Today’s Manchester Evening News is dominated by Reuben Singh - at one time the world’s youngest millionaire and a fraud.

Reuben had no business acumen and by all accounts he was a con man. His Miss Attitude chain was sold for £5.

One way he did this was to sue the media to add weight to the illusion of being a business hero. Photo opportunities with Tony Blair and countless interviews.

He even used the mass of positive coverage in the press to convince the Royal Bank of Scotland to give him a rather substantial loan in the region of a million pounds.

One thing Reuben has learnt is that the media can be like fire: a fantastic range of benefits if you use it well, but cross them and you get burnt. In the Manchester Evening News there are nearly 3 pages devoted to unraveling Reuben’s business history.

This entry was posted on Tuesday, October 30th, 2007 at 10:45 am and is filed under ArtisanMC. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.