Business magnate, billionaire, political adviser, reality TV star and former football club owner.
All worthy descriptions for Lord Sugar, who has also built up a reputation for transferring his no-nonsense approach in the boardroom to social media.
Nothing epitomised that more on Saturday night than when, fresh from watching The X Factor, he unleashed this zinger towards Paris Hilton.
Earlier The Apprentice star had lent his commentary to the ITV singing show.
Keep doing your thing Lord Sugar.
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