BUSINESS PROFILE Apprentice is no novice
Vincent Disneur, Sales Manager at software firm Union Street, pulled off a remarkable triumph when he was selected for this year’s hit TV show The Apprentice. Here, we go behind the scenes and talk to the self-styled contestant whose good looks and charisma have become his trademark.
Vincent Disneur
show was first aired. But don’t let that strategic self- assessment fool you because there’s much more to this man than meets the eye. “I really wanted to stand out from the others as a contrast to their seriousness. That’s why I did all the tongue in cheek stuff about being good looking, because I knew none of them would be like that,” he revealed. “Some were incredibly driven, but ultimately blinkered. There’s no point in rushing for a big bag of money if you end up stamping on your granny’s face! Others were naïve, frankly, and that soon became very clear. I suppose I was a bit of a cynic.”
D
isneur founded a solid reputation for his ‘good looks’ even before the
Disneur marshals a great sense of strategy and purpose, applying assiduous efforts to stand head and shoulders above his Apprentice rivals. But the long-term game plan was not, as you might expect, planned out. “I didn’t go into The Apprentice with a pre-conceived game plan,” Disneur said. “I think they are a recipe for failure. My intention was to enjoy the experience and to learn from it. I have a successful career, family and home so there was no anxiety on my part. Being relaxed and up for it was my only strategy.”
Disneur, 29, was born in Glasgow to Swiss and Belgium parents and now lives near Canterbury with his wife and son. “I’ve
Being relaxed and up for it was my strategy
28 COMMS DEALER JUNE 2011
always worked in IT as it’s the most dynamic business environment,” he said. “I’ve been with Union Street pretty much since the company took over the marketing of its abillity billing platform a couple of years ago. I discussed the opportunity with Tony Cook, Managing Director of Union Street, and he was kind enough to offer me a sabbatical. As a forward thinking business person Tony saw the value in The Apprentice for raising Union Street’s profile, and as usual he was right.”
This year the prize is not a position in one of Lord Sugar’s businesses but a £250,000 start-up investment for a joint venture. This prospect piqued the interest of hoards of applicants and to be selected for the show is a triumph in its own right. One of the reasons Disneur flourished so robustly and came through is his refusal to drink from a cup that’s half empty. “I concentrate on my positives and don’t dwell on negatives,” he said. “If you are going to be successful you cannot care too much about what other people think. You must have a strong drive, thick skin and personal belief. You have to temper that drive and optimism with
a healthy dose of realism, and I believe I have that.
“I’ve always been driven to succeed. In the beginning the motivation was things like cars and suits. But that has changed into a drive for success and recognition as an end in themselves. I have been involved with a number of businesses including e- commerce, recruitment and now of course software.”
Priceless opportunity No amount of money can buy an opportunity like The Apprentice, believes Disneur. “I found the previous series stimulating and wanted to test myself in that environment,” he said. “When they changed the format from a job to start-up funding I knew I wanted to try. I have learnt a lot about myself. Performing under extreme stress in front of a TV lens leaves you nowhere to hide. I learned that in a crisis I can depend on myself and my skills to pull me through. I didn’t have any big fear in the boardroom, I was enjoying the ride for as long as it lasted. “
Bad team leaders are cannon fodder in the boardroom, and avoiding Lord Sugar’s cannonade is a tough challenge. “Making
people work together when they are in competition is terrifically difficult,” added Disneur. “People say this is a weakness of The Apprentice and that in real life business people work together harmoniously to achieve goals. But that’s incredibly naïve. Corporate life is full on internal politics and infighting. One of the pleasures of working for Union Street is that we are a small but motivated group. In the last couple of years our sales have soared and I’d like to think my sales leadership has contributed to that.”
There is a belief among some people that The Apprentice is less about business acumen and more about big personalities trying to get themselves on the telly. However, the principle advanced by Disneur is that first and foremost the show is a vehicle designed to entertain its audience. “It’s not meant to be the Harvard Business School,” he commented. “But the business lessons it teaches are valid. It’s an incredible platform with the British version screened worldwide. If you accept The Apprentice for what it is on its own terms, then you won’t be disappointed either as a contestant or viewer.”
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