Bruce also occasionally presented special editions of "The Money Programme". In one, she profiled the entrepreneur Alan Sugar. She said of the experience: "It was a bit like being in front of a hair dryer at very close quarters. He's not backwards in coming forward in his opinions." During the documentary, Bruce – who has always publicly identified herself as a feminist – challenged Sugar's view that women should openly disclose their childcare commitments to a potential employer. Her point was that if men were not required to declare their ability to meet the demands of their job, it was not right that women should do so.