YOU'RE FIRED!

 

The new series of The Apprentice is

likely to feed into  yet another, somewhat

depressing picture of Lord Sugar's take on

what it takes to become a successful

entrepreneur. It reflects the past, rather

than the future.

As usual, the series will be reality

television dressed up as a master class in

wealth creation in mainly retail sales

environments. The programme will

feature often delusional, egocentric

contestants and prima-donnas, who

seem possessed of a desire for celebrity

in a highly charged and combative

atmosphere.

 

Lord Sugar sets his contestants tasks that

reflect not a vision of a future in which our

performance in world markets and economy

will depend on creating and developing new

technologies.Tnstead ,they will reflect more

rudimentary business concepts, developed

in his past as an electrical goods trader.

Times have moved on and we should inspire

our young men and women to look beyond

Lord Sugar's world. The urgent need now,

as never before, is for high-end design and

manufacture to take centre stage. James

Dyson is the kind of role model we need to

to motivate our talented young graduates to

lead a renaissance in making and selling

innovative products to global markets.