He was the most legendary character ever to appear on The Apprentice - as his cringeworthy attempts to appear authoritative via a string of catchphrases backfired spectacularly.
So when Stuart Baggs was found dead after an asthma attack aged just 27, the news caused genuine consternation around the country.
Now, ahead of the tenth anniversary of his death, his family have spoken exclusively to MailOnline about their memories of the man who famously styled himself 'Stuart Baggs, the brand' - and their enduring regret that he didn't live to make the millions he was convinced were his business destiny.
Stuart quickly became famous for one-liners like this, including: 'Everything I touch turns to sold' and 'I'm not a one-trick pony, I'm not a ten-trick pony, I'm a whole field of ponies'.
And we discovered that the latter catchphrase has particularly poignant associations for his family - as they will explain.
