Here's what I wrote on Series 4:
Week 1
Who was fired?
Nicholas
Who should have been fired?
Alex
Why? I’m going to go against the grain at the time here and argue that Alex should have gone if the task is taken into account. His transparent strategy in the task was to delegate everything out to make sure that nothing was his fault. If he had been interested in genuinely winning the task, then as PM, he should have got stuck in and made personally sure that the boxes were labelled and priced correctly. In addition, the pricing mistake wasn’t particularly made by Nicholas, it was as a result of Alex copying the fishmonger’s prices and people shouting things Nicholas’ way when if they had been patient he probably would have sorted out prices correctly.
Week 2
Who was fired?
Shazia
Who should have been fired?
Jenny
Why? Because Jenny’s task performance, both personal-wise and business-wise was utterly atrocious and Shazia’s fatal error was never truly accounted to her and seemed to be Jenny’s error as well. The task was lost right from the start when Jenny suggested in the initial pitch a ridiculous price of £4.99 per item, which brought the total to £5000! The ridiculous attempts at pricing, combined with the fact that Jenny was partially culpable for Shazia’s error, as well as the fact that she treated some team members like dirt and she lied about nearly everything in the boardroom meant that she should have been fired five times over. That she survived means this decision is up there with the worst ever.
Week 3
Who was fired?
Ian
Who should have been fired?
Ian
Why? Ian had no clue how to manage this task short of dumping everything on Kevin and transparently trying to lump every single task fault on him when the task went south. He didn’t even consider costs, especially when it came to the food which, due to a lack of planning on Ian’s part, resulted in them purchasing food at supermarket prices. He didn’t motivate the team and this was highlighted by Kevin calling a meeting to motivate everyone halfway through the evening. Then, of course he lied about loads in the boardroom and dumped everything on Kevin. If Michael had been in the boardroom, my answer may have been different as his plucking prices out of the air could have sunk the task if it wasn’t already going tits up.
Week 4
Who was fired?
Simon
Who should have been fired?
Simon and Claire
Why? As the PM of a team who made a loss, when a lot of the errors were down to him, Simon, regardless of how he was treated, deserved to get fired. However, Claire’s treatment of him was unacceptable and Sir Alan could have done well to send out a message to the candidates that when you treat your PM in the disgraceful way that Claire did, you deserve to get fired. In addition, she was a critical reason for the failure of the task as the failed link between the back office and sales front. However, Simon crumbled on the sales day and he was out of his depth, so if one person deserved to go, then it is Simon.
Week 5
Who was fired?
Lindi
Who should have been fired?
Jennifer
Why? Don’t get me wrong; I am in no way suggesting that Lindi’s firing was anything other than fully deserved and she was, I suppose, ultimately culpable for the huge mistakes of the sub-team as the sub-team leader, but Jennifer made more blatant errors on task, shot down Lucinda’s good idea of the sub-team mix and her team clearly hated her, so I think she deserved to be fired. I do suspect that her survival is more down to the fact that she’s better TV than Lindi. Whilst Lindi offered exclusivity as well, this was as due to the pub owner asking for it (As opposed to needlessly offering it in the middle of a pitch that was going to sell anyway) Lucinda certainly deserved to survive for an excellent stint at leadership and I think Jennifer made critical mistakes so she should have gone.
Week 6
Who was fired?
Kevin
Who should have been fired?
Jenny
Why? Yes I know she wasn't in the boardroom, but I have to iterate that she simply should have gone. Jenny should have gone for killing the team even before she pitched her atrocious environment idea as she shut down any ideas that Sara came up with, most of which had some legs. Not only that, but she came up with the task losing idea, tanked a pitch by stepping on her own argument and was responsible for the despicable scapegoating of poor Sara. That said, I’d happily have fired the lot of Renaissance (bar Sara) for transparently trying to get her fired. Of the three in the boardroom, Kevin was absolutely the right choice for a multitude of reasons, mainly for facilitating Jenny’s idea and pitch-related reasons, but I’d have given all of Renaissance (particularly Jenny) a bollocking for how they treated Sara.
Week 7
Who was fired?
Jenny and Jennifer
Who should have been fired?
Jenny and Michael
Why? Jenny, after seven weeks of showing nothing apart from abhorrent boardroom tactics as well as single-handedly tanking three tasks, 100% deserved to go for that alone, but also she was horrible in this task and boardroom and a terrifically satisfying firing, on her birthday makes me almost happy about the episode, in spite of Michael’s escape. Jennifer was pretty dire, but it has to be said that she wasn’t that bad, considering other candidates have PMed worse than her and won tasks this series (Cough cough: Helene and Michael) and she didn’t make any of the major error than resulted in the task defeat (Considering the Mosque Alarm Clock was sorted out). Michael, on the other hand was just as bad as Jenny with Koshergate and the tennis racket fiasco and the only difference was that he admitted his mistakes. For this task, there is no way he should have survived, particularly as his PM win last week was pretty lucky. Claire and Alex made critical mistakes, but they didn’t cost the team as much as Jenny and Michael’s and, therefore deserved to survive.
Week 8
Who was fired?
Sara
Who should have been fired?
Helene and Michael
Why? OK, hands up, this wasn’t Sara’s best task. However, for a start, Michael was just as poor as Sara and made the critical error right at the start by telling Helene to divide viewings geographically, meaning no team could view everything. If I had to choose one, I actually would have gone with Helene as she sunk her team twice (first by viewing the dresses geographically; second by going for the lower-end dresses which meant she also missed out on the bridal lingerie) and, devoid of any management whatsoever, she let Sara and Michael drown so she had ammunition in the boardroom (Lucinda, by contrast, moved Lee over to the dresses for the good of the task). It was clear that she set Sara up just because she (Helene) didn’t like her. Michael should have gone as well, if only for making the critical task error right at the start.
Week 9
Who was fired?
Raef
Who should have been fired?
Michael
Why? Overall, looking at the task, Raef was probably the worst on the team. He and Michael made the same mistakes all the way through but as PM, he was more culpable and, regardless of what Raef said, he didn’t make any move to keep in the product shot. However, that is an extremely unfair way of looking at it, considering Michael was primarily responsible for the failure of the last two tasks (as well as being a huge factor in losses in Weeks 1 and 3) but got another chance on both occasions. If Michael had been a positive influence I could have seen the reasoning behind keeping him, but as he made almost as many mistakes as Raef, he really should have gone. Claire’s brand name may have been crap, but was the best performer on either team and fully deserved to stay.
Week 10
Who was fired?
Michael
Who should have been fired?
Michael
Why? From a purely selfish point of view, I’d have quite liked Helene to have gone as I believe she would have been a bigger threat to the better candidates at interviews than Michael (who would certainly have fallen) but being honest there is no way that Michael should have escaped being fired. He went into the task lethargic and defeatist, he made yet another critical task-destroying error in the first few minutes (by not picking the Zonda), chose to sell alone when he knew nothing about cars, had appalling location choices, was absolutely pathetic in Ferrari selling during the day, had failed when Sir Alan had given him the chance at being PM, but most of all, Michael should have gone because he is arguably the weakest candidate ever to appear on the show and was out of his depth in Week 1, let alone Week 10.
Week 11
Who was fired?
Lucinda
Who should have been fired?
Alex, Helene and (with regret) Lee
Why? For a start, there is no way this year (definitely the weakest final four ever) should have had four finalists than the regular two. Secondly, Alex’s interview performance was absolutely atrocious; without a doubt the worst I’ve seen in the four years (And when you have Tre’s and Paul Tulip’s in living memory, that really is a terrible record). He was moody, he was angry, he was defensive and he clung on to the fact he was 24 in every single interview. He would have been a definite firing. Helene... didn’t do as badly as her task performance would suggest, but even so, she talked about her back story more than her competence and made extremely unprofessional comments about her colleagues. She would have been my second firing. Which leaves Lee, who I did feel for, as he was the best task performer up until Week 8, but as Claire has improved and improved he has declined and declined (despite his five task winning streak) and the CV lying meant I would have regretfully fired him. Lucinda actually did the best in the interviews overall (though she shouldn’t have admitted her quitting thoughts) in spite of unwarranted criticism from that knobhead, Paul and she would have been my first finalist. Claire would have joined her for me, as the best on task performer and for genuinely improving. I wouldn’t have overly minded any combination of the other four but that Alex survived is an absolute joke.
Week 12
Which team won the final task?
Claire and Lee
Which team should have won the final task?
Claire and Lee
Why? Alex and Helene’s concept was better, so, in theory, they should have won. However, the fact that their whole campaign developed off an idea that neither of them (nor their team) thought up meant that it would have been extremely unfair had they won off the bottle alone. Claire and Lee worked hard and well on a poor concept and made it as good as they could. In addition, their strategy for having thought of the business side of things as well as the fact that their bottle was more recognisable as a male fragrance meant that there was a strong argument for them to even win. However, the key reason I believe that they should have won is that, ultimately, the final task was pretty irrelevant. What it was about, in my view, was showing leadership skills, good boardroom skills and above all, proving they can work as a team. It was more a question as to whether the teams could put aside personal differences to work as a team for this task. Lee and Claire did this excellently (especially Claire). Alex and, in particular Helene, simply couldn’t get over their dislike of each other and their in-fighting proved that neither one of them deserved to win. And that is the final reason I believe it was the right result – neither Alex, nor Helene remotely deserved to win.
Who was hired?
Lee
Who should have been hired?
Claire
Why? It is such a reality show cliché, but Claire was the one who showed most improvement and after her Week 4 warning, in every week bar a couple (Marrakesh Week and, arguably Card Week) she was the top performer. From single-handedly guiding Renaissance to a win in Week 5, to being a top seller of the dresses in Week 8, to probably being the best performer in the car task in Week 10, considering Alex got lucky and Claire constantly sold throughout the day. Lee, by contrast, started really well, but from Week 9 onwards, continually got worse and worse and never really recovered, bar a weak storyline about his pitching skills, which may well have improved, but were still vastly inferior to Claire’s. It’s not as annoying as the first three victories but for her genuine improvement, obvious superior intelligence and continual strong performances on tasks, I really did feel as though Claire deserved the win overall.
I'm happy to respond to anyone's thoughts