"Every product and service is sold on the promise of a better future. The purpose of business is to deliver on the promise, and profit is the reward for doing so."

"The future of marketing belongs to honest information, accurate data and clear claims based on truth."

"Life's too short to sell things you don't believe in."

"People will only follow you if they see you're ahead, are convinced you know the route, trust you, and want to get there too."

"The future is about emotion: reactions to events are usually far more important than the events themselves."

"Tribalism is the most powerful force in the world."

"Syed, SHUT UP! (Lord Sugar speaking to Syed Ahmed)."

"I've got to continue the process with some candidates, some very strong candidates that are left. Let's get rid of the no-hopers. No chance. Don't waste my time. (to Ella Jade Bitton after firing Sarah Dales before the first ever triple firing in the series)."

"Robert, I don't like people who bottle out. So Robert - You're fired. (to Robert Goodwin when he was fired before the final boardroom in the second task)"

"My disposals get taken away in the back of a taxi! (referring to the task in week 6, which centred around waste disposal and where Edna eventually fired)."

"A message needs to go back. Vincent - you're also fired!"

"All I've heard from you so far is a lot of hot air, so in the interests of climate change you're fired... (to Stuart Baggs in the boardroom)."

"We've got two very despondent gentlemen, we've got Claire, she will get her 500 rounds of bullshit out and stick it in her AK47 and deafen us all in here. (Episode 9)."

"Sian Lloyd – what was she doing there? Why did you cast and pay for a kind of celebrity for your advert? You know, I could understand if your advert was based on weather, I could understand if your advert was based on her being upset because her boyfriend blew her out for a cheeky girl, right and she's crying, but I can't understand this. She's not even a mother, what's the point? (Episode 9)."

"OK, because if you're unsure, you can always pull your trousers down and we can check. (On whether or not Michael Sophacles is Jewish)."

"You were devastated when you got a B in your GCSE French. You're gonna be even more devastated now, because you've got the big F – you're fired! (firing Nicholas de Lacy-Brown in episode 1)."

"Your back's against the wall and you're almost done for – it's Dunkirk all over again! (The Apprentice (To Paul, the ex-army Lieutenant before he is fired.))."

"I tell you what, if any of you survive here, I promise you this: As sure as I have a hole in my bloody arse, when it gets down to the two of you, all these people who are saying nice things about you at the moment, will not! So start thinking about yourself!"

"But you were in the restaurant business before?? Marco-Pierre White or something....The Titanic – well here's another bloody disaster you're in now! (To Syed before Alexa is fired after the infamous catering task when the Invicta team lose because they bought an excessive number of chickens to make pizzas)."

"But I've sat here four times, and there is a message coming from above....not that I am a believer in the Lord or anything.... (Immediately before Jo Cameron's firing)."

"Most of the people I do business with are mature businessmen like me, and they are not going to take kindly to being spoken to like a wash woman in the street!! (to Saira Khan during a boardroom showdown)."

"When it comes to bullshit, they [advertising agencies] have forgotten what you haven't already learnt about all this crap! (To Rachel - shortly before her firing, when her supposed expertise in advertising results in the failure of the advertising task)."

"Now Matthew, you are an awkward character - I'm sorry to say that to you but you are an awkward character. It seems you can't help yourself...you need confrontation! That worries me, that worries me a lot! (To Matthew Palmer, shortly before his firing)."

"If you take care of your character, your reputation will take care of itself."

"I came from an environment where I needed to succeed. There was no wealth or anything like that in the family. Not that we were paupers, but we had to fend for ourselves. Kids today are not as hungry as I was. They don’t understand how tough my generation was."

"I don’t believe in God and all that. But I am Jewish, and very proud to be so, very proud of the culture."

"My history of lending money from banks is that they want to know the ins and outs of the backside of a duck."

"If there was a market in mass-produced portable nuclear weapons, we'd market them, too."

"Pan Am takes good care of you. Marks & Spencer loves you. Securicor cares. I.B.M. says the customer is king. At Amstrad, we want your money!"

"To create something that's genuinely new, you have to start again, and I think with great intent, you disconnect from the past."

"With a father who is a fabulous craftsman, I was raised with the fundamental belief that it is only when you personally work with a material with your hands, that you come to understand its true nature, its characteristics, its attributes, and I think – very importantly – its potential."

"I think a beautiful product that doesn't work very well is ugly."

"Paying attention to what’s happened historically actually helps give you some faith that you are going to find a solution. Faith isn’t a surrogate for engineering competence, but it can certainly help fuel the belief that you’re going to find a solution. And that’s important."

"My father was a really good craftsman – he was a silversmith – so I grew up understanding how things were made. That’s something that’s easy to take for granted, but everything that has been made has been thought about, designed, and I think that growing up with an appreciation of the nature of objects was hugely influential to me."

"I think there's almost a belligerence - people are frustrated with their manufactured environment. We tend to assume the problem is with us, and not with the products we're trying to use. In other words, when our tools are broken, we feel broken. And when somebody fixes one, we feel a tiny bit more whole."

"It’s not too shabby is it?"

"We have always thought about design as being so much more than just the way something looks. It's the whole thing: the way something works on so many different levels. Ultimately, of course, design defines so much of our experience."

"I think there is a profound and enduring beauty in simplicity; in clarity, in efficiency. True simplicity is derived from so much more than just the absence of clutter and ornamentation. It's about bringing order to complexity."

"The memory of how we work will endure beyond the products of our work."

"Very often design is the most immediate way of defining what products become in people's minds."

"The defining qualities are about use: ease and simplicity. Caring beyond the functional imperative, we also acknowledge that products have a significance way beyond traditional views of function."

"The more I learnt about this cheeky – almost rebellious – company, the more it appealed to me, as it unapologetically pointed to an alternative in a complacent and creatively bankrupt industry. Apple stood for something and had reason for being that wasn't just about making money."

"There's an applied style of being minimal and simple, and then there's real simplicity. This looks simple, because it really is."

"I think so many of the objects we're surrounded by seem trivial. And I think that's because they're either trying to make a statement or trying to be overtly different. What we were trying to do was have a very honest approach and an exploration of materials and surface treatment. So much of what we try to do is get to a point where the solution seems inevitable: you know, you think "of course it's that way, why would it be any other way?" It looks so obvious, but that sense of inevitability in the solution is really hard to achieve."

"It's sad and frustrating that we are surrounded by products that seem to testify to a complete lack of care. That's an interesting thing about an object. One object speaks volumes about the company that produced it and its values and priorities."

"Being superficially different is the goal of so many of the products we see . . . rather than trying to innovate and genuinely taking the time, investing the resources and caring enough to try and make something better."

"A good idea turns every cog in your mind, making you scared of bed in case the whole machine grinds to a halt."

"But there is only one person I blame for getting shafted, and that’s myself. I went into the deal which I thought would secure the future of Orange Aids with culpable impetuosity. I had been used to doing business on a handshake and my word of honour, and I made the error of actually believing what the men in the pin-striped suits told me."

"As they say, art is pleasure, invention is treasure, and this nation has got to recognise that. If they can spend a fortune on dead sheep and formaldehyde, then it can spend a bit more of that money on inventors."

"The key to success is to risk thinking unconventional thoughts. Convention is the enemy of progress. As long as you've got slightly more perception that the average wrapped loaf, you could invent something."