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Apprentice in Wonderland: How Donald Trump and Mark Burnett Took America Through the Looking Glass
From the editor in chief of Variety and author of the New York Times bestseller Ladies Who Punch, the never-fully-told, behind-the-scenes story of Donald Trump and The Apprentice, the long-running reality series that catapulted him to the White House.
Here for the first time is the definitive untold story of Donald Trump’s years as a reality TV star. Trump himself admits he might not have been president without The Apprentice. Now, just as he uncovered the chaos inside the daytime favorite The View in his bestselling Ladies Who Punch, Ramin Setoodeh chronicles Trump’s dramatic tenure as New York’s ultimate boss in the boardroom, a mirage created by Survivor producer Mark Burnett and NBC boss Jeff Zucker. With unprecedented access, including hours of interviews with Trump, his boardroom advisers George Ross and Carolyn Kepcher, Eric Trump, and some of the most memorable contestants, and writing with flair and authority, Setoodeh shares all the untold tales from this legendary show that has left its mark on popular culture, shaped the legend of its star, and ultimately changed American history.
Here for the first time is the definitive untold story of Donald Trump’s years as a reality TV star. Trump himself admits he might not have been president without The Apprentice. Now, just as he uncovered the chaos inside the daytime favorite The View in his bestselling Ladies Who Punch, Ramin Setoodeh chronicles Trump’s dramatic tenure as New York’s ultimate boss in the boardroom, a mirage created by Survivor producer Mark Burnett and NBC boss Jeff Zucker. With unprecedented access, including hours of interviews with Trump, his boardroom advisers George Ross and Carolyn Kepcher, Eric Trump, and some of the most memorable contestants, and writing with flair and authority, Setoodeh shares all the untold tales from this legendary show that has left its mark on popular culture, shaped the legend of its star, and ultimately changed American history.
272 pages, Hardcover
First published June 18, 2024
About the author
Ramin Setoodeh
3 books47 followersRamin Setoodeh, an award-winning journalist, is the New York bureau chief for Variety. He was formerly a senior writer at Newsweek and has also written for The Wall Street Journal, the Los Angeles Times, and U.S. News & World Report, among other publications. Ladies Who Punch is his first book. He lives in New York City.
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Displaying 1 - 30 of 144 reviews
June 24, 2024
Finally, I Get It
For years I have not understood the country’s collective fascination with Donald Trump. I always knew he was bad for the country, and was utterly confused why everyone couldn’t see that. I’ve read several books on Trump…trying to get it. This is the first book that helped me “see the light”. The author shows that Trump certainly has all the characteristics necessary to be the star of a reality television show; narcissism being first among those. It only became scary when so many Americans were fooled into thinking what he offered was real and would translate well into a presidency. Let Donald Trump sit at as many fake boardroom tables as he wants, just keep him out of the Oval Office. He is woefully not qualified.
For years I have not understood the country’s collective fascination with Donald Trump. I always knew he was bad for the country, and was utterly confused why everyone couldn’t see that. I’ve read several books on Trump…trying to get it. This is the first book that helped me “see the light”. The author shows that Trump certainly has all the characteristics necessary to be the star of a reality television show; narcissism being first among those. It only became scary when so many Americans were fooled into thinking what he offered was real and would translate well into a presidency. Let Donald Trump sit at as many fake boardroom tables as he wants, just keep him out of the Oval Office. He is woefully not qualified.
June 18, 2024
I worked as a research assistant and fact checker on this book so, yes, I am a bit biased, but this is a must read for anyone interested in 2000s entertainment industry shenanigans and how we ended up in the strange political moment we currently find ourselves in.
June 21, 2024
It’s ironic that ‘reality TV’ is fake and that Trump’s narcissistic nature as shown in this book found the perfect myth making vehicle through a TV show that was artificially staged and was ably presented in this book.
The book’s interviews (six in total) with the convicted felon, adjudicated sex offender, election denier and fined fraudster demonstrates Trumps inability to care about facts. I already knew Trump had an unhealthy relationship with reality and this book focused on his TV show that I never watched and had no interest in, at times that made the book a little dull for me.
Overall, Trump’s role as a host on a phony TV show clearly was his perfect venue and his reformatting of reality that he kept trying to sell to the author only adds to the fake myth creation of Trump, and the book shows Trump to be a lying buffoon since the author would sandwich Trump’s lies between facts or incongruities with reality. That’s one of the most effective tools one has in combating a pathological liar who is a convicted felon, adjudicated sex offender and heavily fined fraudster.
The book’s interviews (six in total) with the convicted felon, adjudicated sex offender, election denier and fined fraudster demonstrates Trumps inability to care about facts. I already knew Trump had an unhealthy relationship with reality and this book focused on his TV show that I never watched and had no interest in, at times that made the book a little dull for me.
Overall, Trump’s role as a host on a phony TV show clearly was his perfect venue and his reformatting of reality that he kept trying to sell to the author only adds to the fake myth creation of Trump, and the book shows Trump to be a lying buffoon since the author would sandwich Trump’s lies between facts or incongruities with reality. That’s one of the most effective tools one has in combating a pathological liar who is a convicted felon, adjudicated sex offender and heavily fined fraudster.
August 6, 2024
We're not treated to the maniacal traitorous version here. Instead we get the pathetic, nostalgic Sunset Boulevard/Grey Gardens version. Politics are completely beside the point, Trump just wants to revel in the glory of his reality tv days. Top ratings, unbelievable moments, beautiful women (mentioned too many times and oh so creepy) blah, blah, blah.
The author is co-editor in chief of Variety so he had lots of access to his subject between 2021 and 2023. Apparently Trump's attacks on the MSM are part of his public schtick; the author suggests he's almost always readily available to anyone in the media that can provide lots of attention.
They spoke in person in 'the boardroom' of the show. They watch clips and Trump is energized and seemingly has nowhere else to be. He can go on and on about his reign as reality tv titan. And he does. I didn't watch the show but I understood the general references. Past viewers may get more out of it than I did. I think there were enough revelations to make the book a little more worthwhile for readers looking for that kind of thing.
Part of the problem I have with these kinds of books is when authors put their thumbs on the scale. I don't need the author to pile on why Trump is so objectionable, just give me the facts and circumstances, I can get there myself. I'm already there. The other problem will seem counterintuitive but here it is: Trump is boring and over exposed. There just aren't any surprises at this point. I may not know particular details but the behavior usually boils down to some severe character flaw. I have to stop reading these kinds of books. That's one of my many character flaws.
One thing that stood out to me is that a handful of former contestants spoke very positively of him saying he was charming and supportive and friendly. I could see that. They rode the wave of something good together and look back at it fondly. None maintained any regular contact with Trump as I recall.
Overall 2.5 stars.
The author is co-editor in chief of Variety so he had lots of access to his subject between 2021 and 2023. Apparently Trump's attacks on the MSM are part of his public schtick; the author suggests he's almost always readily available to anyone in the media that can provide lots of attention.
They spoke in person in 'the boardroom' of the show. They watch clips and Trump is energized and seemingly has nowhere else to be. He can go on and on about his reign as reality tv titan. And he does. I didn't watch the show but I understood the general references. Past viewers may get more out of it than I did. I think there were enough revelations to make the book a little more worthwhile for readers looking for that kind of thing.
Part of the problem I have with these kinds of books is when authors put their thumbs on the scale. I don't need the author to pile on why Trump is so objectionable, just give me the facts and circumstances, I can get there myself. I'm already there. The other problem will seem counterintuitive but here it is: Trump is boring and over exposed. There just aren't any surprises at this point. I may not know particular details but the behavior usually boils down to some severe character flaw. I have to stop reading these kinds of books. That's one of my many character flaws.
One thing that stood out to me is that a handful of former contestants spoke very positively of him saying he was charming and supportive and friendly. I could see that. They rode the wave of something good together and look back at it fondly. None maintained any regular contact with Trump as I recall.
Overall 2.5 stars.
June 1, 2024
this book is a trip. ramin’s access to trump is stupefying and it’s an excellent insight into the hollywood machine that accidentally produced a president
July 25, 2024
infuriating, hilarious, fascinating, depressing all at once.
July 25, 2024
A true trip down the rabbit hole. Such a fascinating perspective on one of the most chaotic figures of our time. A clear look at a very blurry picture of what the life of Donald Trump has been and the impact it has had on out country.
November 4, 2024
I actually enjoyed this book. If you go into it expecting a bunch of salacious behind the scenes tea from the filming of The Apprentice, I think you will walk away disappointed. But that isn't what this author aims to do, or what the book was advertised as. It shows how NBC got into bed with Donald Trump in the creation of this show, continued to support and promote him because he was bringing in viewers and advertising dollars, and how they played a role in enabling the Trump we all see and know today. I admit I watched quite a few episodes of The Apprentice and The Celebrity Apprentice. Back in those days reality TV shows were popping up everywhere and I gave many of them a chance. And I won't lie, I found the show entertaining. I did not know much, if anything, about Trump other than the fact that he was a wealthy NY businessman. It's troubling when you think about all the people who knew who he truly was and coddled and enabled him to the point that he was able to con his way in to being elected to the highest office in the United States of America.
September 12, 2024
3.5. If you watched the recent presidential candidate debate and thought to yourself “how did we make this man president?”. This book is for you.
August 16, 2024
Trump in this book, as revealed over the course of several interviews: a crashing bore, a chronic liar, an ego maniac, narcissistic and dangerous. Obsessed with ratings. Nothing I didn't already know.
This depressing book is recommended only if you are in need of a blow-by-blow description of 14 (!) seasons of that cheesy show of Trump's (and Mark Burnett's) "The Apprentice". Otherwise, skip it.
This depressing book is recommended only if you are in need of a blow-by-blow description of 14 (!) seasons of that cheesy show of Trump's (and Mark Burnett's) "The Apprentice". Otherwise, skip it.
June 22, 2024
Read the final chapter!
Surprisingly, this is not just another tell all. The author reveals why Trump and we are all caught in the world of a reality tv president. The final chapters offer both a depressing possible future and the way back to reality when dealing with The Apprentice star as a politician expected to govern.
The keys to Donald Trump are contained in this book, Barbara Res’ Tower of Lies, and Bob Woodward’ Rage. It’s all about character.
Surprisingly, this is not just another tell all. The author reveals why Trump and we are all caught in the world of a reality tv president. The final chapters offer both a depressing possible future and the way back to reality when dealing with The Apprentice star as a politician expected to govern.
The keys to Donald Trump are contained in this book, Barbara Res’ Tower of Lies, and Bob Woodward’ Rage. It’s all about character.
August 29, 2024
I can’t believe the author/reporter followed Trump for 20 years. Someone owes that man a medal for having to deal with Trump’s obnoxious, unending bragging. Every time he meets with him, he forces him to listen to him rant about ratings and polls (and making up numbers that sound the most impressive).
It’s a good book and outlines Trump being a reality star for ratings and how that translates to the political sphere (ie, he’s fine with seeming vile because he knows Americans love “a villain” and will tune in/give him attention, he’s just aiming for another season of being the president and getting attention for being in charge, etc). It’s also pretty depressing because it lays out how this is all just some goddamn game to Trump. Which we all know, but seeing it so clearly displayed is another level of annoyance maybe I didn’t need.
Anyway, 3.5 stars…nothing I hadn’t known really before, but a solid analysis and look at Trump the reality star & Trump the politician.
It’s a good book and outlines Trump being a reality star for ratings and how that translates to the political sphere (ie, he’s fine with seeming vile because he knows Americans love “a villain” and will tune in/give him attention, he’s just aiming for another season of being the president and getting attention for being in charge, etc). It’s also pretty depressing because it lays out how this is all just some goddamn game to Trump. Which we all know, but seeing it so clearly displayed is another level of annoyance maybe I didn’t need.
Anyway, 3.5 stars…nothing I hadn’t known really before, but a solid analysis and look at Trump the reality star & Trump the politician.
October 30, 2024
Trump’s style of caustic speaking and endless ranting reminds me of Archie Bunker on steroids. Must be a New York thing.
This book was hilarious. (Check out this author’s previous book about “The View”, titled “Ladies Who Punch”—also a really funny chronicle of celebrities behaving exactly the way we imagine.)
This book was hilarious. (Check out this author’s previous book about “The View”, titled “Ladies Who Punch”—also a really funny chronicle of celebrities behaving exactly the way we imagine.)
July 15, 2024
Apprentice in Wonderland: How Donald Trump and Mark Burnett Took America through the Looking Glass was rude and disrespectful. It was not a fun behind-the-scenes book that I had expected.
October 16, 2024
Everything you think is true.
Also, the audiobook narrator Roger Wayne does an uncanny impression of He Who Shall Not Be Named. *shudder*
3.5 stars
Also, the audiobook narrator Roger Wayne does an uncanny impression of He Who Shall Not Be Named. *shudder*
3.5 stars
September 2, 2024
ATTENTION FELLOW READERS:
This is my first ever “REVERSE REVIEW” - please allow me to explain below, thank you:
ICK - all the way around, just ICK….I gave it 5 stars because if I gave it a 1 star, it might be misconstrued that I was a T@#%p supporter - WHICH I AM NOT. NO MAGA.
This book was TERRIBLE - I saw the author on MSNBC being interviewed about this book, and I thought maybe there would be something significant that explains the stupidity/evil regarding it’s main “character” but there wasn’t any new, nuanced or fresh insights at all. Waste of time, glad I borrowed it from the public library - I would never have paid $ for this book.
I feel like I need to take a dozen showers after reading this…..like I said, ICK - just ICK. :>(
This is my first ever “REVERSE REVIEW” - please allow me to explain below, thank you:
ICK - all the way around, just ICK….I gave it 5 stars because if I gave it a 1 star, it might be misconstrued that I was a T@#%p supporter - WHICH I AM NOT. NO MAGA.
This book was TERRIBLE - I saw the author on MSNBC being interviewed about this book, and I thought maybe there would be something significant that explains the stupidity/evil regarding it’s main “character” but there wasn’t any new, nuanced or fresh insights at all. Waste of time, glad I borrowed it from the public library - I would never have paid $ for this book.
I feel like I need to take a dozen showers after reading this…..like I said, ICK - just ICK. :>(
Shelved as 'probably-not-gonna-read'
June 10, 2024Why was this weirdo rambling about Taylor Swift on this book?
June 22, 2024
surprisingly compelling, uneasily amusing
By grounding his portrayal of Trump in his role as a reality TV star, Setoodah nails something Trump's other chroniclers have missed: Trump is *still* a reality TV star—one who now, in summer of 2024, is angling to get renewed for another season.
With the exception of a few passages where he gets lost in the weeds of "splits" of money between this revenue stream vs. that one, who was running which network and why—topics only of interest to Hollywood insiders who obsessively follow the news in Variety—Setoodah is a good writer. He observes Trump keenly and has a knack for capturing telling details.
By grounding his portrayal of Trump in his role as a reality TV star, Setoodah nails something Trump's other chroniclers have missed: Trump is *still* a reality TV star—one who now, in summer of 2024, is angling to get renewed for another season.
With the exception of a few passages where he gets lost in the weeds of "splits" of money between this revenue stream vs. that one, who was running which network and why—topics only of interest to Hollywood insiders who obsessively follow the news in Variety—Setoodah is a good writer. He observes Trump keenly and has a knack for capturing telling details.
November 20, 2024
poorly written. some interesting moments but could’ve been better.
July 31, 2024
Another biased, condescending, anti-conservative mishandling of facts from the co-editor of Variety, the show biz publication that has done nothing but find every way possible to slam Donald Trump on its pages for 9 years (yes, I’m a subscriber).
This book is proof that facts in the wrong hands can be mishandled in a way that supports bigotry, ignorance and falsehoods. You need to analyze this sentence-by-sentence to see how the misinformation is distorted, opinion is mixed with data, and the author filters everything through his snide view of anything he doesn’t understand or agree with.
In the first paragraph of the book alone he: puts down Trump’s clothing (described as “armor”) and sitting style; claims the former president “covertly made his way back” to his NYC office to be interviewed, as if that’s even possible with the most publicly covered man in the world; then makes the ridiculous claim that until The Apprentice began in 2004 the Donald was just “a New York celebrity”—ignoring the man’s prior nationwide fame for his bestselling books, 25 acting roles in movies & TV, and head of the annual Miss USA and Universe pageants.
And that is just the opening paragraph! It’s followed by the next that claims Trump’s “presidency was a kaleidoscope of distortions and ‘fake news’ ending with an attempted coup,” along with “his role in inciting the insurrection.”
This is a supposedly objective journalist? The book is actually its own kaleidoscope of distortions. What a joke, inadequately summarizing Donald’s four years in office and misusing the words “coup” and “insurrection” (the uprising failed to meet the legal definition). I’d love to see this writer, the child of Iranian parents, use those words to describe what happens politically in his native country. Or more accurately used for the much more chilling and dangerous illegal post-George Floyd murder/#blm rebellion in which tens of thousands criminal rioters killed dozens and destroyed billions of dollars of property, including destroying a police station and other government buildings.
In other opening pages he makes Trump sound senile (“his brain misfires”), lying (“Trump can struggle with facts”), unpleasant (“Trump makes a face like a toddler forced to eat his vegetables”) and abandoned by the populace (calling Trump Tower “Grey Gardens without the cats” with “no crowds to mark his presence). Setoodeh is going out if his way to unfairly paint an election-year picture of the former president as a loser with memory issues and no fan base, in what I would suggest is an attempt to brainwash us into ignoring those same actual truths about Joe Biden.
If you are the typical NYC or Hollywood lib, or swallow all that the subjective leftist media feed you, then you’ll wonder why anyone would object to this writer’s distorted historical summary of Trump (in the acknowledgements Ramin says “the city of New York…has made me the writer I am today,” which is not a positive). It is proof up front that there’s nothing fair or balanced here. Just a guy propagandizing to make Trump look even more foolish just before the 2024 election. Even non-Trump voters like myself will see the glaring, and disturbing, bias.
Hopefully Setoodeh’s dad has the brains to look past this lop-sided nonsense as well. The author dedicates the book to the father “who is voting for him.” Oh—so that’s what this is all about, to change a family member’s vote?
I could go on page-by-page; those intolerant leftists that don’t truly believe in representation for all views will be happy this reinforces their huge biases, while MAGA supporters have even more reason to rage against the media machine.
And even beyond Trump the author gets his facts wrong. He says Mark Burnett is famous for “creating Survivor” but the man did no such thing! Anyone who has watched the show knows the “created by” credit on the screen goes to Charlie Parsons. Burnett just reconfigured it and marketed Parsons’ creation to networks. If Setoodeh can’t get even this basic, well-known fact correct, how can you believe anything he writes, especially all the subjective distortions he spouts?
If you are looking to go down the rabbit hole to give yourself more reasons to find Trump disgusting then this is the kind of book for you, If you are the rare person who uses critical thinking skills to see through flawed media stereotyping, half-truths, and caricatures then you might want to skip it and tell Ramin Setoodeh “you’re fired.”
This book is proof that facts in the wrong hands can be mishandled in a way that supports bigotry, ignorance and falsehoods. You need to analyze this sentence-by-sentence to see how the misinformation is distorted, opinion is mixed with data, and the author filters everything through his snide view of anything he doesn’t understand or agree with.
In the first paragraph of the book alone he: puts down Trump’s clothing (described as “armor”) and sitting style; claims the former president “covertly made his way back” to his NYC office to be interviewed, as if that’s even possible with the most publicly covered man in the world; then makes the ridiculous claim that until The Apprentice began in 2004 the Donald was just “a New York celebrity”—ignoring the man’s prior nationwide fame for his bestselling books, 25 acting roles in movies & TV, and head of the annual Miss USA and Universe pageants.
And that is just the opening paragraph! It’s followed by the next that claims Trump’s “presidency was a kaleidoscope of distortions and ‘fake news’ ending with an attempted coup,” along with “his role in inciting the insurrection.”
This is a supposedly objective journalist? The book is actually its own kaleidoscope of distortions. What a joke, inadequately summarizing Donald’s four years in office and misusing the words “coup” and “insurrection” (the uprising failed to meet the legal definition). I’d love to see this writer, the child of Iranian parents, use those words to describe what happens politically in his native country. Or more accurately used for the much more chilling and dangerous illegal post-George Floyd murder/#blm rebellion in which tens of thousands criminal rioters killed dozens and destroyed billions of dollars of property, including destroying a police station and other government buildings.
In other opening pages he makes Trump sound senile (“his brain misfires”), lying (“Trump can struggle with facts”), unpleasant (“Trump makes a face like a toddler forced to eat his vegetables”) and abandoned by the populace (calling Trump Tower “Grey Gardens without the cats” with “no crowds to mark his presence). Setoodeh is going out if his way to unfairly paint an election-year picture of the former president as a loser with memory issues and no fan base, in what I would suggest is an attempt to brainwash us into ignoring those same actual truths about Joe Biden.
If you are the typical NYC or Hollywood lib, or swallow all that the subjective leftist media feed you, then you’ll wonder why anyone would object to this writer’s distorted historical summary of Trump (in the acknowledgements Ramin says “the city of New York…has made me the writer I am today,” which is not a positive). It is proof up front that there’s nothing fair or balanced here. Just a guy propagandizing to make Trump look even more foolish just before the 2024 election. Even non-Trump voters like myself will see the glaring, and disturbing, bias.
Hopefully Setoodeh’s dad has the brains to look past this lop-sided nonsense as well. The author dedicates the book to the father “who is voting for him.” Oh—so that’s what this is all about, to change a family member’s vote?
I could go on page-by-page; those intolerant leftists that don’t truly believe in representation for all views will be happy this reinforces their huge biases, while MAGA supporters have even more reason to rage against the media machine.
And even beyond Trump the author gets his facts wrong. He says Mark Burnett is famous for “creating Survivor” but the man did no such thing! Anyone who has watched the show knows the “created by” credit on the screen goes to Charlie Parsons. Burnett just reconfigured it and marketed Parsons’ creation to networks. If Setoodeh can’t get even this basic, well-known fact correct, how can you believe anything he writes, especially all the subjective distortions he spouts?
If you are looking to go down the rabbit hole to give yourself more reasons to find Trump disgusting then this is the kind of book for you, If you are the rare person who uses critical thinking skills to see through flawed media stereotyping, half-truths, and caricatures then you might want to skip it and tell Ramin Setoodeh “you’re fired.”
June 22, 2024
I've edited several books on Trump, including two Times bestsellers, I've read many more, and I know the shelf extremely well, so I can say with confidence that APPRENTICE IN WONDERLAND is the single most devastating portrait of Trump ever published.
Setoodeh doesn't need to report scandalous stories about Trump. There's a million of those. They have no capacity to shock any more in the post-shame society Trump's created. And the author admits and many people agree that Trump can be personable and charming, even while he's sexually assaulting you. What makes the book so brilliant--and horrifying--is that Trump happily rips off his clothes, figuratively, over the course of many long interviews to show us how small he is. How limp. How sad.
Setoodeh generally just lets the tape roll, only injecting facts, corrections and commentary where necessary, but never overwhelming Trump's self-abasement in pursuit of gotchas. Consequently the book is full of telling revelations from Trump's own mouth.
The key line in the book would seem to be the author ultimately agreeing with an observation by Sam Solovey, from the first season of "The Apprentice": "Trump conducts himself like an actor playing Trump." And there are many instances of Trump trying to figure out how a human would act in a given situation. But he can't not be this character he's created (and had created for him), such as when he says out loud to the author that he lost the last election, then, astounded at what he just heard, revises himself to say that the election was stolen.
But I think the most telling line in the book is when Trump, the King of Projection, says of Les Moonves, the head of CBS who got fired for assaulting and harassing women: "Now he sits alone at the Bel-Air Club, and no one cares." This is Trump's greatest fear: Oblivion, however luxurious. He feels he doesn't exist unless someone is looking at him. Which is why he's happy to maintain an interview session with the author the day of his sister's death and at the moment a judge is ruling against him. Which also explains why he has to be charming and personable. Once someone turns away from Trump, he vanishes. If he looked into a mirror, he'd see nothing.
While Mary Trump's book makes a compelling case for her family creating Trump--how different the world might be if that slumlord Fred Trump had hugged his son even once--Setoodeh makes a compelling case for Mark Burnett sharing the blame. His father made Trump a "killer"; Burnett handed him an AR-15 in the form of "The Apprentice." I also love books about the making of movies and TV shows, and this is one of the better ones in that regard too, even though I've never seen any of the "Apprentice" shows. The backstage scheming mirrors what went on for the cameras, but at a more professional level. Fascinating stuff, especially in how reality was warped around Trump the way it's warped around the vengeful, murderous dictator in Gabriel Garcia Marquez's AUTUMN OF THE PATRIARCH.
And the evolution of the show mirrors that of the Republican Party from Reagan to Trump, with the capitalist strivers of the early seasons mutating into "Celebrity Apprentice's" rejects, reprobates and schemers. Setoodeh, to his credit, has sympathy for them, he shows many of them in a positive light, but like Trump's enablers and perhaps much of his base today, they all know they're willfully complicit in something ugly for their own gain. The book really opened my eyes to just how much of a reality show Trump has made America.
On top of all that, the book is compulsively readable. I blasted through it in a day and enjoyed every minute of reading it.
My only quibble with the book regards the title. While there's a very good reason for Setoodeh to invoke ALICE IN WONDERLAND, a far better, but perhaps now too obscure analogy would be to SUNSET BOULEVARD (which the author does make a very clever allusion to). Trump is a washed-up celebrity, a defeated politician, a failed businessman, a convicted rapist and felon constantly craving his next close-up and blaming everyone but himself for moving on. He even has a Brooks Brothers-wearing Max at hand in Trump Tower to constantly massage his collapsing ego. I half-expected the author to end up dead in a pool at the end.
Setoodeh doesn't need to report scandalous stories about Trump. There's a million of those. They have no capacity to shock any more in the post-shame society Trump's created. And the author admits and many people agree that Trump can be personable and charming, even while he's sexually assaulting you. What makes the book so brilliant--and horrifying--is that Trump happily rips off his clothes, figuratively, over the course of many long interviews to show us how small he is. How limp. How sad.
Setoodeh generally just lets the tape roll, only injecting facts, corrections and commentary where necessary, but never overwhelming Trump's self-abasement in pursuit of gotchas. Consequently the book is full of telling revelations from Trump's own mouth.
The key line in the book would seem to be the author ultimately agreeing with an observation by Sam Solovey, from the first season of "The Apprentice": "Trump conducts himself like an actor playing Trump." And there are many instances of Trump trying to figure out how a human would act in a given situation. But he can't not be this character he's created (and had created for him), such as when he says out loud to the author that he lost the last election, then, astounded at what he just heard, revises himself to say that the election was stolen.
But I think the most telling line in the book is when Trump, the King of Projection, says of Les Moonves, the head of CBS who got fired for assaulting and harassing women: "Now he sits alone at the Bel-Air Club, and no one cares." This is Trump's greatest fear: Oblivion, however luxurious. He feels he doesn't exist unless someone is looking at him. Which is why he's happy to maintain an interview session with the author the day of his sister's death and at the moment a judge is ruling against him. Which also explains why he has to be charming and personable. Once someone turns away from Trump, he vanishes. If he looked into a mirror, he'd see nothing.
While Mary Trump's book makes a compelling case for her family creating Trump--how different the world might be if that slumlord Fred Trump had hugged his son even once--Setoodeh makes a compelling case for Mark Burnett sharing the blame. His father made Trump a "killer"; Burnett handed him an AR-15 in the form of "The Apprentice." I also love books about the making of movies and TV shows, and this is one of the better ones in that regard too, even though I've never seen any of the "Apprentice" shows. The backstage scheming mirrors what went on for the cameras, but at a more professional level. Fascinating stuff, especially in how reality was warped around Trump the way it's warped around the vengeful, murderous dictator in Gabriel Garcia Marquez's AUTUMN OF THE PATRIARCH.
And the evolution of the show mirrors that of the Republican Party from Reagan to Trump, with the capitalist strivers of the early seasons mutating into "Celebrity Apprentice's" rejects, reprobates and schemers. Setoodeh, to his credit, has sympathy for them, he shows many of them in a positive light, but like Trump's enablers and perhaps much of his base today, they all know they're willfully complicit in something ugly for their own gain. The book really opened my eyes to just how much of a reality show Trump has made America.
On top of all that, the book is compulsively readable. I blasted through it in a day and enjoyed every minute of reading it.
My only quibble with the book regards the title. While there's a very good reason for Setoodeh to invoke ALICE IN WONDERLAND, a far better, but perhaps now too obscure analogy would be to SUNSET BOULEVARD (which the author does make a very clever allusion to). Trump is a washed-up celebrity, a defeated politician, a failed businessman, a convicted rapist and felon constantly craving his next close-up and blaming everyone but himself for moving on. He even has a Brooks Brothers-wearing Max at hand in Trump Tower to constantly massage his collapsing ego. I half-expected the author to end up dead in a pool at the end.
August 19, 2024
This is a fascinating book about the television show The Apprentice; Mark Burnett, the man who created the show; NBC network executives; reality TV; and the TV star/U.S. president who was created for television.
The author has been chronicling Donald Trump for 20 years. He has a unique insight into the man and the made-for-tv myth. The book details the many conversations the author had with Trump over these years. What comes across is a powerful man who appears insecure and longs for approval.
When Trump tells the story of his first Emmy nomination for the Apprentice…”Trump jolting his head around is the Donald equivalent of a parrot puffing up its feathers in a display of dominance.” He lost to The Amazing Race. All these years later, talking about it he looked disappointed when he said “I thought I’d win.” This big disappointment from a man who was president, arguably a much more impressive achievement. But that’s Trump, always a showman. Always desperate for praise and accolades.”
The book highlights Trump’s bravado brilliantly. About the show’s Emmy loss he told the author “I really deserved it. I had the highest ratings. It was the talk of the whole country – beyond, even.”
The book has many examples of the ridiculous, and easily disproved, lies that Trump told over the years. This Trump lie, which is another example of his pitiful insecurity in the book, made me chuckle: “Trump says that Joan Rivers loved him. ‘I thought she might have been a Republican,’ he says. ‘I know one thing: she voted for me, according to what she said.’ Intriguing – but for the fact that Rivers, who passed away on September 4, 2014, wasn’t alive when he ran for president.”
There are countless examples of Trump’s braggadocio, but it doesn’t seem tiresome. It diminishes Trump a bit to see him spin his version of fame as he talks about tears in other celebrities eyes. It almost makes Trump, America’s reality TV president, seem pitiful…almost. But the book is a highly entertaining read.
The author has been chronicling Donald Trump for 20 years. He has a unique insight into the man and the made-for-tv myth. The book details the many conversations the author had with Trump over these years. What comes across is a powerful man who appears insecure and longs for approval.
When Trump tells the story of his first Emmy nomination for the Apprentice…”Trump jolting his head around is the Donald equivalent of a parrot puffing up its feathers in a display of dominance.” He lost to The Amazing Race. All these years later, talking about it he looked disappointed when he said “I thought I’d win.” This big disappointment from a man who was president, arguably a much more impressive achievement. But that’s Trump, always a showman. Always desperate for praise and accolades.”
The book highlights Trump’s bravado brilliantly. About the show’s Emmy loss he told the author “I really deserved it. I had the highest ratings. It was the talk of the whole country – beyond, even.”
The book has many examples of the ridiculous, and easily disproved, lies that Trump told over the years. This Trump lie, which is another example of his pitiful insecurity in the book, made me chuckle: “Trump says that Joan Rivers loved him. ‘I thought she might have been a Republican,’ he says. ‘I know one thing: she voted for me, according to what she said.’ Intriguing – but for the fact that Rivers, who passed away on September 4, 2014, wasn’t alive when he ran for president.”
There are countless examples of Trump’s braggadocio, but it doesn’t seem tiresome. It diminishes Trump a bit to see him spin his version of fame as he talks about tears in other celebrities eyes. It almost makes Trump, America’s reality TV president, seem pitiful…almost. But the book is a highly entertaining read.
July 16, 2024
A dull polemic that doesn't deliver what it promises.
This book is marketed as a history of the Apprentice, the most consequential reality show of all time.
When the author deigns to deliver on his premise, it's actually good: interviews with former contestants, behind the scenes revelations (How Sam cheated in his contestant interview; or the contestant who was going to turn Trump down if hired). There were contestants who liked Donald Trump and supported him in politics and those who felt the opposite, and both views were fairly represented. I was surprised how limited the Apprentice's wider impact in popular culture was explored.
Most of the book is the author writing about his interviews with Donald Trump (e.g., who else was in the room, what the room looked like, the non-Apprentice subjects they talked about), followed by a meandering, relentless "fact check" of his subject a million times on the same claims.
What is the appropriate number of times to tell the reader that the show wasn't number one, as claimed? Three times? Five times? Ten times? Because I can tell you it was more than that. I think the author is so worried about what his friends think about him writing a book about Donald Trump that he feels the need to attack him on every page. We get it. You don't like him. We get it. Not everything claimed about the show was true. This was an editorial and authorial miss, which is a shame because the Apprentice deserves a well-written history.
This book is marketed as a history of the Apprentice, the most consequential reality show of all time.
When the author deigns to deliver on his premise, it's actually good: interviews with former contestants, behind the scenes revelations (How Sam cheated in his contestant interview; or the contestant who was going to turn Trump down if hired). There were contestants who liked Donald Trump and supported him in politics and those who felt the opposite, and both views were fairly represented. I was surprised how limited the Apprentice's wider impact in popular culture was explored.
Most of the book is the author writing about his interviews with Donald Trump (e.g., who else was in the room, what the room looked like, the non-Apprentice subjects they talked about), followed by a meandering, relentless "fact check" of his subject a million times on the same claims.
What is the appropriate number of times to tell the reader that the show wasn't number one, as claimed? Three times? Five times? Ten times? Because I can tell you it was more than that. I think the author is so worried about what his friends think about him writing a book about Donald Trump that he feels the need to attack him on every page. We get it. You don't like him. We get it. Not everything claimed about the show was true. This was an editorial and authorial miss, which is a shame because the Apprentice deserves a well-written history.
July 22, 2024
"Trump presented a conundrum for a reporter: he might have been the sower of chaos all over the globe, and he certainly lacked empathy, but he could also be funny and engaging in conversation. But regardless of what version of Trump I saw in all our time together, it became clear to me in our first post-presidency meeting that there is no way to reasonably interview Trump as a politician. He's not a politician. There's no way to ask him about governing. He's not able to govern. There's no point in trying to pin him down on his hopes for another term. He doesn't care about the specifics of the plot during his time in the White House--he just wants to get renewed for another season."
Ramin Setoodeh's Apprentice in Wonderland: How Donald Trump and Mark Burnett Took America Through the Looking Glass didn't live up to it's hype for me. Sure you got to see a less divisive and perhaps a more likable DJT but 230+ pages to talk about Trump, the born showman who is only interested in fame, fortune, and the next gig when that's been apparent to everyone for years seemed rather gratuitous. Always the optimist, I plodded through the pages, hoping to find that glimmer of something new to spark my interest but, alas, it wasn't to be. Unfortunately, my trip through the looking glass revealed not even a ghost of the Cheshire Cat's grin, leaving me disappointed and $21.15 poorer.
August 4, 2024
(4.5 Stars)
I'm old enough to remember when Trump was "The Donald", a clownish character somewhat of a cross between Scrooge McDuck and the monopoly guy. I personally never watched The Apprentice, but I lived through that era so was familiar with who was on it, and the "You're Fired" catchphrase by way of commercials and watercooler scuttlebutt. I never thought that his presidential run was anything serious.
This book is well written, and really makes me glad that I missed the train-wreck that was The Apprentice. And also makes me wish more people did, since that show only served to legitimize Trump, make him a household name, and propel him into serious contention for the presidency.
The Narration was expertly done, and the pace was easy. This book does not paint Donald Trump in the best light, so if that is going to bother you, this probably is not a book for you. However, if you see the dumpster fire that surrounds Trump like a swarm of flies, and you want a glimpse into a man who surrounds himself with sycophants and yes-men. This is a decent primer into his delusional self-aggrandizing bubble that has expanded to encompass the (well, half) country.
If you just would like a behind the scenes look into a piece of pop-culture that helped turn us from a sit-com/soap opera nation into one of reality TV addiction, this would also be a good book for you.
I'm old enough to remember when Trump was "The Donald", a clownish character somewhat of a cross between Scrooge McDuck and the monopoly guy. I personally never watched The Apprentice, but I lived through that era so was familiar with who was on it, and the "You're Fired" catchphrase by way of commercials and watercooler scuttlebutt. I never thought that his presidential run was anything serious.
This book is well written, and really makes me glad that I missed the train-wreck that was The Apprentice. And also makes me wish more people did, since that show only served to legitimize Trump, make him a household name, and propel him into serious contention for the presidency.
The Narration was expertly done, and the pace was easy. This book does not paint Donald Trump in the best light, so if that is going to bother you, this probably is not a book for you. However, if you see the dumpster fire that surrounds Trump like a swarm of flies, and you want a glimpse into a man who surrounds himself with sycophants and yes-men. This is a decent primer into his delusional self-aggrandizing bubble that has expanded to encompass the (well, half) country.
If you just would like a behind the scenes look into a piece of pop-culture that helped turn us from a sit-com/soap opera nation into one of reality TV addiction, this would also be a good book for you.
September 19, 2024
I was interested in reading this since I am a fan of Donald Trump, both politically and as a celebrity figure. I have memories of watching the Apprentice in the early 2000s when I was 13 years old. This book was a really interesting look behind the scenes of the show, especially with the rise of Mark Burnett and reality television. I listened to the audiobook and the narration provided by Roger Wayne was highly entertaining and I really enjoyed it overall.
Unfortunately, this book is very judgmental. You know how in a recent debate, David Muir decided to interject his subjective observations (i.e. he didn't detect sarcasm in Trump's voice)? This whole book felt like it was the author's subjective take on Donald Trump. Trump is portrayed as a lonely man, sitting in a building that lost its shine in the 80s. Many other characters or fixtures in Trump's life were portrayed as desperate people trying to appease Trump through flattery. Could these things be true? Of course. Did I feel that the heavy political bias against Trump spoke loudly through this book - also yes.
Overall, I think this book could find a wide audience to enjoy it. Reading some of the other reviews it seems like this was a "hate" read for most. Whether you like him or not, Trump is a larger-than-life figure in American culture, both as a President and business mogul/celebrity and it is no surprise he is willing to share his story of success of The Apprentice with the world.
Unfortunately, this book is very judgmental. You know how in a recent debate, David Muir decided to interject his subjective observations (i.e. he didn't detect sarcasm in Trump's voice)? This whole book felt like it was the author's subjective take on Donald Trump. Trump is portrayed as a lonely man, sitting in a building that lost its shine in the 80s. Many other characters or fixtures in Trump's life were portrayed as desperate people trying to appease Trump through flattery. Could these things be true? Of course. Did I feel that the heavy political bias against Trump spoke loudly through this book - also yes.
Overall, I think this book could find a wide audience to enjoy it. Reading some of the other reviews it seems like this was a "hate" read for most. Whether you like him or not, Trump is a larger-than-life figure in American culture, both as a President and business mogul/celebrity and it is no surprise he is willing to share his story of success of The Apprentice with the world.
September 20, 2024
In Apprentice in Wonderland, Ramin sets out to examine the rise of The Apprentice and its impact on American culture, particularly how the collaboration between Donald Trump and Mark Burnett shaped public perceptions of success, entertainment, and power. The premise promised a fascinating investigation into the dynamics behind one of the most influential television programs of the early 21st century.
However, while the book delivers moments of insightful commentary on the production and influence of The Apprentice, it frequently veers into political territory, diverging from its original focus. The political commentary, while evidently reflecting the author's personal viewpoints, often detracts from the core subject matter, making it difficult to remain focused on the material related to the show itself. This shift reveals a sense of imbalance, overshadowing the analysis of The Apprentice's media and cultural impact.
Readers hoping for an in-depth, behind-the-scenes look at the show's creation and success may find themselves wishing the author had adhered more strictly to that focus. The potential for a thorough, objective exploration of Trump and Burnett's groundbreaking collaboration is clear, but it is frequently interrupted by tangents that could have been reserved for a separate discussion or book.
However, while the book delivers moments of insightful commentary on the production and influence of The Apprentice, it frequently veers into political territory, diverging from its original focus. The political commentary, while evidently reflecting the author's personal viewpoints, often detracts from the core subject matter, making it difficult to remain focused on the material related to the show itself. This shift reveals a sense of imbalance, overshadowing the analysis of The Apprentice's media and cultural impact.
Readers hoping for an in-depth, behind-the-scenes look at the show's creation and success may find themselves wishing the author had adhered more strictly to that focus. The potential for a thorough, objective exploration of Trump and Burnett's groundbreaking collaboration is clear, but it is frequently interrupted by tangents that could have been reserved for a separate discussion or book.
July 13, 2024
Fascinating inside look from a writer who has spent more with The Former Guy than any other celebrities.
Memorable quotes…
“But in part due to trends in the culture that were percolating way before Trump, we’ve reached a threshold in our twenty-four-hour-news-cycle, pop-culture-obsessed society where politics and celebrity have merged so closely there’s no going back. We’ve gone down the rabbit hole with Trump. He’s eaten up everything, and grown massive in the process, all while we’ve shrunk into his playthings. And, unlike Alice in Alice in Wonderland, we can’t easily wake up from this nightmare.”
“Sitting in his presence, I feel certain that Trump can be as charismatic as any politician. That’s not the problem. The problem is he can deliver his lines, but can’t inhabit the part outside a Hollywood set.”
The author is convinced that Trump is playing a part, acting, rather than being…it’s always about polls and crowd size, stemming from his days as an actor and believing everything is told through ratings🤷🏼♂️
I enjoyed this book…it helped me to understand 🤷🏼♂️
Memorable quotes…
“But in part due to trends in the culture that were percolating way before Trump, we’ve reached a threshold in our twenty-four-hour-news-cycle, pop-culture-obsessed society where politics and celebrity have merged so closely there’s no going back. We’ve gone down the rabbit hole with Trump. He’s eaten up everything, and grown massive in the process, all while we’ve shrunk into his playthings. And, unlike Alice in Alice in Wonderland, we can’t easily wake up from this nightmare.”
“Sitting in his presence, I feel certain that Trump can be as charismatic as any politician. That’s not the problem. The problem is he can deliver his lines, but can’t inhabit the part outside a Hollywood set.”
The author is convinced that Trump is playing a part, acting, rather than being…it’s always about polls and crowd size, stemming from his days as an actor and believing everything is told through ratings🤷🏼♂️
I enjoyed this book…it helped me to understand 🤷🏼♂️
November 28, 2024
Ramin Setoodeh’s “Apprentice in Wonderland” details the initial creation, ongoing run, and ultimate final collapse of the mega-popular reality series “The Apprentice,” starring none other than one Donald J. Trump.
Created by Mark Burnett, who had earned his bonafides with that OTHER mega-successful reality series “Survivor” only a few years prior, “The Apprentice” was that rare, compelling mixture of high-business drama and trash reality TV spectacle…and Setoodeh's book does, for the most part, a great job at detailing every single memorable factoid from its 13-year run. From notable contestants, to series low (and high) points, “Apprentice in Wonderland” works as a fun summarization of the series, while also painting a convincing picture of its ultimate role as a “springboard” for Trump’s eventual presidential rise.
It’s fascinating stuff, and for anyone else who grew up watching “The Apprentice” (and anyone who isn’t yet burned out by politics this year), well-worth the read.
Created by Mark Burnett, who had earned his bonafides with that OTHER mega-successful reality series “Survivor” only a few years prior, “The Apprentice” was that rare, compelling mixture of high-business drama and trash reality TV spectacle…and Setoodeh's book does, for the most part, a great job at detailing every single memorable factoid from its 13-year run. From notable contestants, to series low (and high) points, “Apprentice in Wonderland” works as a fun summarization of the series, while also painting a convincing picture of its ultimate role as a “springboard” for Trump’s eventual presidential rise.
It’s fascinating stuff, and for anyone else who grew up watching “The Apprentice” (and anyone who isn’t yet burned out by politics this year), well-worth the read.
August 12, 2024
"Apprentice in Wonderland" is Ramin Setoodeh's inside look at Donald Trump's briefly well-rated, amazingly long-lived NBC TV series from 2004-2015 that arguably went far to putting him in the White House, his second favorite gig. It isn't as insightful as "Commander in Cheat," Rick Reilly's 2019 expose, which, as the subtitle asserts, "How Golf Explains Trump." Still, it similarly reveals the infamous fabulist in TV star mode, obsessing over ratings as he later obsessed over crowd sizes (and still does). Setoodeh, now a co-editor in chief of Variety and formerly a senior writer at Newsweek, went so far as to go undercover as an auditioner in the show's early seasons and did six long (tedious) interviews with Trump in preparation for this book. A long-time New Yorker, Setoodeh has a long history with Trump, and I'm sure no one could have covered this subject better or more comprehensively. It's just sad to know Trump is still obsessing, still dreaming, naval-gazing, still reminiscing fondly about this show, and still as vapid as ever.
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