Acknowledgements ix The Life and Times of Alan Sugar 1 One: Don't Push or Shove 15 With a reputation for being belligerent, Alan Sugar may not take any prisoners or suffer fools lightly, but one thing is for sure - he is no bully Two: Start a Revolution 29 As a young entrepreneur, Sugar blasted onto the scene, crashed through corporate and class barriers, and revolutionized the business world forever Three: Know Your Customer 45 A natural wheeler and dealer, Sugar has built up an empire from scratch by instinctively knowing exactly what his customer wants Four: Stay True to Your Values 61 Alan Sugar has based his whole career and personal life around a core set of traditional values, to which he credits his success Five: Learn from Your Mistakes 77 From business mogul to football chairman to media personality, Sugar has had his fair share of ups and downs, but he has managed to recover from the troubled times with grace and dignity Six: Drive a Hard Bargain 91 As one of the world's toughest negotiators, Sugar has never been shy of driving a hard bargain to get what he wants Seven: Invest in the Right People 107 Sugar considers people to be a company's most important asset and values loyalty and honesty above all else Eight: Lead from the Front 121 A born leader, Sugar motivates and inspires his team by using clear, direct communication, coupled with an inclusive management style Nine: Win as a Team 137 Both a leader and a team player, Sugar understands the importance of working as a united front in order to achieve that all-important goal Ten: Hire in Haste, Repent at Leisure 155 Sugar uses clever interviewing tactics to test and challenge his prospective employees His hiring model may be tough, but it always gets him the right person for the job How to Negotiate the Alan Sugar Way 173 The Last Word 181 Notes 185 Index 189.