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Karren Brady on Lord Sugar, the new series of The Apprentice, her iconic eye roll, and how she’s stopped being a people-pleaser...
Baroness Karren Brady has done it all. The 54-year-old has worked her way up in business, been awarded a CBE, and is currently the Vice-Chairman of West Ham United football club – earning herself the nickname of ‘The First Lady of Football’. But Karren has also become loved by TV audiences, thanks to her role on The Apprentice, which she joined in the sixth series back in 2009. Now on its staggering 18th instalment, Karren and her fellow aide Tim Campbell are back, alongside boss Lord Alan Sugar, to put another batch of hopeful entrepreneurs through their paces. Here, Karren – who is mum to Sophia, 25, and Paolo, 21, with husband Paul – fills us in on what we can expect from this year’s candidates, Lord Sugar and the boardroom....
Hi Karren. We can’t wait for the new series of The Apprentice. Why do you think it’s still so popular?
Lots of shows that are loved become less loved as the series goes on, but this tends to build more and more momentum, so we’re really pleased. And it’s a number of things. Alan’s one of the world’s most successful entrepreneurs, and there’s no one like him. He brings a level of authenticity that’s not about fame, it’s genuinely about helping people start up businesses.
Secondly, it’s a format that’s easy to understand and people are used to. Plus, people love business. And you’re either hiding behind the sofa, or with your head in your hands – or, like me, rolling your eyes – or you’re genuinely rooting for them.
What do people say to you about the show?
I get so many young people come up to me and say they watch it religiously. If you think about how long it’s been going, if you started watching it at 16, you’re now in your 30s, so you’ve sort of grown up with it.
What can you tease about this year’s candidates?
It’s probably the most highly qualified set of candidates we’ve ever had – pharmacist, dentist, some already successful business owners. But with high standards and achievers comes high ego! They think they’re really, really, really good. All of them think they should be the boss and they should have the final say. It just becomes more and more difficult.
What does it take for a candidate to stand out?
What they shouldn’t do is hide. Alan doesn’t like anybody to hide, and it always amazes me. I would want to be project manager for every task, because it’s an opportunity to show what you can do. If you hide at the back of the room with no opinions and go with the flow, if you can’t value your own opinions, why shoul
