Lord Alan Sugar doesn't sugar coat his reactions to celebrity egos and certainly isn't one to instill a sense of confidence in the 10 apprentices who face him across the boardroom table in the first episode of Celebrity Apprentice Australia.
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His opening gambit is he doesn't like "bullshitters, cheats, liars or schmoozers".
Many might assume one of those labels could be ascribed to almost the entire cast.
Lord Sugar has been at the helm of Britain's The Apprentice for 15 years. He is the former chairman of Tottenham Hotspur FC, founder of electronics giant Amstrad as a 21-year-old, and has an estimated worth of more than 1 billion pounds.
Knighted in 2000, for his services to business, Lord Sugar is an intimidating figure, certainly to comedian, actor, producer Rob Shehadie co-creator of Here Come The Habibs and star of Fat Pizza.
"I never thought I'd do a reality tv show," Shehadie says. "For 21 years I've always been in character, I've never been myself on camera, but I didn't want to put myself under too much stress like in the jungle [I'm a Celebrity Get Me Out of Here].
"But I like this show because it's basically about raising money for your charity - it's comfortable.
Shehadie is a fan, having watched Celebrity Apprentice back when Mark Bouris was in the boss' chair.
"When I found out who the boss was [this time] I thought 'he's a scary character'. He actually reminds of my school principal. I couldn't approach him even off camera.
"I just don't know if he's playing a game or if that's really him," Shehadie says.
"The way he talks in the boardroom, I mean the last time I felt that fear was when my school coach told me he would cut me from the rugby team if I didn't shape up."
And that's just the way Lord Sugar likes it.
Shehadie says all the celebrities are very different but you can see who might run the room right from the start.
"But you don't know who's genuine and who's just got big egos."
He says he knew of fashion designer Camilla Franks but didn't know what she looked like.
"I told her 'I can't believe I paid so much for a curtain'," he says, having bought one of her trademark caftans.
"It's an honour to be around those kind of people. Olivia [Vivian - Olympic gymnast and Ninja Warrior] is a massive role model for kids, and has the most beautiful soul.
"I didn't know too much about Alex [Hayes - Instagram star and pro surfer]. He has a massive following and I think channel 9 picked the cast really well. They've covered all kinds of markets, David [Genat] from [Australian] Survivor, and Wippa [ Michael Wipfli] has his radio listeners.
"It's funny, in the cast photo they took I was standing next to David and it was like if Vin Diesel and Channing Tatum had a love child that would be me.
"Ross [Noble - English comedian] and I, we got along well. It was like we were the Aussie battlers, even though he's English. Plus I had a lot of laughs with Wippa. A lot them were very intense, but I'm like do the task but you've got to enjoy yourself."
Shehadie says after the first couple of days he felt mentally drained, as there were cameras everywhere, and you had to be 'on' all day. But the thing he was a little worried about was coming up with the money to help his charity the Save our Sons Duchenne Foundation.
Alex all the young kids know him, Martha -MAF fans, Veronicas have their own fan base, Anthony too,
"That's the hardest thing. Certain people have good connections, like Alex and his followers, Martha [Kalifatidis - Married at First Sight bride and social media influencer] with her MAF fans and The Veronicas [pop twins Lisa and Jess Origliasso] and Anthony [Callea - ARIA award-winning singer] have their own fan base.
"I had to call on relatives, and people I'd worked with over the years."
Both teams wanted to win the first challenge and there were a few noses put out of joint during the decision-making process.
But Shehadie says it was exciting to be in that environment. He was in his element watching how they were actually making the show.
"I loved the experience. There wasn't a day I didn't like it."
He says the teamwork wasn't hard, coming from a rugby union background.
"You always learn from experiences. If I was to do another reality tv show I might dive in deeper," he says.
Social media influencer Alex Hayes, on the other hand, takes everything in his stride, signing on to the show thinking it was The Block.
"One day I had just got out of the surf and had an email from channel 9. I agreed to doing it, then I learnt it was a business challenge," the recently turned 23-year-old says.
Hayes thinks people will underestimate him.
"To the normal eye it seems like I haven't much [business experience], but I have turned my online image into a brand. It's just different to the traditional way of doing business."
He and fellow influencer Kalifatidas "hit it off from the start", says Hayes.
"To be completely honest I didn't get intimidated [by the other apprentices].
"Through travelling I've met quite a few people of celebrity status. It was cool to see familiar faces, but I hadn't met any of them before. I knew The Veronicas and Olivia and Whippa, and I remember watching Michelle Bridges from The Biggest Loser way back," he says.
Although he copped some criticism for his art piece for the first fundraiser, he says he didn't take offence.
"Everyone has a different perspective. There will always be colliding opinions. And as much success as Lord Sugar has had, his traditional way of thinking doesn't favour an environmental and moral agenda. You have got to come from the heart.
"I try to better myself every day and if I can help someone else to achieve their goals, that's even better."
Hayes says he's grateful to come from a family who put him in the environment.
"Dad always put me out there.
"When I was in school, no one had an idea of how big social media was going to be. It might look like I was just sharing my life with people, but a lot of work goes into my videos. It's not just as simple as putting something online, it's always about storytelling."
Hayes feels he connected well with the others and that everyone had respect for what he was doing.
"It was cool to see people open-minded to what I do. Everyone was trying to do their best. We're all completely different people all trying to raise money for our charities.
He says he would always open to doing more reality tv, and will watch with interest what happens when the show goes to air.