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  • I thought the runway was longer than that! (When Lord Sugar overshot the runway at Manchester City airfield)
  • Fair? The only fair you're gonna get is your bloody train fare!
  • I don't think too many people would want my job. I'm a bit of a nutter.
  • I just don't know whether you're some sort of bloody nutter.
  • I've got a gut feeling in my stomach.
  • I've written books on advertising... cheque books.
  • Once you decide to work for yourself, you never go back to work for somebody else.
  • Never ever try to under-estimate me because you will be making a fatal, fatal error. I don't like liars, I don't like cheats. I don't like bullshitters, I don't like schmoozers, I don't like arse-lickers.
  • The money coming into the game [football] is incredible. But it is just the prune-juice effect – it comes in and goes out straight away. Agents run the game.
  • There's only room for one bigmouth in my organisation, and that's me.
  • You seem to have gone from anchor to wanker.
  • Tell me, why shouldn't I fire you?
  • You're fired.
  • That's why my fee for this ad is going to Great Ormond Street.
  • I like Premium Bonds.
  • I'm no gambler.
  • Business is not about coming in, pissing my money up the wall and saying 'Oh well, I have learnt from my mistakes and it won't happen in the future'.
  • I'm Jewish and I couldn't give a toss. – On being told by a Catholic that "you have my word"
  • You're a lightweight, you're fired!
  • Quite frankly, I'd like to get rid of the bleeding three of you!
  • This is not a game, this is a 12 week job interview. It's a dog eat dog situation.
  • There is no phone-in here, there is no text a number, there is no panel of judges. I'm the one who decides who gets fired, and I'm the one that ultimately decides who gets hired.
  • I am the most belligerent person that you could come across.
  • You're hired!
  • When you lose, there won't be some busty blonde outside, for you to sob into her bosom.
  • If they were a company, the shareholders could sue them for incompetent mismanagement. In commercial terms, it's like watching your mother-in-law drive your new Ferrari over the cliff.
  • If ever there was a time for me to leap across the boardroom table and whack someone on the conk, it would have been then. – On Kevin Shaw's final boardroom
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