Lord Sugar has warned The Apprentice wannabes they are not guaranteed success if they win.
They battle to win a £250,000 investment for their business on the BBC series.
But if they get into money troubles, they won’t get any extra cash to save them from going bust.
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Lord Sugar said: "Let’s be open about this, not everyone succeeds. They are told at the beginning there’s £250,000. That’s it, no more.
"All you’re going to get is my mentoring, my help, assistance from my staff. If you run out of money, you’re done."
Lord Sugar reckons the show can be a ticket to big success if the investment cash is used wisely.
A string of winners have gone to make big money.
He added: "Their lives are changed. In the past 17 years, at least five of them are now millionaires in their own right."
Businesses are facing tough times due to the cost of living crisis.
But Lord Sugar thinks that’s no excuse for failure.
He said: "In my 58 years of business I have lived through valleys and mount of economic boom and depressions.
"All I can say to people is, ‘Keep your head down, get ok with it, stay focussed, stay honest and you’ll come through the other end’."
Some of the people Lord Sugar put his financial backing and training behind didn't even win the show, showing that winning really isn't everything.
The businessman revealed on You're Hired shortly after the final that he would be investing in Susan Ma, founder of Tropic Skincare, despite her not winning.
The business has gone on to have a net worth of £4.6million and became one of the most successful companies which came from The Apprentice.
Lord Sugar encourages people to have a work ethic and take his mentoring and help on board – and with many of the previous contestants, it has worked.
So who will thrive from the 2023 candidates? Only time will tell…
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The Apprentice, from Thursday 5th January, on BBC One and iPlayer
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