The Northern Irish charmer – famous for trotting out naff soundbites – is put on the spot by Lord Sugar’s former adviser Margaret Mountford during an interview when she asks him to describe himself without using clichés.
Hapless Jim totally fluffs his lines when he replies: “I’m exactly what it says on the tin”... leaving Margaret with her head in her hands, lost for words.
The blunder – which will be seen by around 10 million people tonight – is not the only embarrassing moment for the 32-year-old marketing manager as he comes under fire from four of Lord Alan’s tough-talking advisers.
In his first interview, free magazine mogul Mike Soutar immediately pulls him up on his love of business jargon when he says: “I’ve read your application and it’s full of clichés, buzzwords and blarney. Jim, do you have difficulty expressing yourself succinctly?”
Then it is acid-tongued Margaret’s turn as she accuses him of “swallowing a book of clichés”. After reading his CV she asks him: “What impression does that give me of you? That you’re a bit of an ass?”
final will also see the return of advisor Margaret Mountford who grills the finalists on their business plans.
Lord Sugar's right-hand woman was replaced by football boss Karen Brady after Mountford left the show in 2009 to pursue academic studies.
Of the contestants, skincare entrepreneur Ma has faced Lord Sugar three times in the boardroom as has inventor Pellereau.
Milligan, an executive assistant to a CEO, has been called back to the boardroom just the once, while Eastwood, a sales and marketing manager from Northern Ireland, has made two boardroom appearances.
Business heavyweights Claude Littner, Mike Soutar and Matthew Riley will also grill the finalists before the final showdown with Lord Sugar.
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