Tuning in to last night’s episode of ‘The Apprentice’ allowed me to witness a further
dynamic of the ‘Culture Crisis’.
Last night’s brief was simple – create a campaign to raise awareness of English sparkling wine.
The consultant in me leaped with joy! A move away from the traditional blunt sales instrument that’s been used thus far, this required some real business nuance and a more refined touch.
The 7 ‘C’s of Consulting, a gift for this particular task:
- Client
- Clarify
- Create
- Change
- Confirm
- Continue
- Close
Granted, there weren’t opportunities to fulfill all 7 ‘C’s but there are some fundamental steps which you just can’t skip – ‘Client’ and ‘Clarify’ being the most important in this task.
As defined by the ‘Client’, this was a marketing task, plain and simple.
Raising awareness is all about creating and then marketing a brand; targeting the right markets; getting your pitch right so that you enhance the brand whilst the message is welcomed by and relevant to the intended recipient(s) and you are meaningfully increasing exposure of your brand to these potential customers in a structured, coherent way.
Having been steeped in 8 weeks of ‘sale or fail’ though, the contestants on both teams missed the brief by a ‘country mile’ to use an English phrase.
They should have been developing the brand:
- Image
- Values
- Identity
- Awareness
- Association
What they ended up with was a sales pitch aimed at the people who gave them the original brief, leaving the ‘Client’ disappointed and Lord Sugar having to choose from the best of a bad lot.
The adverts created were damaging to the overall image of the product; it said nothing about the value of the proposition; it didn’t create positive and desirable associations.
It was cheap, sales centric self indulgence rather than putting the proposition at the heart of their efforts and building the brand.
The one redeeming effort was a fantastically crafted English rose champagne glass emblem demonstrating a coherent link between the activity expended and ‘Client’ expectation – a diamond in the rough from Gabrielle Omar.
To sum it up, there was plenty of fizz but not a lot of sparkle from either team.
Biggest winner on the evening – the viewers. This was an excellent example of how culture drives perception drives behaviour drives results!
It’s National Learning at Work Day as designated by the Chartered Management Institute, hopefully the salient lessons were identified and learned by the remaining hopefuls. According to the CMI’s research, it may be the only training they receive!




A strange and unprecedented thing happened during the walk and I’m equally sure it has as much relevance in the day-to-day ‘dog eat dog’ world of business as it has in the quiet suburban life of Glasgow, Scotland.



The monetisation and incentivisation that’s gone on in Boardrooms the (developed economic) world over has resulted in a small, hypercompetitive market turning into a financial maelstrom. As one ship was sucked in and sunk, the next followed and the next and so it goes on.