First Quote Added
April 10, 2026
Latest Quote Added
"Claude Littner: (as he pushes Courtney for a proper justification as to why he should have Lord Sugar's investment) Come on Courtney! Yes! Yes! YES!"
"Lord Sugar: We've got Brexit. But in this process, I'm the one who decides who's going to remain and who's going to leave."
"Elizabeth McKenna: Lord Sugar, I had my hands in that meat. And I mixed it!"
"Harrison Jones: I'm not going to stand there and stand next to you, waiting for you to do numbers. I am going to make more burgers, I'm not going to stand there waiting for you to make a decision."
"Lord Sugar: Tell me about this themed well, then. Who drew that? Ross Fretten: That was the designer but that was in about 90 seconds... Lord Sugar: Did you run out of time then? Ross Fretten: I'm trying to actually explain. Not to be rude, but uninterrupted would be really helpful just so I can get something across..."
"Jade English: It's a draw, yet there's three lads in the boardroom?"
"Siobhan Smith: Whatever's happened, we just need to let it go. (singing) Let it go, let it go..."
"Sarah Jayne Clark: I'm laughing at the situation cos all I've heard for the last ten minutes is bla-bla-bla-bla-bla! I've had enough. I'm sick of it, for Christ's sake. We're meant to be pulling together and focusing on the task. I've had enough, of like a drill going through my temples. That's why I'm laughing, because if I didn't laugh I'd probably...combust!"
"Andrew Brady: ARE WE GONNA WIN THIS?!"
"Bushra Shaikh: Elizabeth is an uncontrollable, unprofessional...cartoon character. She definitely goes on about pointless things...at the end of the day, you know, those kind of actions are not someone that I would class as a professional businesswoman."
"Lord Sugar: (Pondering) I've got to say... I'm a gambler, and I've always been a gambler in business... This particular year (short pause; intense music) I'm gonna double my investment and I'm going to start a business with both of you! (Both James White and Sarah Lynn are so relived at the announcement) Sarah Lynn: (jovially) Thank you. James White: I won't let you down, Lord Sugar, it means the world to me. (Lord Sugar watches as his two new business partners James and Sarah embrace each other.) Lord Sugar: You have done tremendously well... I will see you both shortly... Off you go! Both James White and Sarah Lynn: Thank you (they both exit)."
"Lord Sugar: I'm after workers, not shirkers. Winners, not wingers."
"Lord Sugar: Now, in last year's boardroom, I surprised everyone by investing in two winners, so this year expect the unexpected."
"Lord Sugar: Just to make this clear, make me money and don't piss me off."
"Rick Monk: We're going to Malta, these girls have no chance of winning this first task, they are going to be fashion conscious, "all my make-ups running", "doing my hair". The boys are tall, we are definitely gunner wipe the floor with them."
"Kurran Pooni: LET'S GET READY TO RUMBLE!!!!!"
"Daniel Elahi: So did you shake Claude's hand? Camilla Ainsworth: No, but I gave him a "Yoo-Hoo", which went down... badly. Daniel Elahi: I'm going to shake his hand. Camilla Ainsworth: You won't be able to- Daniel Elahi: I will. (Daniel Elahi walks into Claude's office ready to face his interview; Daniel helds his hand out to Claude in order for him to shake it.) Good afternoon, Claude. Claude Littner: (rudely rejecting Daniel's handshake; Not even looking at Daniel) Take a Seat. Daniel Elahi: (Saddened and humiliated) Alright."
"Camilla Ainsworth: (Walks into Claude's office; Jovially) Yoo-Hoo! Claude Littner: (unamused and imitating Camilla) Yoo-Hoo?! Camilla Ainsworth: (defeated) Sorry."
"Mike Soutar: How many sticks did you sell last year? Daniel Elahi: It was about forty seven thousand. Mike Soutar: So how come it says on your product page on Amazon, "over one million sold globally"? Daniel Elahi: (after being presented with a copy of his product page on Amazon) Yeah, that's not correct... Mike Soutar: How has that appeared on there? Daniel Elahi: I would need to review that... Mike Soutar: I'd like you to review that right now! Can you tell me who wrote that phrase? Daniel Elahi: I would need to check. Mike Soutar: So you didn't write that? Daniel Elahi: I could have written that... Mike Soutar: I think you did write that! Daniel Elahi: It's possible that... Mike Soutar: I'd rather you didn't lie about this. Daniel Elahi: Yeah, it's highly likely that I wrote that. Mike Soutar: What percentage likely? Daniel Elahi: Yeah, probably ninety percent likely I wrote that. Mike Soutar: Would you say a hundred percent likely that you wrote that? Daniel Elahi: I would... Mike Soutar: You wrote that, didn't you? Daniel Elahi: ...Okay. Yeah. Mike Soutar: Why would you lie? It's very disappointing."
"Lord Sugar (Lord Sugar wonders who will be a better business partner for him out of the remaining candidates Camilla and Sian) It's very tough for me to make a decision... but on reflection... (To Sian) but Sian, you have a good aptitude and a talent for design (hires Sian) you're gonna be my next business partner (Sian is over the moon)."
"The Narrator: On the other team (shows Ryan-Mark Parsons and Lewis Ellis riding a rollercoaster) Ryan-Mark Parsons: (Screaming as the rollercoaster goes up) Lewis. Lewis. LEWIS! Lewis Ellis: Oh my god. The Narrator: Getting to grips with Saw Ryan-Mark Parsons: (Screaming and laughing as the rollercoaster goes up) The Narrator: Lewis and Ryan-Mark (the rollercoaster then goes down and the ride goes down with Lewis and Ryan-Mark screaming the whole way through, finally, the ride reaches an end) Lewis Ellis: (After the ride and Ryan-Mark's screaming has finished; jokingly) Everyone heard you screaming down there, look you made us a laughing stock (laughs and waves to the audience)."
"Representative of 'War Paint': (after being attempted to be sold Affinity's skincare product 'Anti-Venom') Have you tried it? Bradley Johnson: We have tried it... Representative of 'War Paint': It doesn't come off. Bradley Johnson: It will come off once diluted with water. Representative of 'War Paint': And it looks like...watered down shower gel, that smells like toilet freshener. Bradley Johnson: We are willing to work with you, and we can create a product that will be flying off your shelves. Representative of 'War Paint': I think if you could completely recreate a product that isn't just...green water, and didn't have (shows the bottle) this packaging (and the box) or this packaging, then we could maybe talk about it. Bradley Johnson: So if we could-strike a deal today, would that work with you? Representative of 'War Paint': Strike a deal on-completely re-inventing the brand?"
"Lord Sugar: (after hearing the results that results in a third loss as project manager for Bradley Johnson) Bradley, three times project manager, three times you've tried to change the product right in front of the customer while you're pitching. I've told you before: I don't ever want to see you back in this boardroom again; and I tell you what: I'm never going to see you back in this boardroom again."
"Karren Brady: (during the discussions about the candidates for the final boardroom after Supream's massive failure on the negotiation task) I've got to tell you Alan: They all made mistakes, they're all culpable and they all should be back in here."
"Lord Sugar: (as part of one of the fastest firings and final boardrooms ever) Nadia - we can't find any other reason for the failure of this task other than your decision that you made for bangers and mash. The amount of money paid for sausages, £500 odds worth, really killed this task - so Nadia, you've left me nowhere to go, unfortunately. You're Fired!"
"Sir Alan Sugar: You were devastated when you got a B in your GCSE French. You're going to be even more devastated now, because you've got a big F. You're fired! (to Nicholas)"
"Paul Kemsley: I didn't find anything interesting in your CV. Alex Wotherspoon: Obviously taking into account my age, that's why my CV isn't as extensive as... Paul Kemsley: I was running my own business at twenty-two."
"Claire Young: (as Lucinda is in an interview with Claude Littner) Lucinda's been up there ages. Oh, I'd love to be her in there. (in Lucinda's voice) Erm, erm, excuse me. Erm, erm (normal voice) And he'd just be like "Shut it! Shut up now!""
"Bordan Tkachuk: You were doing a degree, were you? Lee McQueen: No, unfortunately for me my exam results etc were never good enough to do a degree. When I was a trainee catering manager, they put me through to do a professional qualification in catering. I was there for two years, I was actually doing my HCIMA for that period of time. Bordan Tkachuk: Are you sure it was two years? Lee McQueen: As far as I am aware, it was two years, yes. Bordan Tkachuk: Really? The university has actually dropped me a line here confirming that you were only there for four months. Lee McQueen: Really? Oh, Okay well then, it was four months then. Bordan Tkachuk: Was it two years or four months? Do you want to see or do you know? Lee McQueen: No, no, if that's what you are saying. Bordan Tkachuk: No, I am asking you. I have asked you twice, it's your CV. It says Thames University 1996 to 1998. Lee McQueen: Then I have, um, put something incorrect on my CV. Bordan Tkachuk: Was it just one thing? Lee McQueen: Well, I have made a mistake already haven't I, so it's difficult for me to be completely confident. Bordan Tkachuk: What worries me is that you have got someone here who is prepared to bullshit their way through. Lee McQueen: I am not prepared to bullshit my way through. Bordan Tkachuk: Well you did on that. Lee McQueen: I am not prepared to bullshit my way through. Bordan Tkachuk: But you did on that and that worries me a little bit about you because I am looking at this and saying what else is there about you? Lee McQueen: My integrity is out the window. All I would say to you is that I am not proud my educational background, Bordan, and I have put something down there to make my educational background seem a little bit better than what it is and that's a blip on my integrity and I can't erase that. All I can say is that I am disappointed in myself for doing that."
"Claude Littner: (on Lee's CV which is riddled with spelling mistakes) Did they ever teach you spelling?"
"Claude Littner: What are the things you're going to offer Sir Alan? Alex Wotherspoon: Like you say, I am 24 years old so... Claude Littner: Can you not just answer a question?! I'm finding it very.. I mean, it's just how many times do I have to ask the same question before you actually give me an answer!"
"Sir Alan Sugar: Lucinda, I'm afraid to say you're a little bit too zany for me, a little bit too unconventional for me. And so, Lucinda, with regret, you're fired!"
"Claude Littner: I'll talk about Lucinda if I may, Alan. She's a very intelligent, bright individual. No doubt highly skilled at what she does and I would think she'd be a disaster for you. Paul Kemsley: I'll tell you a good point. If you're building a nice office for yourself and you want it lit beautifully with candles - nice smelling candles, good aroma therapy in the air, nice calm, perfect... Karren Brady: Paul! That is unfair."
"Sir Alan Sugar: Helene your posture, not being disrespectful or rude, you remind me of the portrait of the Mona Lisa in which there's this one sole expression with you all the time."
"Michael Sophocles: Sir Alan, I think I'm an absolutely fantastic salesman... Sir Alan Sugar: But you didn't bloody sell did you?"
"Claire Young: How do you think Michael is? Helene Speight: Shit. Claire Young: I think he's shit as well."
"Sir Alan Sugar: (to Renaissance) You made one, not one, The biggest error. The biggest error going: I don't know what your bloody advert's about! I do not know what it's about! It doesn't mention the word "tissues" once in the voice-over, you've got this little box of tissues down the bottom that... and a little strap-line down the bottom and it would not sell any tissues. It might make me or my grandmother or my auntie smile and look at the little kid crying and think "Ahhhh" like that but it ain't gonna make me look for those on the shelf! You lost! I'm sorry, you lost and it's not my opinion. This is the opinion of the three professionals I consulted today, and I am so frustrated because you did 90-5% of the work! A much better cinema-graphic, representation than these people. Much, much better but I'm sorry, you lost! (To Alpha) You won because your horrible advert, your horrible box threw it in the people's face, the actor there was talking about tissues three times, he brought out the anti-bacterial thing which is one of the points that I wanted to mention. You had the box in big shot, in the picture, on the mum's lap, you had it again somewhere else and at the end pack shot you had it there. (tapping Alpha's box) That's the thing I'm gonna remember. You won, so well done."
"Sir Alan Sugar: (to Renaissance) I didn’t send you out to do a remake of Ben-Hur!"
"Lucinda Ledgerwood: I don't like the boxing, I don't like the colors, and I don't like the pictures on it and to me that is... Lee McQueen: So, is it underlying factor then that you shouldn't have volunteered to go and look at the fucking... Lucinda Ledgerwood: I didn't FUCKING volunteer!"
"Lucinda Ledgerwood: Stop it! Not on! Naughty, Naughty, Naughty!"
"(in order to generate sales for Alpha, Raef tries on the bear costume slipping on the bear's head) Raef Bjayou: (laughing for a second) I'm going to suffocate in this thing!"
"Sir Alan Sugar: The fundamental flaw here is that the selling approach was wrong, in the sense that you're not selling double glazing. Michael Sophocles: I didn't sell it like a hard-sell double glazing. Nick Hewer: Really? Sara Dhada: We tried our absolute best to sell those cakes, it was really difficult. The first questions, we were asking, "Are you getting married, who are you getting married to? Really interested in their wedding. It is new, it's all edible..." [Sir Alan winces; Nick and Margaret look at Sara disapprovingly] Sara Dhada: "...You can do this to it, you can do that to it, you can have different colours put in it, it'll be like a wow factor at your wedding." We explained all these points, and it was so difficult to... Sir Alan Sugar: Listen, I'll tell you what. If I had been one of the recipients of your sales pitch, if it's anything like what you're doing now, I would have gotten hold of your head and pushed it in the bloody cake!"
"Michael Sophocles: They're just dumb-dumbs. (after failing to sell a cake to some brides-to-be)"
"Raef Bjayou: I think that we need to remember that those in a size 16-32 dress, are size 16-32 for a reason: they love cake."
"Sir Alan Sugar: Jenny, you are a woman of the world. Slightly older than the rest of the people here. (Jenny smiles as he says this) Jenny Celerier: It's my birthday today Sir Alan. I'm thirty-six today. Sir Alan Sugar: (paying somewhat scant regard) Congratulations. At 36 are you telling me you've never heard of the term "analogy kosher" and you don't know that's associated with Jewish people? Jenny Celerier: (nodding and shaking her head at the same time) No, Sir Alan."
"Lee McQueen: (on the phone to Raef) Just to let you know, we fucking just nailed the blue cactus as well.(laughs) Come on. Raef Bjayou: (to a seller after he hangs up the phone) Sorry about the bad language you heard there."
"Sir Alan Sugar: You know what, it seems that you hang on every word that I say and turn it on your colleagues. No good, no good. Sorry, same old story. Jenny, you're fired. Goodbye! (Jenny gets up and leaves) Right, who's next?"
"(Sir Alan, Margaret and Nick continue the discussion alone...) Nick Hewer: How can he not know what a kosher chicken is? He did classics at Edinburgh, he's a bright enough boy, how could he make such a mess of things?. Margaret Mountford: Well, I think Edinburgh's not what it used to be."
"Sir Alan Sugar: You know what? I think this team was totally out of control. It's the people who made the mistakes in buying the products that I can point at, or I can point at the team leader. Be under no illusion, there's no rule, no written rule, that I just have to get rid of one person. There's three terrible mistakes here. I don't give a shit! I'll fire three of you if I have to, I'll fire the whole bloody five of you! Don't bother me at all! It's up to you, you open your bloody mouth, or I'll just make some quick decisions."
"Sir Alan Sugar: Is it right that you went to a Muslim halal butcher and asked him to give you a kosher chicken, and he actually made a prayer over it, is that right? Michael Sophocles: That's correct, Sir Alan. Margaret Mountford: And he slaughtered it for you? Michael Sophocles: That's correct. Sir Alan Sugar: Are you having a laugh or what? I don't know why you didn't go the whole hog, and find a Roman Catholic priest to take the butcher's confession. You're here because you're supposed to be intelligent people, it's unbelievable! Aren't you embarrassed, Michael? Michael Sophocles: I am embarrassed, yes, Sir Alan. Sir Alan Sugar: Do you know what the word L'Chaim means? Michael Sophocles: I know what the word schmuck means. Sir Alan Sugar: (repeating the question) No, but do you know what the word L'Chaim means? Michael Sophocles: No. Sir Alan Sugar: (shocked) You don't?!"