The Apprentice premiered in 2004 and immediately became a cultural phenomenon, not least because it was anchored by the inimitable Donald Trump, a billionaire with a billion dollar ego, a man with unquestioned smarts who revelled in the Art of the Deal (title of his bestseller). For a long time, Trump was the man with the Midas touch. After graduating from the prestigious Wharton University and thereafter apprenticing with his father, Fred, he made other real estate people look like they were non-starters. He was chalking up big deal after big deal, and seemed invincible, until the inevitable blip appeared in the form of the massive real estate crash. Donald Trump tripped big time, and it seemed he would never regain his foothold again.

Trust the press to delight in the fall of a megalomaniac. But in true never-say-die entrepreneur fashion, the Donald rose again and even eclipsed the dizzying heights of his first coming. Since then, there have been ups and downs, but by and large Donald Trump has only managed to become more impressive, more, if you like, larger-than-life. That singular act of falling and rising again is Mr. Trump’s best credentials to host such a ground-breaking business reality show.

As they say in business, you are not made until you have been unmade. Beyond the brass tacks of business, the Apprentice showcases the intrigues behind the big and the small deals, the squabbles, the make-ups, the big ideas, the jostling and positioning, the branding process, the market penetration efforts, the one upmanships, brinkmanships, risk-taking, gutsy leadership and just everything that goes into making a business a legacy.

In a short time, the Apprentice has spread round the world, and in late February this year, Bank PHB brought the maiden edition not only in Nigeria, but in Africa. The excitement has been astonishing. From Nigeria to Ghana, Kenya, UK and the US , young Africans both at home and in the diaspora, who believe they have what it takes to take the world by storm, have been taking on the CEO’s tasks both in the Apprentice House as well as in our living rooms.

By its very nature, the show is the business, but you have to know business to make the cut. The Apprentice is not a place for theorists. It is a place for people in business, people who have experience in the workplace, people who want to advance their careers, who are not shy to show off their brilliance, their networking skills and that unique ability to think outside the box.

It is, according to Charles Odibo , Head of Corporate Communication at Bank PHB, a show that has viewers riveted to their seats as they watch episode after episode of incredibly educative and informative stuff.

MBA students have a lot of case studies here, says Mr. Francis Atuche, MD of Bank PHB. Why did he say that? Obviously, there are some differences between The Apprentice as anchored by Donald Trump, and Apprentice Africa, as anchored by Biodun Shobanjo, the advertising mogul who also has interests in other sectors of the economy. The African business terrain is very different from what obtains in New York . There are certain peculiarities to doing business in Africa that cannot be described as universal. In fact, it can be said that Apprentice Africa might turn out to be more challenging because business in Africa is more challenging. The issues raised are more relevant to the African experience.

“What role do banks play in the capital mobilisation process? Well, Bank PHB is one of Nigeria’s most creative financial institutions and they have had this creativity more than adequately captured. There is a reason Bank PHB is sponsoring Apprentice Africa. We want to up the impact of businesses on the African geo-political experience. We want to prove that one man adding value to a business is capable of increasing the efficiency and productivity of the entire value chain,” those are the words of Francis Atuche.

This will not be the first time that Bank PHB is embarking on something that breaks the mould while at the same time giving to its various stakeholders something that is of direct benefit. Its first venture into the reality TV terrain was when it sponsored The Intern, a show that was loosely patterned along the lines of The Apprentice. Ten of the contestants that participated in that show are today employees of Bank PHB.

The Bank is also known for its various capacity building initiatives which has seen it awarding scholarships to numerous students in higher institutions, and also partnering with agencies like the British Council and American Home Office (for the Fulbright Scholarship).

With an unerring focus on Nigeria’s young people, Bank PHB has carved a niche as an enabler of the dreams and ideals of young people. With Apprentice Africa, for example, the winner, after 13 gruelling weeks, would walk away with $200,000: More than enough to launch a good business in any part of Africa.

But that would be the birth of a dream. A dream that could launch Africa’s next wave of entrepreneurs, people who can help Africa develop the capacity to compete with other continents. Because really, when you look at it, entrepreneurship and private sector initiatives are where Africa falls short. We have abundant resources that remain unrefined until they are exported in that state to other people who send it back to us processed, and at a much higher price.

While the real Apprentice is about a job, one man or woman outlasting others to clinch the coveted job, the show is making Apprentices of us all, pointing us in new directions, teaching us new skills, helping us acquire new attitudes to time, money, management, leadership, etc.

Source: The Nigerian Tribune

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