Exclusive: Lord Sugar's Top Aide Makes Astonishing Confession Ahead of New Apprentice Series
The first ever winner of The Apprentice, Tim Campbell, who now serves as one of Lord Alan Sugar's trusted aides, has revealed a surprising truth: he is not intimidated by the business magnate's infamous "You're fired!" declaration. Instead, Campbell confesses that his mother's stern Jamaican-accented voice instills far greater fear in him.
A Mother's Influence Overrides Boardroom Tensions
When Alan Sugar points his finger and bellows across the boardroom, contestants and viewers alike often tremble. However, Tim Campbell, who secured a £100,000 job with Amstrad after winning the show's inaugural series in 2005, remains unshaken. He attributes this resilience to his mother's formidable presence.
"My mother calls me Timothy. Not Tim," Campbell explains. "And when she says it with a Jamaican slant, you know she means it. That's why I am not afraid of anybody."
He elaborates that his mother imparted a crucial lesson: self-acceptance is paramount. "My mum is so wise, and she taught me that when you look in the mirror, you can't change who you are," he says. "If someone has a negative view of you, then whose problem is that? Go and find another place."
Fearlessness Earns a Permanent Seat Beside Lord Sugar
Campbell's bold approach and willingness to embrace risk have endeared him to Lord Sugar, ensuring his continued role on the programme. As The Apprentice launches its milestone 20th series, the 48-year-old entrepreneur will once again sit alongside his mentor and Karren Brady.
A co-founder of the Bright Ideas Trust and an MBE recipient in 2012 for services to enterprise culture, Campbell mirrors Lord Sugar's direct communication style. When questioned about some contestants' lack of awareness, he responds candidly: "Some of them are clueless, but some of them learn. Most of them learn along the way, and what you see as we progress through the series is the cream usually rises."
He emphasises the challenges of performing under pressure, noting: "It is really easy to sit back and say, 'I would have done ten times better than that.' I guarantee you, when the adrenaline is pumping and the cameras are in your face, mistakes are likely to happen."
Predicting Winners and Fostering Teamwork
Campbell asserts that identifying the ultimate victor at the outset is impossible, as various tasks highlight different skill sets. He believes that exceptional candidates excel in teamwork. "What makes a great candidate is someone who can work as part of a team," he states. "The winners understand they are 100 per cent in it to win, but they bring people with them."
Residing in London with his wife Jasmine, whom he met at university, and their two children, Kayla and Aaron, Campbell advocates for greater empathy towards contestants. He contrasts The Apprentice with other competitive shows, saying: "Most shows are about individualism and about killing everybody else, like The Traitors. I love The Traitors. But with this show, as in business, you have to empower other people to come with you."
He encourages viewers to recognise the value of mistakes in building resilience. "I want people to make mistakes and learn," he insists. "Don't get me wrong, what you can see from my furrowed brow sometimes, the mistakes even baffle me. I am like, 'How did you do this? How did you mess up?' But I would encourage people to have a level of empathy. It is easy to write people off."
Campbell reminds audiences that contestants are real individuals taking significant risks. "You have got to remember we are making a TV programme, but these are real human beings," he says. "I always have a level of empathy with somebody who is willing to take a risk because of the big reward at the end of it. If I told my children everything they did was a mistake, then they would never have learned to walk. My first reaction was to help them up and encourage them to go again."
Reflections on a Transformative Experience
Despite the life-changing opportunities that winning The Apprentice afforded him, Campbell admits he might not apply if he were in the same position today. Speaking at the Oxford Union, he reflects: "Doing the show was transformational for me because I won. The good thing about the show, which has kept it alive for 18 years, is that it manifests the British dream."
However, he notes the evolution of the format. "But if I had made wiser decisions earlier on in my career, I probably would not have applied for The Apprentice," he concedes. "The format is different now. It was not an investment then; it was for a job. Coming from a working-class background, somebody dangled a six-figure salary in front of me. It was somebody I respected, as I had one of his Amstrad computers. So I thought, 'Sod this, I am applying.' But the world of work has changed now. If I had made wiser decisions, I would have already been on another trajectory."
Navigating Modern Scrutiny and Business Setbacks
Campbell highlights the intensified scrutiny contestants face in the digital age. "I was in an inner-city area and got a 2:1 in psychology. The cost of me applying to a television show was quite low. I did not have much to lose," he recalls. "Today, they can catch your data; your social media profiles leave footprints. The cost of applying for something like that now is quite high."
He expresses sympathy for younger generations, adding: "You can Google stuff and find out stupid things I did when I was on the show, but most of the stuff from my teenage years you are never going to know about. Thank goodness that is the case. I feel sorry for the generation now where the scrutiny is huge."
Open about his entrepreneurial challenges, including a failed fragrance business and a dissolved digital marketing agency, Campbell shares a valuable insight. "When I failed, I realised no-one gave a sh**," he says. "In my head, it was massive and the worst thing in the world—it was disastrous. But I learned the world is going to keep turning regardless of what I do."
Embracing Identity and Difference
As a Black man in business, Campbell advises others to leverage their uniqueness. "My honest advice is, 'Be comfortable in who you are,'" he asserts. "I have to be comfortable with who I am, and that took time. I say use your difference as a powerful tool. If I am the only Black man in the space, I can't disappear, but I don't want to be forgotten."
Heeding his mother's wisdom and accepting himself fully has proven successful for Campbell, who is embarking on his fifth series as Lord Sugar's aide. "I love my position of sitting back and wondering what I would do," he concludes.
The Apprentice begins its 20th series tomorrow night at 9pm on BBC One and will be available on BBC iPlayer.
