James for The Inheritance / Channel 4
Age: 35
From: London
Occupation: Entrepreneur
Why did you apply to take part?
“It was actually one of my university friends, Johnny, who sent me a link on WhatsApp. I was just working in my office, and it came up and he said, James, read this, and I think you should apply. I thought I’ll fill it in and see what happens. And I’ve always been into reality TV so why not.”
Tell us about yourself!
“I’m a founder. You could say entrepreneur, but I hate that word so much. I’m in the world’s top 100 VC backed LGBT founders. I thought, after 10 years of basically making VCs more money than they need, I’m going to have some fun. So, this is my downtime as I said I’d take six months out. That turned into a year. I’m still unemployed, but I’m enjoying it.
“I thought that if I were to approach this game, if I was just to go for it, I want to take the knowledge I’ve learned from 10 years in startup and venture capitalism, which really is gameplay. I could move those skills into this kind of game where I’m actually using that strategy, not against high-net-worth individuals, but with the average Joe, the people like me.”
Are you good at influencing others?
“The problem with this question is, if I answer the way I want to, then then it doesn’t happen my way, and then it’s like, egg on your face. But usually, I think I would be persuasive. I’ve spent 10 years convincing people to invest in essentially just paper ideas. These are some of the wealthiest people on the planet. I don’t just say, look, blue books are going to be the new thing next year. I would try and figure you out as much as possible, your language, type, and then I would sell you the book in a way that’s appropriate to your personality. Some investors don’t care, and you’re a tax write off. Some investors want to do ethical good, so I’m going to just cut out 80% of my pitch that’s nothing to do with ethical good. I’m persuasive because I’ve learned to be in that regard. I remember a time when I was not so persuasive, no-one would listen to me as the quietest voice in the room but that has changed in the last 10 years.”
What would you spend the money on?
“I’m not doing it for the money. This is to play a game. This is some fun. However, my husband has a view. I said to him; well, we could get some invested. Michael’s like, no, bloody way, it’s so boring. We’re going on holiday! On the side of Lake Como. He’d love to do that. Secretly, in my head, I want to invest it!”
The Inheritance begins tonight at 9pm on Channel 4.
