With the inevitability of a botox-fixed gaze the beauty task provided some ugly Apprentice moments, in an episode that saw this series spring to life. It is surprising that in a series which is focused on the search for a partner for Lord Sugar it has taken until episode 4 for almost all the candidates to 'feature'.
However episode 4 more than any previous introduced that classic mix that makes The Apprentice, when at its best, compelling TV viewing.
Team Logic kept up their unenviable run of defeats with the kind of Apprentice loss that could so easily have been avoided with some simple tweaks. Meanwhile Team Venture was led appallingly by Zoe. The toe-curling (or perhaps it was separation-ly) public haranguing of Susan when the lack of product sales hit home, looked like the most metro-sexual firing squad ever assembled. Clearly a case of a candidate thinking they were being clever and definitively pinning the ‘failure’ just in case anyone was unsure. There is, after all, a big ‘I’ in team, but then this is The Apprentice.
Though there was one person I felt more sorry for than Susan in this episode. That was the guy who having been persuaded to have a massage by the persuasive beauty of Melody, stripped to his waist to be greated with the melodious Irish tones of Jedi Jim. Who looked far too enthusiastic on arrival in the treatment room, I some how think that wasn't what the customer had in mind.
There were so many failings on both sides, from the pitching process when Logic lost out on the money spinner of fake tan spray, through the decision that a relaxing massage could live side by side with the hairdryer and ‘are you going on holiday this year’ chatter of hair styling it was inevitable that Felicity was destined to tossed away quicker than a Lady Gaga hair accessory after a night out at a rugby club awards do.
What this episode did demonstrate is that in so many areas of business location is key. As is not losing sight of the most important KPI in any business – margin. Amongst all their appalling decisions this one is the most unforgivable by Logic and led straight to their downfall. As the saying goes, Turnover is Vanity, Profit is Sanity – or in this case Looking like a salesperson is Vanity, Profit is Sanity, just too much time spent selling low margin products and ignoring the harder sell but higher margin treatments spelt the end.
Just what possess seemingly successful people (Ellie after all runs her own construction recruitment business) to go completely ga-ga and fail to spot that selling hair accessories came secondary in priorities to getting the more profitable treatment room full is a mystery.
What are becoming clearer are the personalities of the candidates and therefore the matching process with Lord Sugar is, possibly, a little clearer than previous series.
Already there is three groups forming. There are those that seem to be leading the race, Melody, Jim, Susan and possibly Ellie (if she can come back strongly from the boardroom appearance – which was a superb performance). Then those that just won’t match with Lord Sugar and so will be falling by the wayside, Natasha, Zoe, Vincent and Edna. Finally there is the group who could go either way, Tom, Leon, Glenn and Helen. A strong or weak PM performance could see any of them joining one of the other categories.
Perhaps Leon should just hold out his pinky now and see if Lord Sugar follows as easily as the female shoppers in Birmingham seemed to. I’m not sure what his girlfriend would have to say about that.
Star of the Week: In a week of poorness, Tom quietly hit the nail on the head but was ignored and Leon had his pinky out - Leon for the sheer cheek of it.
Got Lucky: Zoe Beresford - her calling out of Susan was just poor
Heading for a Fall: Vincent Disneur is looking more and more out of his depth by the week. Natasha Scribbens isn't too far behind.
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