Summary of Apprentice in Wonderland by Ramin Setoodeh ( Keynote reads )
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Ramin Setoodeh, editor in chief of Variety and author of the New York Times bestseller Ladies Who Punch, has uncovered the definitive untold story of Donald Trump's years as a reality TV star, The Apprentice. Setoodeh shares the untold tales from the legendary show, including interviews with Trump, boardroom advisers, and memorable contestants, revealing the impact of The Apprentice on American history.
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Into the Boardroom
In August 2021, Donald Trump returns to Manhattan and meets with a reporter at Trump Tower to relive his TV glory days. The NBC series The Apprentice, which aired in 2004, transformed Trump into an unlikely blue-collar folk hero with swagger, comedic timing, and world-class negotiating chops. Trump's four-year presidency was a kaleidoscope of distortions and fake news,
ending with an attempted coup. Trump lost his Twitter privileges due to his role in inciting the insurrection on January 6, 2021. However, he has reason to crack a smile and revisit some of his best exchanges as NBC's top reality TV moneymaker.
Trump shares a video of key scenes from The Apprentice, including axeing contestant Omarosa Manigault and crowning Joan Rivers the winner of the second celebrity edition. He boasts about his unique perch in popular culture and how his reality TV series changed history. Trump charges the show's creator, Mark Burnett, hundreds of thousands of dollars to lease office space in Trump Tower, and improvised the catchphrase that helped propel the series into the ratings stratosphere.
Trump struggles with facts, the chronology of events, and what exactly he accomplished as president, but the details of that day from more than seventeen years ago flow freely. He admits that he can't accept that a version of himself existed that was once broadly uncontroversial and popular. On The Apprentice, Trump never gave confessional interviews, but by issuing commands and beheading the unworthy, he was simply the voice of God.
Keeping Up with the Trumps
Donald Trump, a real estate mogul and reality TV star, agreed to almost every interview request he received, believing there was no such thing as bad publicity. This strategy was similar to how he approached reporters at Newsweek in 2004. When the author announced in the press that he was writing a book, Trump offered to be the first person he interviewed, extending their time together and spilling over into follow-up appointments. Trump's conversations were haphazard, ranging from monologues to defenses of his leadership as POTUS. Despite his short-term memory, Trump found comfort in talking about The Apprentice, which he described as a calming chest balm.
Meeting Trump in person means experiencing the former president on another level. In the spring and summer of 2021, he looks lonely, a shadow of a famous person. He seeks validation from even the smallest groups of humans in his office, and his presidency hasn't fundamentally changed him. He pivots to his vendettas and lashes out about his many enemies, including Dr. Anthony Fauci, MSNBC host Lawrence O'Donnell, and Will & Grace star Debra Messing.
For the first interview in May 2021, the author takes a car to Trump Tower, which feels like Grey Gardens without the cats. The skyscraper has its own history, most notably as the costar of The Apprentice and the site of the escalator that he famously rode down in 2015 to announce his first run for president.
The author visits Trump Tower, a building that feels like a department store past its prime, with ghosts of Trump's past. The reception area, often featured on The Apprentice, has lost its sheen, and the only reading material is old copies of Trump magazine. Meredith McIver, a longtime Trump associate, is manning