JD O'Brien's laidback approach fails to charm Lord Sugar in The Apprentice

jd o'brien, the apprentice

JD O'Brien became the latest casualty on The Apprentice when his readiness to apologise for his team's mistakes didn't impress Lord Sugar

The Apprentice’s JD O’Brien admitted he 'ballsed up' by trusting team members, a mistake that contributed to him losing his place in the competition.

However, he graciously maintained that the failure was largely down to him as Team Nebula’s rather relaxed project manager.

The candidates were tasked with launching a crowdfunding campaign in order to raise as much money as possible for two entrepreneurs’ cycling products.

JD O'Brien

JD O’Brien is the latest to leave The Apprentice (BBC/Screengrab)


Along with creating a fundraising website, the contestants had to pull off a publicity stunt to encourage the public to invest in the products, and there was also a chance for the teams to pitch to retailers.

JD and his team opted to work with bone conduction headphones for cyclists, while Team Titan – led by sales manager Samuel Boateng – promoted a light-up safety gilet.

Problems quickly arose within Nebula’s sub-team, as Paul Sullivan and Sofiane Khelfa repeatedly butted heads, causing them to launch the website later than planned due to a quibble over rewards for public pledges.

The Apprentice

The Apprentice candidates faced a crowdfunding challenge (BBC/Screengrab)


“I’m happy for them to do their job, I’m happy to take a step back and just chill out,” JD said during the challenge.

After a 24-hour period, the candidates were called into the boardroom where it was revealed that Team Titan had won the challenge with a total of £788 raised. Team Nebula trailed behind with £681 raised.

Criticism came from Lord Sugar over Nebula’s publicity stunt – the use of a self-written song performed by a gospel choir at a train station – into which JD offered little input.

He also condemned the team’s lack of tact in pitching to retailers.

The Apprentice

Team Nebula’s publicity stunt (BBC/Screengrab)


JD decided to bring Rebecca Jeffery, who managed the publicity stunt, and sub-team leader Paul back into the boardroom to face Lord Sugar.

Baffled by JD’s choice to bring Paul back, Lord Sugar said: “JD, you admit your mistakes, I wonder whether it was another mistake, you bringing him [Paul] back in here instead of Sofiane.”

The business boss questioned Rebecca’s skills as a 'marketing person' and told Paul that he remains unsure about his 'stability' as a prospective business partner.

The Apprentice

Paul Sullivan, JD O’Brien and Rebecca Jeffery (BBC/Screengrab)


But it was JD, who repeatedly apologised for the failings in the task, who was fired.

Lord Sugar said: “It’s not difficult for me to consider that you are responsible for the failure of this task JD, and all you have done today is admit your mistakes, and it’s something that I can’t ignore. JD… you’re fired.”

JD told the Press Association: “With hindsight I should have micro-managed more, but I just didn’t believe I needed to as (the other candidates) are supposed to be capable business people.

“And if I’d known they would make a pig’s ear of it I would have taken a more hands-on approach. Again ultimately I was PM so have to hold my hand up for so many errors.”

The beachwear company boss said: “I probably took my eye off the ball a bit here because of the nature of my approach”.

“My main strength is dealing with people. I get on with most people, I can read people and can get the best out of situations. Having said that I ballsed this up by over-trusting so may need to work on it.”

The Apprentice continues next Thursday on BBC One at 9pm as the remaining candidates fight for Lord Sugar’s £250,000 investment in their business plans.


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