text refers to the Hardcover edition.
'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
'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
'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, Mail on Sunday
'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 --This text refers to the Hardcover edition.
Product Description
From a Hackney council estate to the House of Lords, this is the extraordinary story of one of our greatest entrepreneurs.
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Most Helpful Customer Reviews
106 of 110 people found the following review helpful
Format:Kindle Edition|Amazon Verified Purchase
Alan Sugar was a born opportunist. From a very early age he could see an opportunity to make money where other people saw a pile of junk. Couple this with a fierce desire to do well and we learn - from his autobiography What You See Is What You Get - how he transforms from a young and naive lad to the supremely successful businessman that Lord Sugar is today.
The book takes you on his journey in his own blunt way of speaking, from when he was a poor, young loner to becoming a multi-millionaire in his thirties; a football club chairman in his forties; a Knight of the Realm and a television phenomenon in his fifties; and Lord Sugar, Baron Sugar of Clapton in his sixties.
The first half of the book is mainly about the rise of the company he created - Amstrad. It goes into great detail about how Alan Sugar built it into a multi million pound industry from scratch, using nothing more than common sense, an eye for an opportunity and a self taught ability to negotiate and hustle. There is not much mention of his family in this section, other than briefly covering the main events such as marriage to his wife, Ann, the birth of their children, moving house etc.
The second half covers the period as Tottenham Hotspur's Chairman; how he became a television personality, a Knight and a Lord; and the dignified demise of his beloved company Amstrad.
The book doesn't go into any detail on how the pressures of building up the Sugar Empire impacted his family or friends. It only touches on some points in this area. It does, however, give an insight into how Alan Sugar felt whenever his loyalty was betrayed and in particular, when he became victim to negative media coverage - especially during his time as Tottenham Hotspur Football Club chairman. As well as the harsh, business tycoon we see portrayed in The Apprentice television show, the book also reveals a more sensitive and private side of Alan Sugar.
I don't know if Alan Sugar physically typed the words of the book himself, but there's no doubt that it's written in his own voice - you can just hear him saying things like: "I've bleedin' had it up to the neck with all that crap!" and "Either you get me the bloody boat for five million dollars or stop driving me bleedin' mad!". At times `the voice' seems cocky and full of himself - but then who wouldn't be, with the achievements that Alan Sugar has made to date.
One of the most impressive things about Alan Sugar's life is that he's gone through some major business ups and downs and yet he's never lost his own personal fortune, and it appears that the closeness of his family and inner circle of friends remains intact.
This is a book well worth reading if only to hear the facts from the horse's mouth. But it's also a journey that takes the reader along, through the risk taking, the money making, the conflicts with the media and his adversaries - to the survival of a highly respected business man, famous entrepreneur, decent family man and loyal friend.
The book takes you on his journey in his own blunt way of speaking, from when he was a poor, young loner to becoming a multi-millionaire in his thirties; a football club chairman in his forties; a Knight of the Realm and a television phenomenon in his fifties; and Lord Sugar, Baron Sugar of Clapton in his sixties.
The first half of the book is mainly about the rise of the company he created - Amstrad. It goes into great detail about how Alan Sugar built it into a multi million pound industry from scratch, using nothing more than common sense, an eye for an opportunity and a self taught ability to negotiate and hustle. There is not much mention of his family in this section, other than briefly covering the main events such as marriage to his wife, Ann, the birth of their children, moving house etc.
The second half covers the period as Tottenham Hotspur's Chairman; how he became a television personality, a Knight and a Lord; and the dignified demise of his beloved company Amstrad.
The book doesn't go into any detail on how the pressures of building up the Sugar Empire impacted his family or friends. It only touches on some points in this area. It does, however, give an insight into how Alan Sugar felt whenever his loyalty was betrayed and in particular, when he became victim to negative media coverage - especially during his time as Tottenham Hotspur Football Club chairman. As well as the harsh, business tycoon we see portrayed in The Apprentice television show, the book also reveals a more sensitive and private side of Alan Sugar.
I don't know if Alan Sugar physically typed the words of the book himself, but there's no doubt that it's written in his own voice - you can just hear him saying things like: "I've bleedin' had it up to the neck with all that crap!" and "Either you get me the bloody boat for five million dollars or stop driving me bleedin' mad!". At times `the voice' seems cocky and full of himself - but then who wouldn't be, with the achievements that Alan Sugar has made to date.
One of the most impressive things about Alan Sugar's life is that he's gone through some major business ups and downs and yet he's never lost his own personal fortune, and it appears that the closeness of his family and inner circle of friends remains intact.
This is a book well worth reading if only to hear the facts from the horse's mouth. But it's also a journey that takes the reader along, through the risk taking, the money making, the conflicts with the media and his adversaries - to the survival of a highly respected business man, famous entrepreneur, decent family man and loyal friend.
14 of 14 people found the following review helpful
Format:Hardcover
I have just finished this book and what a surprise! It is not what I expected I did not really like Alan Sugar before I read this book, but I found this book absolutely fascinating I could not put it down Its one of the best autobiographies that I have read it just shows you there are 2 sides to every story especially regarding Terry Venables what sly and corrupt person he was.The press have certainly only portrayed one side to this story but at last Alan Sugar has the chance to put his side.I would recommend this book to everyone it just shows with a lot of hard work even someone from the poorest backgrounds can achieve brilliant results.
105 of 110 people found the following review helpful
Format:Hardcover
I've never watched The Apprentice and didn't know a great deal about Alan Sugar until I read this book. It's a compelling read, especially the section on his early business career. It gives a fascinating insight into the drive required to create a successful business. Alan Sugar comes across as straight-talking, no-nonsense and likeable (although I'm not sure he wants people to think that). As I'm just in the throes of setting up a new business, I found his book both encouraging and inspiring. A great read!
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Most Recent Customer Reviews
Sugar V Venables
I'll start by saying the book is a very good read and if it has been ghost written the writer has clearly been able to capture Sir AMS! Read more
Published 3 days ago by NeilRocks!
What you see is a load of rubbish
This book is utter nonsense, written by the man responsible for a word processing programme (Locoscript) named - in the internet age - after a steam engine. Read more
Published 1 month ago by Island Living
Major disappointment
I bought this book after being a fan of "The Apprentice" for numerous years and appreciating how Alan Sugar came from an estate where his family had very little to become a... Read more
Published 1 month ago by Gormac
Hubby loved it
My hubby doesn't read that many books, but he wanted to read this one.
I was amazed how hooked he got in this biography and he was telling me all about what he had read... Read more
I was amazed how hooked he got in this biography and he was telling me all about what he had read... Read more
Published 1 month ago by Sue
Sincerity and honesty come through the pages
Lord Sugar has answered his critics as only he knows how. He shoots from the lip.
The story starts in his early childhood, and the spark is there at that young age. Read more
The story starts in his early childhood, and the spark is there at that young age. Read more
Published 1 month ago by J. R. Saunders
Lovely Book
I have still not had the chance to read the entire book, but so far I really like it!
It's a great story about reliving the difficulties in Alan Sugar's life back then! Read more
It's a great story about reliving the difficulties in Alan Sugar's life back then! Read more
Published 2 months ago by Nina G. Dimitrova
Definitely not fired
Cant out down book, excellent insight into the history behind the man, fully recommend, looking forward to reading more from Alan Sugar
Published 2 months ago by SB
Book perfectly reflects Sugar's charisma!
If I were to sum it up in few words it would be a book where it is not only a good read but on many occasions gives you good lesson on business(sometimes in general life) from the... Read more
Published 3 months ago by Sag
Andy Kriss
Must Read Book of Lord Sugar's. Book Arrived on Time and is of Good Quality, Good Packaging etc. Must Own Book
Published 3 months ago by Andy Kriss
Excellent
Got this book as a gift for a family member for xmas, so far they have really enjoyed it!! Well worth getting and makes a great gift for book lovers!!
Published 4 months ago by Jacky-T
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