10 Secrets I Learned from The Apprentice (Paperback)

by Anthony Parinello (Author), Beth Gottfried (Author) "It may be possible to succeed in the business world by focusing obsessively on small, incremental ideas, or by methodically refining a series of low-level..." (more)
Key Phrases: Team Versacorp, Trump Ice, Fab Five (more...)

Editorial Reviews

Product Description
On the hit reality TV show "The Apprentice," 16 power-mongering contestants compete ferociously for a top-level, year-long position at one of real estate mogul Donald Trump's companies. The competition-and the competitors-are ruthless, but only one will be left standing. So what does it take to become number one in the world of big business and finance? By examining the show and the contestants, not to mention Trump himself, some valuable tips can be gleaned to pave your way to the top.

About the Author
Beth Gottfried is a Boston-based writer and editor who writes a regular column on "The Apprentice" for the- subterraboston.com.

Anthony Parinello is an award-winning salesman and an expert on selling to top decision-makers. He is also the Wall Street Journal bestselling author of five books, including SELLING TO VITO: THE VERY IMPORTANT TOP OFFICER and SECRETS OF VITO: THINK AND SELL LIKE A CEO.

Product Details

• Paperback: 128 pages
• Publisher: Chamberlain Bros. (July 27, 2004)
• Language: English
• ISBN-10: 1596090049
• ISBN-13: 978-1596090040
• Product Dimensions: 7.9 x 5 x 0.6 inches
• Shipping Weight: 4.8 pounds (View shipping rates and policies)
• Average Customer Review: 2.5 out of 5 stars See all reviews (4 customer reviews)
• Amazon.com Sales Rank: #1,626,892 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

17 of 19 people found the following review helpful:

4.0 out of 5 stars Nothing new, but still good business principles , August 19, 2004

By	Michael Drake (New York) - See all my reviews (REAL NAME)

I picked this one up in fond memories of the Apprentice's first season and after a quick flip through the pages. Though the book presents nothing new in terms of concepts, they're certainly tried and true maxims of business.

The lessons don't appear to be "learned" from the show so much as the writers picked 10 lessons and supported them with Apprentice asides. Does this matter? No. But I was expecting much more Apprentice analysis and specific examples of actions and their resulting successes and failures.

The bottom line: a fun, quick read during spare time, but it could have been more.

5 of 5 people found the following review helpful:

2.0 out of 5 stars good, but it could be better substantiated, August 6, 2005

By	Jules (Asia Pacific) - See all my reviews

The game plan in Mark Burnett's hit reality TV show The Apprentice is to ruthlessly eliminate 15 of its 16 contenders, in its bid to identify the best man or woman for the top job in one of billionaire Donald Trump's corporations. In the event, it sheds light on the ways and means Trump, estimated by Forbes to be worth US$1.74bil (RM6.6bil), and the likes of him may have undertaken on the warpath to building their own business empires.

The contenders are divided into two teams: Protege and Versacorp, where they are expected to compete against the rival team and against members of their own team for leadership posts while maintaining teamwork throughout 15 frenetic episodes.

They are thus put through a series of tests to gauge their team leadership skills, competitive spirit, business acumen, passion, gumption and more. These tests have included an advertising campaign for a card that allocates private jet service by the hour, an AIDS benefit auction, art exhibition, running a lemonade stand and selling bottled drinking water.

Although Trump appears only at the end of each episode to eliminate one person from the losing team - and briefly at the start - he really is the star of the show which is an induction into his world. Choosing his apprentice by shrewdly assessing their strengths and weaknesses, with the help of assistants George and Carolyn, Trump cuts a clear picture of the type of person that will fit in his world.

According to Parinello, a Wall Street Journal bestselling author, and Gottfried, a regular columnist for The Apprentice on www.the-trades.com, the ideal candidate will be familiar with all or most of these 10 Trump-approved methods:

Think Big. Show the Competition No Mercy. Defend Yourself Aggressively. Remember, Consensus Is Overrated. Identify All Possible Resources, and Use Them Strategically. Cut Your Losses. Get Face-to-Face With Key Decision-Makers. Step Up - Take Intelligent Chances, and Then Take Responsibility. Advance the Most Profitable Deal. Negotiate Tough.

Employers look for people who dare go after a riskier but more potentially rewarding path, who will pull through more often than not. These are what Trump calls Big Thinkers. The apprentice will have to be this and much, much more.

The apprentice will have to be able to Show the Competition No Mercy. He does this by identifying and neutralising competition - both outside and inside. He recognises there will be team-mates who are not above stealing his ideas or credit for his work, or sabotaging his ambitions.

If things take a turn for the worse and they sometimes do, the apprentice will Defend Himself Aggressively. It doesn't matter whether he is right or wrong, what matters is that he steps up and defends himself aggressively. How he tackles false charges and inaccuracies will be perceived as a measure of his fighting spirit.

The problem with group-think is that the watered down solution that is agreeable to everyone is rarely often the best solution, that Consensus is Overrated - so, when in a leadership position, his team cannot come to a compromise, he takes what he thinks is the best idea and runs with it.

Being able to Identify All Possible Resources and Use Them Intelligently, especially non-cash resources like getting things one needs without paying full price for them, ingenious methods of attracting potential customers, getting people to work for free, goes a long way to aiding continual business survival. The apprentice recognises this and uses the resources to his advantage.

And if things somehow don't work according to plan, the apprentice will Cut His Losses, and move on. In a leadership position, these include reshuffling a team, changing a design, approach or product line and firing someone. Continuing with something or someone that is not working is a waste of resources, time and energy.

To win over a position or a business, the apprentice will Get Face-to-Face with Key Decision Makers as often as possible, and make his case with passion and style. Non verbal communication counts and face time will give him the chance to feel out his contact's distinct way of interacting with the world. More importantly, he will get to bond with that person.

Failure comes with the territory but the apprentice knows how to Step Up - Take Intelligent Chances, and Then Take Responsibility. He recognises the right risks as the ones that present the possibility of a high payoff, have manageable downsides, take advantage of his demonstrated strengths and resources and neutralises his competition.

In any business situation, the apprentice knows that he only has a certain number of hours to work on it, so it makes sense to Advance the Most Profitable Deal. Business propositions that can't be expected to realistically deliver a minimum level of profit are a dime a dozen - he recognises those.

The apprentice will Negotiate Tough but flexibly, remembering every negotiating partner is different, thus no two negotiations will be alike. So, he researches beforehand, adapts his strategy to the person he is talking to, pushes when he can and walks away when he should.

The TV series is dramatic and addictive for its soap-opera-like quality, the way knives are constantly being hurled into the backs of rivals, metaphorically of course.

The authors of this book appear to have cleverly gleaned the lessons from the series - presumably towards good profit. So that after the show ends, you can still hold in your hands the book, 10 Secrets I Learned from The Apprentice, to be referred to again and again in quieter moments.

2 of 2 people found the following review helpful:

1.0 out of 5 stars Don't Bother, January 17, 2006

By	The Reader (Pasadena, CA United States) - See all my reviews

This review is from: 10 Secrets I Learned from The Apprentice (Paperback)

I originally chose this title because it was cheaper to add it to my order and get the free super saver shipping then paying the minimum shipping rate. However I can honestly say that I would have been better off if I had just paid the extra dollar as I would not have wasted my time reading this garbage.

Lets look at the title shall we "10 Secrets I Learned from The Apprentice". First of all I am highly skeptical that the author learned these 10 "Secrets" from the television show. More likely the author just wanted to write a book with some sort of tie in to a popular television show in misguided hopes of making some money.

Well guess what, the book is selling for scraps now. So if you want to learn how to end up in the metaphorical bargain bin of whatever your chosen profession get this book. If you want Apprentice like advice for business read one of the books authored by Trump that have made it to the best seller lists.