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This week's assignment:
Create a marketing event with "buzz" for Nestlé's Nescafe
Taster's Choice instant coffee with a $75,000 budget.
In the boardroom
Nestlé executives chose Net Worth as the winner having
succeeded in creating the most "buzz" with their creative patriotic-themed
event.
With
Magna back in the boardroom, Trump asked what went wrong. Danny admitted
that the loss was tough, but before talking about it, he said he wanted to
discuss something serious. He felt that Michael abused his exemption. Erin
agreed and said that Michael should be fired: "He quite possibly did nothing
on this task." But Trump said that in business, you have to live by the
rules. Trump then turned to Danny's performance as Project Manager. He said
that Danny's campaign was flat. In addition, the team gave nearly $50,000
right off the bat to one company. Stephanie complained that the team had no
theme to communicate to their event planner. Bren conceded that while Danny
was responsible for the loss, Bren would fire Michael for his utter lack of
integrity. Michael accused Danny of being totally lost as a leader. Finally,
Danny chose to bring Stephanie and Michael back into the boardroom - in
spite of Michael's exempt status.
Trump hit below the belt when he
belittled Danny in the boardroom. Trump wasn't behaviorally specific but
instead chose general derogatory and condescending comments, such as
"You're the team leader ... sort of ... like ... a little bit. ... I
don't know. ... You're not much of a leader." Trump is modeling and
perpetuating the very kind of kindergarten behavior that we see too
often on "The Apprentice." There is some disagreement in business
school's about Trump's assertion that leaders cannot lead by consensus;
consensus can be a valuable decision-making tool that can generate
critical team buy-in, commitment, and motivation.
Trump refused to fire Michael even
though Magma asked him to do. Trump argued that rules are there to
followed and the exemption would stand. But shouldn't one rule supercede
another? If Michael had been caught stealing money, would the exemption
still stand? Likely no. So then, should the exemption still be enforced
when a candidate threaten another candidate with violence?
With just his advisors around
him, Trump asked for input. Carolyn said that Danny couldn't make decisions.
She also felt he made a bad decision by saying he would bring an exempt
candidate, Michael, back into the boardroom with him. George agreed with
Carolyn. Trump then called the three candidates back in. Michael denied
doing badly on the task and he denied slacking off because he had exemption.
Trump thought it was a poor display of leadership for Danny to take a vote
about whether or not to hire the event planner. Michael said Danny wasn't a
great advertising person or a good leader. Stephanie didn't think much of
either Danny or Michael. Trump said Michael did a terrible job. But Trump
didn't blame Stephanie. He said that she found the event planner - the
problem was the team didn't have a good idea for the event. Trump said that
both Danny and Michael should be ashamed of themselves. But Trump said that
what he hated more than anything else was that Danny chose to bring an
exempt candidate back into the boardroom. Trump said that the action showed
that Danny either had a lot of imagination or was someone who won't play by
the rules. So, Trump pointed and said, "Danny, you're fired."
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Lessons Learned
How to Conduct a Successful Creative Brainstorming
Session
"Brainstorming is an integral part of the business process at all
organizations. It can lead to a dynamic and valuable exchange of ideas and
exciting new initiatives. Poorly executed, however, it can foster
resentment, internal tension and be counterproductive. All participants in a
brainstorming session need to remember, it's not personal-it's business."
- Establish the role of the leader.
The leader acts as
facilitator, monitoring the flow of ideas to ensure that everyone has a
chance to speak and no one interrupts another, and that discussion stays
on track and doesn't veer off on too many tangents. The leader should
encourage challenge and debate-they're productive. Hostility is not.
- Define the task at hand. All group members must clearly
understand what the ultimate business objective is. Before solutions are
suggested, all available facts, trends and challenges should be reviewed
and discussed.
- State the goal of the brainstorming session. The role of the
brainstorming session needs to be clear. The purpose is to generate
ideas, initially without consideration for their merit.
- Create a positive culture. Members should feel free to
communicate openly and honestly. It helps to select a neutral setting.
Find a room where the team members can slip off their jackets, grab some
refreshments and get to work.
- Record ideas. A flipchart or a blackboard enables members of
the group to see each idea and build on ones that interest them. Rotate
note takers to enable all to actively participate in the ideation
process.
- Encourage the flow of ideas. There should be no evaluation
early in the process. Members should not look for the elusive "right"
idea immediately. The goal of the team is to generate lots of ideas. The
right one will eventually emerge-almost always from one idea built on
another.
- Carefully monitor verbal and nonverbal communication. Listen
to all members of the group. Also, watch for nonverbal communications.
This will often tell you, even more than words, how members feel about
the group's progress.
- Select the best idea. Periodically summarize the group's
progress. Once the group winds down, review the ideas. Focus discussion
first on positive attributes of each idea. Only then focus on the
negative aspects. Through a process of elimination, identify the top
ideas and then make a final selection. Choose an idea that fully meets
the task objective and that all members of the team are willing to
support.
PASS
FAIL
The Report Card
Net Worth:
- Effort --
- Performance --
- Creativity --
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B+
B
A- |
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| WEEK THREE |
BOOK SMARTS
Magna
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STREET SMARTS
Net Worth
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Magna:
- Effort --
- Performance --
- Creativity --
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C
D+
D |
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