Lord Sugar is something of a conundrum. In some ways, despite all the "It does what it says on the tin", no-nonsense swagger of his autobiography, he is the ultimate Marmite leader. Loved by millions as the bullying, lecturing front man on The Apprentice, he is loathed by others for the same thing.

Respected by some pundits as a business guru, and one of the UK's premier wealth creators, he is derided by others as a hardworking but lucky leader whose primary business Amstrad failed to take the world by storm and who has made money from property and his reputation from TV.

With all this noise, his disdain for journalists is perhaps understandable. And this book is something of a riposte to the critics; a chance to set the record straight without interference. But it's more than that. Regardless of which camp you are in, there is much here to admire. 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 will be on the winning team.