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To sell the show, we created the narrative that Trump was a super-successful businessman who lived like royalty. That was the conceit of the show. At the very least, it was a substantial exaggeration; at worst, it created a false narrative by making him seem more successful than he was.
In fact, Trump declared business bankruptcy four times before the show went into production, and at least twice more during his 14 seasons hosting. The imposing board room where he famously fired contestants was a set, because his real boardroom was too old and shabby for TV.
Trump may have been the perfect choice to be the boss of this show, because more successful CEOs were too busy to get involved in reality TV and didn’t want to hire random game show winners onto their executive teams. Trump had no such concerns. He had plenty of time for filming, he loved the attention and it painted a positive picture of him that wasn’t true.
At NBC, we promoted the show relentlessly. Thousands of 30-second promo spots that spread the fantasy of Trump’s supposed business acumen were beamed over the airwaves to nearly every household in the country. The image of Trump that we promoted was highly exaggerated. In its own way, it was “fake news” that we spread over America like a heavy snowstorm. I never imagined that the picture we painted of Trump as a successful businessman would help catapult him to the White House.
I discovered in my interactions with him over the years that he is manipulative, yet extraordinarily easy to manipulate. He has an unfillable compliment hole. No amount is too much. Flatter him and he is compliant. World leaders, including apparently Russian strongman Vladimir Putin and North Korean dictator Kim Jong Un, have discovered that too.
I also found Trump remarkably thin-skinned. He aggressively goes after those who critique him and seeks retribution. That’s not very businesslike – and it’s certainly not presidential. This week, he threatened to use the National Guard against Americans who oppose him, calling them the “enemy from within.”
I learned early on in my dealings with Trump that he thought he could simply say something over and over, and eventually people would believe it. He would say to me, “‘The Apprentice’ – America’s No. 1 TV show.” But it wasn’t. Not that week. Not that season. I had the ratings in front of me. He had seen and heard the ratings, but that didn’t matter. He just kept saying it was the “No. 1 show on television,” even after we corrected him. He repeated it on press tours too, knowing full well it was wrong. He didn’t like being fact-checked back then either.
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