So prior to the current series, I’d never watched the Apprentice. The concept reminded me too much of some curious hybrid of actually working and interviewing for a new job through one of those awful milk-round processes where you have to do ludicrous, unrealistic exercises to prove your worth.

Amanda brought me round. As with football and celebrity, and occasionally Eastenders, The Apprentice has become one of those shared frames of popular reference. Everyone has a view on it; everyone gets caught up in the exercises, and for those of us who work in marketing… there’s a thousand lessons of what not to do painted every week.

This week, I have a new phrase for an undifferentiated marketing proposition. The "Every Dog." If anyone tries to pitch me a generic sounding service again, I’m just going to say "No thanks, that’s too every dog." It might even work.

Talking to a colleague today gave me an insight as to why there’s such a strong appeal to the programme. They do seem to find curious, dysfunctional groups of people to collaborate on these projects. The net result is dramatic, exciting, and ludicrous television, in which modestly intelligent people get on so badly that they fail, in many cases, to organise the proverbial piss up in a brewery. Which makes you feel good about your own merits, modest as they may be.

Lord Sugar; thank you for this feel-good television. It’s the best thing I’ve got from you since my Amstrad PC 2286.