going to do this [ bleep ] for anybody, including ivana. >> oh, geez. >> he couldn't take it. that i could do something better than he did. >> reporter: for trump, everything is a competition. especially business. >> i never had a failure. because i always turn a failure into a success. >> reporter: the theme weaves through his interviews. refusal to acknowledge any business failures. >> i bought something and thrown it into a bankruptcy. made an unbelievable deal. wiped out a lot of the debt. came back. the next day i read the story, trump files bankruptcy. i get all these people that don't understand business saying oh, did you go bankrupt? do you understand that? i tell you what i do. i always do because -- i'll tell you why i do. what always bothers me is false stuff. untruths. that bothers me. >> reporter: fame.