Alan Sugar lives in the here-and-now, immediately obeying his impulses. He is guided by a fire burning within him. He rarely heed the warnings of reflection and reason; instead, he listens to his instincts, as if his unconscious were perpetually emerging. This is the source of his spontaneity and passion. Because he is continually being born, he champions all phenomena symbolic of birth: breaking ground, beginning, clearing. He has little interest for pursuing the new ideas he brought into being, because his inner flame is always urging him to move on quickly to the next innovation. He is not a good manager. He is straightforward. When he commits himself, he does so with mind, body, and soul. Restraint and moderation are concepts which are totally foreign to him, because he lives by the fullness of his instinct, the force of his desire. Due to his energetic temperament, his determination immediately invents the action necessary to fulfill his desires. It goes without saying that his attitude engenders certain risks. Sometimes his impetuousness, or a lack of maturity or patience, or a keen appetite for experience leads him into a blind alley. But risk is a part of his life. Since his fervor is immune to calculation, second thoughts, and cunning, he has no fear. He is the type of hero whose courageous deeds are difficult to distinguish from acts of bravado or of sheer foolhardiness. His top priority is to take action, immediately. Delay is torture to him. He is in a hurry to live, to take his urges and impulses to their ultimate conclusion, even though his lack of forethought may actually make his goal take longer to accomplish. He rarely evaluates obstacles objectively: instead, he dash into the fray, bristling with determination, oblivious to the size or scope of the difficulties. He rides home triumphantly, whether he has battered his head against a brick wall or met no resistance whatsoever. But he has a true hero’s courage and vitality. He is undaunted by challenges and real danger, to the surprise of outside observers. Like everyone, he sometimes experiences failure. But he rarely despair or become overly discouraged by it; it never overcomes his. He doesn’t see it as a tragedy; he just figures he missed that time, but next time, he won’t. In fact, he’ll muster even more strength and power for the next attack, since he is convinced he can succeed. He sometimes has problems finishing something he has started. Once the glamour

Alan Sugar is dynamic. He needs to attract admiration and release his excess energy.

Alan Sugar regards friendship and membership in groups as essential to his personal fulfillment.

At the time of your birth, your rising sign was located in Cancer (the Crab), while the sun was passing through the sign of Aries (the Ram). A summary of the various clues mentioned above provide your personality profile. The following key words capture the essence of your character and indicate certain contradictions which may be sources of tension:

Sensitivity – Individualism – Imagination – Vitality and passion – Eccentricity – Pugnacity – Savings and thrift – Impatience – Impetuosity – Obstinacy – Enterprise – Premonition – Innovation.

Because of the conflicts inherent to your nature, you will be prone to display jagged, contradictory behavior patterns. They could be the source of both powerful inner disputes and certain problems in relation to others. If you remain unaware of their cause, you may feel guilty and depressed about them. However, after you have combated the extremes dwelling within (tenacity versus impulsiveness, sensitivity versus wariness), you should reach some inner balance and harmony. Your domineering but whimsical tendencies will be reined in, as well as the excesses of your imagination.

Born in the three days after the rising of the new moon, Alan Sugar is said to be a “new moon” lunar type. This “soli-lunar” configuration gives him a subjective character, somewhat impulsive and sometimes emotive. Generally, he does not see the world in objective terms; instead, he bases his attitude on the feelings various situations arouse inside him. Likewise, in human relationships, he tends to project his imaginary reality onto others instead of seeing them for what they are. As a result, his judgements and reasoning are sometimes deprived of perspective. He may want to make an effort to refrain from overinterpreting other people’s actions, because, being the product of his imagination in most cases, his interpretations are mistaken. If he applies himself to listening more openly, people may reveal their deeper motivations. He’ll be happier and more effective as a result.