Trump: How to Get Rich

His idea was terrific: Have sixteen people compete in a televised thirteen-week job interview, where the winner gets to become my apprentice. Whoever won would get a six-figure job at The Trump Organization for one year—maybe longer, if he or she was worth it.

What appealed to me most was that the premise of The Apprentice would be educational to viewers. People would be able to see how the real business world works and what it takes to survive in it—or to even have a chance to survive in it.

I asked Mark what kind of a time commitment he would need from me.

Mark’s words, which I will never forget and will always remind him of, were: Donald, believe me, the most time we would need is three hours a week.

I can affectionately say that I was a real schmuck for believing that line.

The first few episodes took about thirty hours each. But it turned out I didn’t mind. As time went by, I started to realize that this show could be really big, and I wanted to devote the kind of time to it that Mark needed me to give.

When we pitched the project to the top networks for bids, everyone wanted it. They loved the concept. We chose NBC, which also broadcasts my Miss Universe, Miss USA, and Miss Teen USA pageants, so it was a quick and easy deal. Neither side had to be convinced of anything, and from the very first meeting, the relationship has been a strong one. Bob Wright, the chairman of NBC, and Jeff Zucker, president of NBC Entertainment, are the best in the business. They worked hard to promote the show and were rewarded with rave reviews and the best ratings of any new show of the season. I know this sounds like typical showbiz hype, but it’s all true.

Once I got used to the time commitment, working on the show came naturally, because, in effect, what I do on The Apprentice is what I do in life: I hire people. I fire people. I make things work.

One of my favorite aspects of the show are the dramatic entrances and exits I get to make—from limousines and planes, or into the boardroom. It’s good to be the CEO, and it’s even better to be the CEO on national TV. It was also great to enlist the services of special guest stars such as George Steinbrenner and Donny Deutsch, the best advertising man in the business, as well as Regis, of course.

When we announced the show to the media in one of the most publicized job listings in recent memory, the reaction was instant and huge. In the first week, we received over 86,000 website hits. Over 70,000 applications were downloaded—the first one from Hamburg, Germany. The tally reached 215,000 before we finally stopped counting. This might have been the biggest job application in history.

Fortunately, Mark and his team knew what they were doing. After reviewing the twelve-page applications and videotapes required of prospective contestants, ten casting directors and five assistant casting directors studide the materials further, narrowing the field to those deemed strong possibilities.

The Apprentice auditions in August 2003. I’m greeting these brave people in front of Trump Tower.

Their screening process was comprehensive and thorough. In the spirit of fairness, open calls were held in ten major U.S. cities. Tens of thousands of people showed up. In New York City, at Trump Tower, those thousands stood in the pouring rain for hours just to get a few moments of consideration. Obviously, most of them didn’t make it, but they’ve got what it takes to succeed because they’ve got the guts to go for it.

Seeing their enthusiasm really revved me up for the show. It also bowled me over. I thought to myself,All these people want to work for

me? It was incredibly flattering. Then again, I doubt those people knew what they might have been getting themselves into. I heard through the grapevine at my office, on one particularly rough day, that the name for The Apprentice competitors who didn’t win spots on the show was The Lucky Fifteen.

There were some amusing moments before we began taping. Mark Burnett brought his adoring father, Archibald, to visit one day. After meeting me, he said, You’re much more handsome in person than I would have thought. Maybe you don’t photograph so well. Good luck with the show. Mark quickly interjected that his father was from Scotland and tended to be on the blunt side. I think he’s terrific.

Mark is a lot of fun to be around—the British equivalent of a Green Beret. He has no fear and tremendous positive energy, which is my idea of a great leader. We’re both big Neil Young fans, so one night, I took him to a concert at the Taj Majal in Atlantic City and introduced him to Neil backstage. Then we went to Naomi Campbell’s party in New York City.