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The James Max Q&A Interview
Exclusive to talkSPORT1089.co.uk

James Max is a qualified chartered surveyor with an extensive range of
experience in property investment, investment banking and finance. He was
a semi-finalist in the first series of BBC2's The Apprentice.

Since taking part in the programme he has undertaken a wide array of television,
radio and public speaking engagements. He presents the Business Update on
The Game with Adrian Durham every weekday at 4:50pm, writes a weekly column
for The Times, a monthly column for Property Week and has written for The
Sunday Times. He is currently working on some TV and radio projects and has
spoken at corporate events, awards ceremonies and training events in the UK.

In addition, James is a regular presenter on LBC 97.3 in London on a Sunday
evening between 7:00pm-9:00pm and also presents the 8:00pm-10:00pm slot
on a Saturday evening on talkSPORT following The Final Whistle.

You came to attention of the pubic due to your appearance on the BBC television programme The Apprentice with Sir Alan Sugar. How did you find the challenges on the show and did you find the relationship with your colleagues tough as you had compete with them as well as work together in a team?
Many people ask whether I actually enjoyed taking part. It was brilliant. Because not only it was a genuine competition, but also the challenges allowed us to do things that money can’t buy. As a financier, why would one sell flowers on the street? Alternatively, go to a farm and make homemade produce to sell at a farmers’ market? And others like the art task or selling on a home shopping channel. It was just a lot of fun.

In any job or situation, you must earn respect. If you have respect for your peers, you don’t need to stab them in the back. Similarly, if they respect you they won’t stab you either. I saw it as a competition whereby, if you are what Sir Alan is looking for you will rise to the top. In addition, I always said to my fellow competitors, if we win the task we are not going home. I got on well with my fellow candidates and am still in touch with them.

What did you say in your initial application to go onto The Apprentice and how much did you want to work alongside and for Sir Alan Sugar in his companies?
Oh my! The application form for The Apprentice was six pages long and I cannot remember all of it! I think one of the questions asked what you would do if you could do anything in the world and not get caught. I responded that I would like to go inside Buckingham Palace and inspect the Queen’s quarters to see what family photos she had and also whether she kept books in the loo.

As for working for Sir Alan, everyone focussed on the part that to me is irrelevant: money. I very much wanted to win and work for him, as I believed that he would teach me a thing or two. I also thought he would challenge me and allow me to develop as a business person. I don’t mind taking a salary cut in order to make progress. A lot of people found that hard to understand. I think I have proved that since, given my change of career and willingness to start at the bottom again.

Since reaching the semi-final stage on The Apprentice, your profile has raised significantly with you working for The Times, Property Week, Working Lunch on BBC 2 and radio with LBC and talkSPORT. How have you found the transition in your life from before The Apprentice to after its full broadcast?
Since the programme went out, I have been able to take part in some really fun events, challenges and broadcasts. Anyone who thinks that "stuff" just arrives in your lap as a result of it, then think again! In some ways it has been a tough few years establishing what I want to do. I made a conscious decision to change career path after the programme and have spent the last two years learning and getting valuable experience. My view is that to have any longevity you have to prove that you are able and willing to learn. There is no point just being “that posh bloke off The Apprentice” for the rest of my life. Not only would it be dull but also very limiting. I just hope I can continue with the projects I have going at the moment and learning along the way.

It is a bit weird though. Whilst the programme was going out, life really was quite chaotic and a trip to the supermarket could take twice as long. That’s pretty much died down, although now people recognise my voice when in a cab or at parties or even on the telephone. Of course my life has changed, but I don’t think I am a different person, it’s just a fun chapter in my life which has turned everything else I was doing upside down!

Before The Apprentice, you qualified as a Chartered Surveyor and have experience in Property Investment, Investment Banking and Finance. Who did you work for and how did your previous experiences secure a lengthy stay on The Apprentice?
I was a director of DTZ, a property advisory firm and then went on to work in investment banking at Morgan Stanley. My last “proper job” was as a Principal Director of a private equity firm called Doughty Hanson. There I headed up the UK part of the property fund. All three jobs were very challenging and required a lot of different skills and time. When I took part in the programme, I just applied myself as best I could. I think there were a couple of reasons why I managed to get on as well as I did: Although others had more tangible skills in some areas my training means I am adaptable and learn fast; I get on with most people so we were able to spend more time doing and less time arguing; I am competitive. So, I worked hard and pursued every task with vigour.
I think that is about it really. I think even Sir Alan judged me initially based on my accent. After a while he realised that perhaps there was more to me. In the end he had to make a decision between a finished article or someone he could mould. He decided to mould!

As previously mentioned, you have started working for various stations with more regular appearances on LBC and talkSPORT. Did you have any previous experiences or interest in radio broadcasting before?
Not really, no. I had done a few bits of TV and radio as an interviewee, but nothing substantial. I think I always had a latent interest in broadcasting. As a child I was obsessed by Swap Shop and made Lego models of the studio set. I used to listen to things like LBC and Tommy Boyd, who is a legend, and Kenny Everett, who was incredibly inventive. I don’t think I ever thought I would actually end up broadcasting for a job though!

With talkSPORT you give the latest business updates and news during The Game with Adrian Durham each weekday at around 4:50pm. How did your appearances on the station come about?
I went to see a friend of mine after a few months of scratching around wondering what I was going to do with my life. He suggested that talkSPORT would be a good home for me so I just rang the programming director and went for a meeting. He rang me about two hours later and asked if I would do the business updates for 2 weeks, for no money. If I was any good, he said he would keep me on. The rest, as they say, is history!

More recently, and especially over the Christmas period, you have been given the opportunities to present shows on talkSPORT having already done so for a number of months on LBC. How have you found presenting and is it something you would be interested in taking further into the future?
What a time I had over Christmas! It was the first opportunity that I have been able to work on shows that go out on consecutive days. It really gave me an opportunity to improve and learn. I was thrown in at the deep end, but I think I managed to swim. Many people think you turn up and go on air and that’s all that is involved. I spend a lot of time researching and working on material. It does not mean I have a script or anything but I can go on air, be me and feel comfortable that if you call, you will get a sensible answer and that there is some kind of rhyme or reason to what I am doing! I know it may not sound like preparation is done, but it’s true!

As for the future? I have some television and writing projects on the go. I would love to develop my radio career as it’s a wonderful, personal and instant medium. We will have to see what happens! But with my work at talkSPORT and LBC, fingers crossed it will continue to develop.

Do you model your style of presentation on anyone or do you have a particular style that you aspire to?
There are many presenters I respect, from Terry Wogan to Chris Tarrant. On talkSPORT I only remember the telephone number because of how Paul Breen-Turner used to read it out! As for emulating anyone? Of course Mike Dickin was a genius broadcaster. It is alright to take inspiration from those you respect but not to emulate them. You just have to be you.

Which DJ’s and presenters do you listen to and what are your favourite radio stations on your dial that you tune in to on a regular basis?
I listen to much more radio than I used to. I have always listened to James Whale’s show and of course the late and great Mike Dickin, but more recently I have listened at some point or another to all of the presenters on talkSPORT. I think, whilst I would hope I am “me” on air, it’s good to hear the flavour of the station and to know them as people and presenters. As for other radio stations? I do listen to LBC a lot for the same reasons and I am a big Iain Lee and Paul Ross fan and do like a bit of Scott Mills on Radio 1. Chris Moyles has the best jingles in the business and Bam Bam’s podcast is fairly surreal. There are many other people I listen to on occasion with Radio 2 being a station of choice if I was music based listening. I don’t have set times or listening patterns though. I have switched off Capital Radio. It used to be London’s greatest commercial music radio station. Now, it’s simply pants.

As a supporter of Arsenal, have you managed to get to many games at the Emirates Stadium and how did you feel about leaving Highbury?
No, I have not been to the new stadium yet. I have been to see Chelsea more than I have been to see the Gunners! My brother is a keen fan and goes a lot. Perhaps I should keep him company one day!

A number of Arsenal fans have been heard on talkSPORT phone-in shows saying that they would rather not win anything than give up the style of football the team play. Do you subscribe to this or would you rather win trophies at the expense of the team’s playing style?
From my limited knowledge of football, I think playing a fair game and to a certain standard is much better than just playing to win. Having said that, trophies are important and sometimes in this country we are a little too willing to accept defeat, arguing that “sportsmanship” is all important. So, winning trophies is what it’s about, but in my view but not at any cost whether financial or play.

Would you like to see a larger number of British-based players in the Arsenal team on a regular basis or does the lack of British talent in the side not bother you?
Of course I would like to see British talent coming through. But only if they are the best and right for the team. That point, I have to say goes back to education. In this country we have a funny attitude to sport. I think that both sport and music should be encouraged and prioritised at schools. It helps with social cohesion as well as developing real talent , it also helps children in other areas. Until we get that right, we won’t have enough home grown talent. So, I think it’s perfectly acceptable for clubs to buy in who they wish to have at their clubs.

You have also worked alongside Rob Andrew, the former England fly-half and current Director of Elite Rugby. What was your position and role and what was your relationship like with Mr Andrew?
I worked with Rob for two and a half years. He was an excellent boss to have. Very fair. Very hardworking and bright too. We got on very well together. Of course he gave me the occasional cuff around the ear when I stepped out of line. We were at DTZ and worked with international investors wishing to buy commercial real estate in the UK. We did some big deals together along with our ultimate boss and it was quite a team. When I started working with him, he was an associate director and I was a “grunt” but we both progressed and when he was promoted to Director, I was his Associate Director. Good times, I would say.

You also have a massive interest in travelling, especially skiing holidays. What do you consider to be your favourite holiday destinations and what factors are needed for you to have the perfect holiday?
It depends. There is a time and a place for a travelling holiday. It’s amazing to discover new places or visit other countries and sample the culture. Having said that, there’s nothing like a Caribbean Beach, the South of France or a skiing destination with the French Alps as my preferred choice. I am quite a city hopper too and like nothing more than a few days in Paris or New York. Makes me sound like a flash git, but it’s possible to do these things without spending too much cash! I am quite thrifty when it comes to that and to be fair. I always look for the bargains, cheap flights or opportunity to use points from a credit card! To have a perfect holiday, the best advice I can give is to go somewhere where you will feel comfortable. Not only with the surroundings but the people too. A holiday is often made or broken by the people you socialise with, whilst away. I make a point of going with people I like and get on with. It’s a formula that works every time!

You have a great interest in music and have a large collection of CD’s. Do you often go to see live performances and, if so, who have you seen in recent years and who has been your personal all time favourite live performance?
Indeed, I do love music. Sometimes something really trashy does the job, if it’s a good show. Of the reunion gigs of the past few years, I went to see Duran Duran, who were excellent, and Take That this year were also very impressive. As most people know, I love McFly. They are so wrong but so right at the same time and they do a very fine live show. I also went to see Girls Aloud, who do pop like no other band at the moment, oh, and the Sugababes. I saw them last year too and they were magnificent. But I have also been to see some great musicians too like Jools Holland and his band, Eric Clapton, The Rolling Stones and more contemporary stuff like The Kooks and Coldplay. On the classical front, my brother is a cellist and he has done some great concerts in recent years with the piano trio he plays with.

Out of your massive collection of CD’s, which are your current favourites and what CD’s do you have playing your in your car at the moment?
I tend to do mix CD’s for the car as I don’t like that many albums all the way through. Having said that, I do have two Lemon Jelly CD’s in there and one bootleg mix they did as well. Sometimes I like chill stuff like them, Royksopp or Ralph Myerz and other times its pure pop. It just depends what kind of mood I am in and how far I am driving! The latest mix CD has The Kooks, Razorlight, Sugababes, Girls Aloud, James Morrison, Eric Prydz and Eskimo Disco. Fabulous!

As a fan of the theatre, arts and musicals, what have you been to see in recent years and what would do you consider to be your all time favourite piece of theatrics?
I used to think Billy Elliot was fabulous and my number one musical. That’s been relegated to number two now as I think Wicked is sensational. Some people don’t like it but as a piece of original work and it’s wonderful. I went to see The History Boys first time around and am looking forward to seeing how Daniel Radcliffe, the guy who plays Harry Potter, does in Equus in February. I need to go to the theatre a bit more!

You are also an avid fan of the Harry Potter books and films. Do you consider the films to correctly represent the books and do you think that the actors chosen to play the characters are the right ones?
I don’t think that seeing the films is a substitute for the books. The casting is so good that in fact I am pleased I read the books before seeing the movies. That’s one of the great powers of J K Rowling’s writing that she is so visual. I am sure she had people in mind as she created the various characters. I don’t know about you, but when I have been to see the films and famous people pop up here and there, you think "my that’s just who I would have cast". I love it so much as a film series, but very much as a reminder of how much I enjoyed the books. I think all the “child” actors have grown into their roles and I hope they will stay for the whole series,as for the others? Sensational casting. I can’t pick out one actor or actress because I think every casting is perfect.
Apart from Harry Potter by J.K. Rowling, do you have any other favourite authors or writers and what are you currently reading?
To be honest, I don’t read enough. I do love a good autobiography or piece of trash. Last time I was on a beach, I sat reading Piers Morgan’s diary thing and some of Jeremy Clarkson’s books. He really makes me laugh out loud. At the moment I am reading “Running with Scissors” by Augusten Burroughs. Gripping, actually, so I am really enjoying that!

When was the last time you went to go and see a film at the cinema and what are your all-time favourite films and recommendations?
The last thing I went to see was Happy Feet. I was expecting something good but thought it was awful. Last year my favourite movies were The Queen, Borat and 007 in Casino Royale. As for all time favourites? I rather like trash stuff like Back to The Future, The Breakfast Club, Life of Brian, but things like Four Weddings and a Funeral, Lock Stock and Two Smoking Barrels, English films, also rather inspire me. I am less keen on big Hollywood stuff to be honest.

Where would you like to see yourself in 10 years time and what would you like to have achieved in that space of time?
Gosh. Good question. I would like to think that I can develop a career in broadcasting. I am particularly interested in establishing a track record for generating entertaining conversation and incisive comment. It would be nice to have my own business on the side and be a little more established in what I am doing. Aside from that, I would like to own a dog called Dylan.

Thanks to James Max for the chance to interview him. You can catch James on The Game with Adrian Durham each weekday at 4:50pm on talkSPORT with the Business Update, plus every Satuday between 8:00pm-10:00pm from 13th January. In addition, he also presents a Sunday evening show on LBC 97.3 in London between 7:00pm-9:00pm.

The James Max Q&A Interview
talkSPORT Presenter
January 2007