January 31st, 2004

The Circus that The Apprentice is

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Thursday’s The Apprentice threw up an interesting dilemma that is often shoved under the carpet in the business world. Before that, a little word on The Apprentice might be useful. It is a greatly hyped reality series produced by the Big Apple’s high flying tycoon Donald Trump. Starting off with a cast of sixteen supposedly brilliant individuals, they are divided into gender-based teams and assigned random tasks that seek to eke out their entrepreneurial and leadership abilities.

Not a sucker for reality shows, this series however captured my imagination but over the past four weeks, I have found my hopes for an interesting season dashed at the display of blatant media circus-ism and capitalism at its worst. The women have triumphed each time however only by using the obvious advantage of their sexuality. From selling lemonade, using sexual innuendos in their advertising campaign and negotiating, and parading as Shooters girls to sell (and even drink some) liquor on their night of restaurant management, I found that tactic to win at any cost, highly despicable. The men were not all that holy either. They fooled gullible NYC tourists into believing that the guy signing the Planet Hollywood merchandise was some kind of hot-shot, when in fact; he was one of the cast members.

Proponents of the cut-throat business ethic may argue that profit must be made at any costs but in the age of Enron and World Com, ethics must rule over every move made in the business world. Do ethical standards really have to be sacrificed in the heat of competitions? I somehow disagree with Donald Trump’s assertion that the show reflects business reality. A relatively public company (accountable to stockholders) will definitely retain the socially accepted norms of its culture and not do anything to jeopardize the firm’s credibility in the eyes of the public, even if it means reduced profits. Sexuality by women and dubious ethics by men seems like an ace up their sleeve that no one expects them to use. Integrity is almost non-negotiable for lasting business success.

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