The businessman appeared on the last series of The Apprentice before signing up for this autumn's Team UK versus Team USA-themed CBB.
When asked if his experience on The Apprentice would make his CBB experience easier, he said: "The more stuff you do in TV, the more you learn of course. I did learn a hell of a lot off The Apprentice, but I don't do game plans, I'm all about being myself.
"That is all I have ever done in life and that is what I was in The Apprentice. If you go in being yourself no matter what then you can come out thinking that was me. If you go in with a game plan and try to be clever. You think, "I should have been myself I might have done better." That's my motto."
James said ahead of entering the house that he was looking forward to chatting with his Team USA housemates... as long as it didn't all become too much.
"I am very patriotic and I do like the Royal family and they are very family orientated. That is what I like about our country. We do have a Royal family which is nice and they do have roots and stuff but I love America as well. I love Obama and his presence, his aura and his way about him. I like the Yanks, their outgoing, anything is achievable attitude. But to live with that for four weeks, every day, could be irritating!"
CBB airs nightly on Channel 5.
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