Playing dumb can be good for your bank balance. Just look at the £30m (€33m) fortune amassed by canny UK celebrity Katie Price. The rise of the glamour girl formerly known as "Jordan" should be a case study for every wet-behind-the-ears MBA student. And banks the world over should take a leaf out of one of her 30 plus ghost-written books.

Price has traded on her appeal as the simple girl-next-door, who, corrupted by the allure of the celebrity world, enhanced her physical assets with plastic surgery and lived out a string of relationships in a flash of paparazzi bulbs and kiss and tell exposés in tabloid newspapers.