Karren Brady: 'New Apprentices more driven'

Karren Brady has said that this year's The Apprentice has attracted a different kind of contestant.

Alan Sugar's assistant on the show agreed that those applying in 2011 have been less sales-focused than in previous years, because of the new prize of £250,000 to start a business with Lord Sugar.

Brady told DS: "Somebody who wants to own their own business has a different sort of personality to somebody who wants to work in somebody else's business.

"I think that you'll find that they're far more driven individuals that have invented things, have run their own businesses and have managed businesses."

Asked if she, Nick Hewer and Lord Sugar are looking for something different in this year's winner, she replied: "Definitely. The tasks will be all geared to starting up a business, setting up a business, coming up with an idea for a business.

"It's going to have a really different feel about it, because it's going to be focused much more on how you make money out of an idea."

> Click here to read our full interview with Karren Brady