The problem with Mike Ashley is not that he’s fat (which he is), that he is a cockney (which he is), or that he is an avaricious tw*t (which he is).

It is that he has forgotten the basic tenet of commercial success in any profession.

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Provide for a need, do the job right and to the best of your abilities and the money will follow.

If you are a gardener, put in healthy plants to an attractive design, look after your plants and people will want your services.

If you are a doctor, treat your patients with care, kindness and diligence and the money will follow.

If you retail football shirts and shoes, the need is for cheap goods easily available and then £3.5 billion will follow.

At Newcastle, Mike Ashley has forgotten that the potential customers want entertaining football with a bit of excitement and the possibility of a trophy every half-century or so.

His driver is the balance sheet and where the profit will come from. The consequence of this is that the public have lost interest in the football and turned their attention to baiting him and his cabal.

The outcome of this? Perhaps the Championship and onward and downward to compete with Blackpool and Portsmouth.

What would his investment be worth then I wonder?