I still tune into The Apprentice on occasion, and I get it – it’s easy enough to poke fun at. The show has taken a nosedive from its previous semi-serious flavor and fallen a bit into the realm of being a caricature of itself. While the amusing jabs come regularly, the truth is that it still has the potential to entertain, educate, and even offer a touch of insight into the ever-changing world of business.
Since before my early days in the industry, The Apprentice’s contestants have primary been of five distinct kinds: those looking to maximize their branding opportunity; possessors of big-picture visions; experienced entrepreneurs trying to stay recent on trends; industry pundits needing a platform to demonstrate their expertise, and; fresh-faced hopefuls ready to make their mark.
In some ways, The Apprentice serves as a reflection of the society in which it was created. The show began in 2004, the middle of a time when business owners and corporations were enjoying the spoils of accessible information and the still relatively-naïve consumer base that made the amount of wealth generation unprecedented in history. But consumer trust had yet to be circumvented by companies and the need for economic security looked promising.
As the show enters a new era, the need for economic security has become greater for many, as small-business owners’ efforts to claim (and often keep) market share have been felt in almost every industry. The need to protect yourself from the competition has grown stronger, as the digital marketplace has opened up both the potential customer and challenger.
Given this new reality, it shouldn’t surprise us that the modern installment of The Apprentice considers customer trust and protection among its primary objectives. The creation of realistic contracts and reliable customer relationships lies at the core of their concerns, and effective distribution protection, as well as a widened scope of customer-side data-sharing, are names of the game.
Those that excel in modern-day puzzles are the ones that recognize potential within both the consumer and the competing business while also questioning society’s now-questionable trust when it comes business owners and large-enterprises.
We can still enjoy The Apprentice, yet find a deeper meaning in it all the same. As a human race, we are all connected through our work, regardless of the industry in which we’re placed. In many ways, for better or for worse, the show is a reflection of society and a reminder of the ever-evolving challenges of managing any sort of business. We should appreciate it for what it is, a light-hearted look at the issues and challenges of business, but also for its sobering reminders of the need for economic security.