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Worcestershire-based 'James Bond of the business world' included in lineup for 2023 series of The Apprentice

4 January 2023
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A Worcestershire man who describes himself as the “James Bond of the business world" has been confirmed as one of the contestants of the next series of popular BBC television show The Apprentice, which begins on Thursday (January 5).

Joe Phillips studied zoology and animal behaviour before leaving the UK to be a safari guide in South Africa.

Now back at home in Worcestershire, Joe will be one of 18 contestants vying for the attention of host, judge and jury Lord Sugar, with a £250,000 investment up for grabs.

Speaking about his qualifications and life as a safari guide, Joe said: "that gives me the edge I need, to be unique enough to succeed in the process."

And he said his biggest challenge in life had been his dyslexia.

"I remember when I first got diagnosed with Dyslexia, I broke down in tears," he said.

"I genuinely felt like it was a weakness that was going to hold me back and it kind of was, I really struggled to keep my head above water at school.

"Having said that, it’s a weakness that is also my greatest strength. At school I was determined not to let it hold me back and today I use it to drive my success.

"Because I struggled so much with it, I work hard just to keep up with everyone else. Today it’s not enough just to keep up.

"I want to prove to everyone that having dyslexia isn’t something that will hold you back, it’s something that will drive you to success."

Joe's business idea for which he is seeking investment aims to "save the ocean, one lip balm at a time."

 

 


Peter Davison is deputy editor of The Business Magazine. He has spent his life in journalism – doing work experience in newsrooms in and around Bristol while still at school, and landing his first job on a local newspaper aged 19. By 28 he was the youngest newspaper editor in the country.

An early advocate of online news, he spent the first years of the 2000s telling his bosses that the internet posed both the biggest opportunity and greatest threat to the newspaper industry and the art of journalism. He was right on both counts.

Since 2006 he has enjoyed a career as a freelance journalist. He lives in rural Wiltshire with one wife, two children, and three cats.

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