Entrepreneurs need to work hard for success, says Lord Sugar

Lord Sugar

Boss of The Apprentice 2011 Lord Alan Sugar has told would-be entrepreneurs and candidates of The Apprentice to forget about the "expectancy culture" and instead realise they'll have to work hard for success. Speaking the Radio Times ahead of latest series of the show, Lord Sugar added success comes from starting at the bottom.

“My message to the young and enthusiastic is to get away from the expectancy culture," he told the magazine. "They want to leapfrog the work at the beginning."

The next series of The Apprentice begins a week today on May 10 at 9PM on BBC One, before returning the next day on May 11 for a second instalment.

And this year the winning candidate won't be receiving a £100,000-a-year job at one of Lord Sugar's companies, but rather a £250,000-cash injection into their own start-up idea.

The boss added: “Successful business people of this world started from the bottom."

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