What You See Is What You Get (book)

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What You See Is What You Get : My Autobiography
Author Alan Sugar
Country United Kingdom
Language English
Genre Autobiography
Published 30 September 2010 Macmillan
Media type Print (Hardback)
Pages 640
ISBN 978-0-230-74933-7

What You See Is What You Get is the autobiography of British businessman and TV personality Lord Alan Sugar.[1] The 640-page book, which was published in May 2011, tells the story of Alan Sugar's birth and childhood in a deprived part of London,[2] how he founded the company Amstrad aged just 21 years old,[3] and how he eventually became a successful multi-millionaire tycoon, received a knighthood, and was appointed to the House of Lords. Sir Alan also reveals his main method of business and entrepreneurial activity: (a) observing what market leaders are doing, (b) making better and cheaper products than the market leaders, and (c) not focusing on the exclusive or more expensive parts of the market, rather selling to the mass market.[4]


  1. ^ Sale, Charles (9 September 2010). "Alan Sugar's new book will be bitter for Terry Venables". Mail Online. London: Mail Online. Retrieved 4 October 2010. 
  2. ^ What You See is What You Get - Amazon information page.
  3. ^ "Amstrad Company Profile – A brief history". Amstrad Limited. Retrieved 27 November 2010. 
  4. ^ "Key Lessons from Alan Sugar Autobiography 'What You See Is What You Get' (page 120)". Retrieved 17 December 2010. 

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