Acknowledgements. The Life and Times of Alan Sugar. One: Don't Push or Shove. With a reputation for being belligerent, Alan Sugar may not take any prisoners or suff er fools lightly, but one thing is for sure - he is no bully. Two: Start a Revolution. As a young entrepreneur, Sugar blasted onto the scene, crashed through corporate and class barriers, and revolutionized the business world forever. Three: Know Your Customer. A natural wheeler and dealer, Sugar has built up an empire from scratch by instinctively knowing exactly what his customer wants. Four: Stay True to Your Values. Alan Sugar has based his whole career and personal life around a core set of traditional values, to which he credits his success. Five: Learn from Your Mistakes. From business mogul to football chairman to media personality, Sugar has had his fair share of ups and downs, but he has managed to recover from the troubled times with grace and dignity. Six: Drive a Hard Bargain. As one of the world's toughest negotiators, Sugar has never been shy of driving a hard bargain to get what he wants. Seven: Invest in the Right People. Sugar considers people to be a company's most important asset and values loyalty and honesty above all else. Eight: Lead from the Front. A born leader, Sugar motivates and inspires his team by using clear, direct communication, coupled with an inclusive management style. Nine: Win as a Team. Both a leader and a team player, Sugar understands the importance of working as a united front in order to achieve that all-important goal. Ten: Hire in Haste, Repent at Leisure. Sugar uses clever interviewing tactics to test and challenge his prospective employees. His hiring model may be tough, but it always gets him the right person for the job. How to Negotiate the Alan Sugar Way. The Last Word. Notes. Index.