''What You See Is What You Get'' is the

autobiography An autobiography, sometimes informally called an autobio, is a self-written account of one's own life. It is a form of biography. Definition The word "autobiography" was first used deprecatingly by William Taylor in 1797 in the English peri ...

of British businessman and TV personality Lord Alan Sugar. 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, how he founded the company Amstrad aged just 21 years old, and how he eventually became a multi-millionaire tycoon, received a knighthood, and was appointed to the

House of Lords The House of Lords, also known as the House of Peers, is the Bicameralism, upper house of the Parliament of the United Kingdom. Membership is by Life peer, appointment, Hereditary peer, heredity or Lords Spiritual, official function. Like the ...

. Sugar 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.

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