Claude Littner reflects on The Apprentice’s iconic interview process

Interview

As series 18 of The Apprentice heads towards the finish line, the remaining candidates face the scrutiny of Lord Sugar’s most trusted advisors, in the fan favourite Interviews Episode.

The team of business experts are primed and ready to pick apart business proposals and dig deep to find out who’s really got what it takes to become Lord Sugar’s next business partner. Only two candidates can proceed to the final and secure the life-changing £250,000 investment in their business.

Over the years, Lord Sugar has invested close to a staggering £3million into winning pitches, and this year’s ambitious entrepreneurs will be doing their utmost to prove they mean business as they fight it out for the life-changing investment opportunity.

Lord Sugar’s team of gruelling interviewers include Claude Littner, the notoriously tricky questioner and Lord Sugar’s longest serving business colleague, who returns to put the candidates to the test. Joining Claude is businesswoman, Claudine Collins, Chief Client Officer of MediaCom UK and corporate board member at Cancer Research UK; co-founder of Shortlist Media, Mike Soutar, and one of the first women to head a fashion company flotation on the London Stock Market Linda Plant.

Here, Claude Littner reflects on his experience….

What have you been up to since the last round of interviewer’s questions?

I am always busy.  Not always as productively as I would wish. Mainly involving financial and business matters, but also as a Trustee of two charities. As well as my work at The Claude Littner Business School at the University of West London and as Chair/Director of some of Lord Sugar’s companies.

What have you learnt from your time working with Lord Sugar?

I have been involved with Lord Sugar for 35 years. He is unique, and a brilliant, innovative entrepreneur. I am still trying to understand what he sees in me.

Describe the ideal candidate using only three words

The ideal candidate on The Apprentice in 3 words: Entrepreneurial, diligent, hard-working. (Many other qualities besides!)

What distinguishes a great business plan from a mediocre one?

The business plan must have: clear objectives, show clarity of thought, and be achievable and realistic with potential for growth and profit.  All these factors must be embodied by a candidate who can deliver on the plan. Mediocre plans lack many of these characteristics.

How do you balance being both tough and critical with the candidates in the interview process?

The candidates who reach the interview stage are typically exhausted from having been through the process! But they are also excited to have reached this milestone. 

My objective, having spent a considerable period in the week leading up to the interview analysing their plans, is to challenge their business plans. Are they realistic, are they achievable, are they sensible, do the numbers add up, does their chosen industry have growth potential, where will they expand, have they considered the competitive landscape? Have they got the knowledge and ability to make a go of the plan?

What do you think viewers can learn from watching The Apprentice?

Hopefully, the viewers are entertained and form attachments to the candidates and appreciate their commitment to the tasks.  In conjunction, viewers might conclude that the tasks are not that easy, and candidates need to work together, allocate responsibilities sensibly and show business acumen throughout, whether it is in negotiations, presentations, timekeeping… etc. Most importantly listening to Lord Sugar’s analysis of the tasks, the failures and the business lessons to be learned from them.

What’s the toughest interview you’ve ever had?

Never had a tough interview. I am always prepared! 

If you had to describe Lord Sugar’s leadership style in one word, what would it be?

Awesome!

Which of the interviewers, past or present, would you be most nervous to interview you?

None! Never nervous at interviews. I enjoy the process. I’m very confident in my ability and know my weaknesses. Importantly…I’m not looking for a job.

What specific qualities or traits do you look for when grilling the candidates during the interview process?

Bright eyes, intelligence, a good business plan, honest and full answers to my questions, insight and knowledge of the business/industry they are proposing. An ability and desire to succeed and 100% focus.

If you could put Lord Sugar in the hot seat, what would you ask?

How did you get to be so damn smart, entrepreneurial, insightful and clear-thinking?

What’s the toughest question you’ve ever asked a candidate during the interview process, and how did they respond?

I always ask the tough questions and look for honest and straightforward responses. That typically leads to a productive and constructive interview.

What’s the most common mistake candidates make when facing the interviewers?

Not taking account of the flaws in their business plans. Numbers not adding up! Overambitious projections, not knowing the market well enough, failure to appreciate the costs/overheads/ risks of starting a new business or growing an existing one.

Without giving too much away, can you recall a particularly memorable moment from this series’ interviews?

Yes, but it would be a ‘spoiler’!

What’s the most outrageous lie a candidate has told during an interview, and did they think they could get away with it?

So many outrageous and ridiculous statements! Too many to single out.

If you had to sing a business-themed karaoke song, what would it be and why?

The question is not worthy of a response from me.

Stream The Apprentice on BBC iPlayer.