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EPISODE THREE LESSONS


Richmond.com

Maureen Moriarty
Seattle Post-Intelligencer

  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."


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

  • Creative multilayered themed event.  Net Worth's project manager, Angie, masterminded an imaginative, fun event centered around a patriotic red, white and blue "political" rally featuring debates about Nescafe's hot and cold coffee.
     

  • Teamwork.  Net Worth demonstrated that they had gelled as a team. They executed a winning event with no sign of conflict, back stabbing or chaos. Last week's loose cannon, Kristen, must have gotten the word as we saw little of her this week.
     

  • Praising and acknowledging your team. Angie publicly said that she was "never more proud of my group." Even though the winning idea was hers, she gave her team credit for the win rather than trying to steal the spotlight. As a leader, it is always best to give credit to the team.

  • FAIL

  • Abuse of power and bullying.  Schoolyard bullies should be expelled. When Michael told Danny, "You yell at me one more time and I'm going to throw you out the window," he went way beyond the boundaries of propriety. Bullies should not be tolerated in the workplace ever.
     

  • Failure to act.  When an employee threatens someone with physical harm in the workplace as Michael did, it must be dealt with swiftly and decisively. While Danny should not have sworn at Michael in the first place, in any workplace there should be a zero-tolerance policy against violence or the threat of violence. Danny should have sent Michael packing.
     

  • Negotiation skills.  Magna did not actively pursue competing bids by event planners to give the team negotiation leverage, and fell for the oldest sales ploy in the book with the event planner's demand for a decision in 60 seconds! And shouldn't the team have questioned how an event planner could have given a legitimate bid with no theme or direction details about the event from the client.  Trump continues to show that he values negotiation skills. Danny failed to demonstrate that he had those skills.
     

  • No big idea.  Magna failed to come up with a big idea or theme for its event. Successful marketing requires a connecting theme to the product.
     

  • Packing your bags and going home. Some failures simply are not recoverable. Verna deserting her team last week was one of them. She was right to leave when she did, her team -- and eventually Trump -- would have eaten her alive.
     

  • Don't speak for others.  Danny spoke for his entire team when he said they would support Verna. He did not have their permission or buy-in to make this kind of blanket statement that implied their agreement.
     

  • Ineffective leadership at controlling the loose cannon.  Magna was paralyzed by Michael's antagonistic, pouting, bullying behavior. Again and again, we have seen on this show what an incredibly negative and paralyzing impact one loose cannon can have on the entire team's performance. What we have not seen is effective management by team leaders to contain and redirect these people. Danny's fatal lapse was in his failure to manage Michael effectively. Danny recognized he had a problem child but did not have the skills to resolve it.
     

  • Not establishing decision-making guidelines or clear role responsibilities. Danny failed upfront to clearly establish guidelines for how decisions would be made with his team. This resulted in his being pinned in Trump's boardroom for being indecisive. Vendor negotiation responsibility or authority was never assigned nor delegated clearly. Danny could have delegated vendor selection with decision-making authority to Stephanie. In doing so, he would have avoided the decision-making fiasco that followed over hiring the event planner.


  • The Report Card

    Net Worth:
    • Effort --
    • Performance --
    • Creativity --

     

    B+
    B
    A-
    WEEK THREE
    BOOK SMARTS
    Magna

    STREET SMARTS
    Net Worth

    Magna:
    • Effort --
    • Performance --
    • Creativity --

     

    C
    D+
    D
     

     

    EPISODE 3

     

    LESSONS LEARNED