The Apprentice 2014 Week 8 – Hot Water

Home-spaThe Apprentice 2014 Week 8 – Hot Water

This week on The Apprentice may prove to be a watershed for many of the candidates, with poor leadership and fear of defeat provoking candidates to reveal more of their real selves.

The task was to sell 2 debut products at the Bath and West Country Show, along with one established product. In Summit, multiple business owner James Hill persuaded his team mates that he has the passion and drive to be PM. For Tenacity, lawyer Felipe Alviar-Baquero is preferred to fitness entrepreneur Katie Bulmer-Cooke who also put herself forward.

The contrast in Leadership styles is plain to see throughout the episode, with neither PM covering themselves in glory. Felipe has a cool, approach, using analysis to correctly identify what to sell and who should work together. Unfortunately, he struggled to manage the ongoing conflict between pub quiz company director Daniel Lassman and digital marketing sales manager Mark Wright. James, on the other hand, made decision on intuition. Both end up with unhappy teams and there is no doubt whoever lost the task would be in for a bumpy ride in the boardroom.

In the end it was two members of the Tenacity team that ensured they got a massive win; firstly Katie, who is paired with Daniel, coached him to take a softer approach in negotiations after two pushy meetings, and they secure their first choice established product, Hot Tubs. Secondly, Mark manipulated Felipe, with whom he has spend the first day identifying 2 debut products, to allow him, not Daniel, to sell the Hot Tubs. This was a high risk strategy, which completely derailed Daniel who went into full blown meltdown on Day 2 (selling). There is no way he would have survived if Tenacity had lost the task, but Mark would have been vulnerable too. However, they won with 10 Hot Tubs sold, including 7 to one customer sold by Mark. Katie was impressive throughout the task, as was Mark when selling. Felipe was too nice and spent the day arguing with Daniel to such an extend that it kept customers away and they sold little.

Over in Summit. James showed his immaturity and, possibly, his true nature. He completely ignored the recommendation of the sub-team sourcing debut items to sell, despite not seeing the items, and refused to discuss why. This left the sub-team to sell items they didn’t believe in (folding wellies and a swinging chair). Not surprisingly, they struggled. Next, he completely ignored any advice from accountant Roisin Hogan, and his wide boy approach cost them the chance to sell  the Hot Tubs he desired. They end up selling Tractors, mostly due to James’ lack of attention to detail. He even managed to call the Hot Tub customer by the wrong name! Where is Felipe when you need him?

Autocratic doesn’t quite capture James leadership style; people had more freedom in the Soviet Union than the team members in Summit! In an amazing development, James commanded Roisin not to tell the sub-team that they lost out on the Hot Tubs, but to allow him to tell the team he changed his mind. She reluctantly agreed, but said she won’t lie if asked directly. In the end, the fact doesn’t come out until the boardroom. James showed himself to be immature, self serving with no regard for the team, with dubious ethics and deluded.

In the boardroom,  it is revealed that Tenacity had won the task. Daniel is saved and Mark’s profile is strengthened, but it is Katie who made the most telling contribution overall, with her timely coaching and back seat leading of the team at key moments.

Sugar informs Roisin that he wants to hear from her, and she gives it with both barrels. Roisin delivers a passionate, well argued and evidenced dissection of James’ (lack of ) leadership. She is brought back into the final three by James for her “attitude” along with Sanjay Sood-Smith, who again failed to contribute much, barely selling anything. The only surprise is that Sanjay survives, as this is nor merited, but inevitably James is fired. Right to the end, James is trying to manipulate Sugar into

James Hill - autocratic leader, was fired this week. Courtesy of BBC

James Hill – autocratic leader, was fired this week. Courtesy of BBC

a stay of execution, playing the victim and sharing that he started with nothing. We’ve seen Sugar manipulated in this way before (Baggs the Brand, anyone?) but though he is fired “with regret”, he is still fired. Rightly so. He has been great TV but was found out many weeks ago.

So, 8 candidates remain. For me, Katie is the best all round candidate, with Mark and Roisin looking strong. Daniel, Felipe and Sanjay are dead men walking. Solomon, who again used his charm to sell, and Bianca are yet to convince me.

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The Apprentice 2014 Week 6 – Relationship Woes

board-48117_640The Apprentice 2014 Week 6 – Relationship Woes

At the end of last week’s exciting episode of Soap Reality TV show The Apprentice, the hostility between team “mates” Mark Wright and Daniel Lassman was out in the open. It was always going to be interesting to see how it would impact on this week’s task. We weren’t disappointed. Instead we were treated to a clash of 2 different strategies, played out in almost Shakespearean tones. Or Cane and Abel if you prefer a biblical reference. Mark is not alone in team Tenacity in not trusting Daniel, but he is the one stoking the fire. For his part, Daniel is so blunt and direct, it is easy to see how he unites his team against him.

The task this week is to design a board game, and Mark manages to manipulate branding assistant Pamela Uddin to lead a task nobody wants to. Tenacity have their PM. After last week’s narrow escape, multiple business owner James Hill chooses to become PM for Summit and immediately demonstrates his style – decisive and paternalistic – by choosing the type of game – fun and educational for the family.

Meanwhile, back in Tenacity, Mark suggests a game based on relationships. Sub teams are set, with James again showing his decisive, direct style. Half of each team  go off to do at some market research, half start to design the game.

The challenge in marketing here is that if you take one idea – like both teams did –  and it isn’t liked, then you have nowhere else to go and you’ve lost a lot of time – so either go out with an open mind and no fixed idea, or give the focus group some choice and measure preference. Both teams opt to take out a single offering. Summit’s idea about a geography based family game is well received, Tenacity’s idea of a dating game is not. Tenacity PM Pamela, in a fatal error that will ensure no brand assistant manager loses the word “assistant” in their job title, decides to ignore the market research and go with their idea “The Relationship Guru”. This is her first mistake. Her second is to allocate Daniel to write the questions (which are based on subjective, not objective data, so are guaranteed to annoy and cause argument) without checking every single one. In these two decisions, Pamela has almost guaranteed that she will be fired if Tenacity lose the task.

And so it proves to be. In a rare case of everything turning out just as it appears to be unfolding, Summit win the task by almost double the sales to shops and big chains compared to Tenacity. James led the task well, but it helped to have a good idea, well thought out and in line with what the target audience – both retail and public -would buy. In this respect, accountant Roisin Hogan came across well and deserves a lot of credit.

In the boardroom, Pamela chooses to bring Daniel (no surprise) and “glamorous solicitor” (sounds illegal) Lauren Riley back. Despite Pamela trying to push the blame on Daniel, the combination of his direct-in-your-face street fighting defence, and Lauren’s steely cross examination, as well as a poor performance as PM, it is the end for Pamela and she is rightly fired. Both Daniel and Lauren receive warnings about future conduct from the judge Lord Sugar, but they survive. After a poor week as PM last week, and with Sugar’s warnings about his need to take feedback ringing in his ears, Daniel lives to fight another week.

Pamela Uddin, Inept Branding Assistant and PM was fired this week. Courtesy of BBC

Pamela Uddin, Inept Branding Assistant and PM was fired this week. Courtesy of BBC

Back in the house, Mark is telling everyone why it is unlikely that Daniel will survive, as the failure of the task and the woes of the world in general are down to last week’s PM. The look on his face is priceless when a humbled Daniel walks into the room. I have been a fan of Mark in this series, and once again this week his salesmanship is outstanding. However, the way he tried to manipulate things this week and his modus operandi in general are now out in the open for all to see. He is as scheming and determined as Daniel, but is pretending to be a team player – a wolf in sheep’s clothing. Or should that be a dingo? It will be interesting to see what happens when he is PM. And this must be soon, as Sugar has cottoned on to his tactics. Maybe a change in strategy? Cane and Abel Part 3 is next week…