Alan Sugar

"Now Matthew, you are an awkward character - Im sorry to say that to you but you are an awkward character. It seems you cant help yourself...you need confrontation! That worries me, that worries me a lot! (To Matthew Palmer, shortly before his firing)."

"When it comes to bullshit, they [advertising agencies] have forgotten what you havent already learnt about all this crap! (To Rachel - shortly before her firing, when her supposed expertise in advertising results in the failure of the advertising task)."

"I don’t believe in God and all that. But I am Jewish, and very proud to be so, very proud of the culture."

"Pan Am takes good care of you. Marks & Spencer loves you. Securicor cares. I.B.M. says the customer is king. At Amstrad, we want your money!"

"If there was a market in mass-produced portable nuclear weapons, wed market them, too."

"If you take care of your character, your reputation will take care of itself."

"I came from an environment where I needed to succeed. There was no wealth or anything like that in the family. Not that we were paupers, but we had to fend for ourselves. Kids today are not as hungry as I was. They don’t understand how tough my generation was."

"Your backs against the wall and youre almost done for – its Dunkirk all over again! (The Apprentice (To Paul, the ex-army Lieutenant before he is fired.))."

"You were devastated when you got a B in your GCSE French. Youre gonna be even more devastated now, because youve got the big F – youre fired! (firing Nicholas de Lacy-Brown in episode 1)."

"OK, because if youre unsure, you can always pull your trousers down and we can check. (On whether or not Michael Sophacles is Jewish)."

"All Ive heard from you so far is a lot of hot air, so in the interests of climate change youre fired... (to Stuart Baggs in the boardroom)."

"Sian Lloyd – what was she doing there? Why did you cast and pay for a kind of celebrity for your advert? You know, I could understand if your advert was based on weather, I could understand if your advert was based on her being upset because her boyfriend blew her out for a cheeky girl, right and shes crying, but I cant understand this. Shes not even a mother, whats the point? (Episode 9)."