By April of 2010 I realized I was reaching rock bottom. The impact of the Great Recession on the financial services industry was full-out devastation. I found myself out of work, out of money and out of options. My prior firm had put me on 1099 status and later did not renew my contract. I had a fabulous business plan with 87% funding guaranteed by Prudential, but no investors. I had been living on savings for longer than I could remember, and those funds were drying up. Surfing the web looking for a paying gig, I noticed the ad for Season 10 of The Apprentice. The show was going to focus on “Putting America Back to Work.” I remember thinking, “What have I got to lose?â€
After filling out the online application, I got a follow-up email asking for a video and giving me 48 hours to send it in. The end of the message informed me not to call them, they would call me (or not). If no one called by May 1st, applicants were to assume they weren’t selected for a self-funded trip to Los Angeles to interview. May 1st came and went. I chalked it up to another rejection and set about filling out other dead-end applications. Relieved that at least I wouldn’t have to fund a flight to Los Angeles, I was truly shocked when a call came from Mark Burnett Productions on the 10th of May. They told me that I was handpicked by NBC executives after the casting had been finalized. At their expense, I was in Los Angeles less than 48 hours later for physical and psych evals. I was in New York five days after that.
While it may sound glamorous and exciting, don’t overlook the stress of having to pull together the requisite professional wardrobe requirements from only the clothes that I had been able to fit in the back of my car. That’s right, as I was in the midst of seizing the opportunity of a lifetime, I was struggling to find a place to live. With literally what I could carry and cram into a garment bag, I made my way to New York City. From hopeless and homeless to TV Nirvana, I was treated wonderfully by the cast and crew of The Apprentice. The filming and tasks were exhausting, but given what I had left in Texas, it was like a vacation. I was back at work and feeling productive. I sincerely loved every minute that I was a competitor. What I learned from each task in which I was involved will continue to serve me in my future.
TASK 1: As the first project manager for Team Octane, I learned that owning responsibility for an entire team can only be a successful venture if one owns himself first. Because I am acutely aware of who I am and how I work, I was completely comfortable telling others what to do. Not having watched the show, I was unaware that losing the task could result in the firing of the PM. Happily, the men pulled it together, and I became the first male PM to win the opening task. Even though others undoubtedly nominated me to the be PM in order to get rid of me in the event of a loss, the win secured me a once-in-a-lifetime interview with Donald Trump. Unfortunately, NBC chose not to air my interview as they have for the other contestants.
TASK 2: This was the Ice Cream Task. David Johnson, the volatile and erratic team member who I had to get under control during Task 1, was the PM for this task. I had a great time once I found myself a
quiet corner and owned my sales. What I learned on Task 2 was that even if I am working with others who don’t own their work, I am still capable and able to meet my own goals. I can choose to opt out of negativity and strife and find my own spot in which to shine. I made a contribution to the team and remained true to myself. Again, my initial read on David was spot-on.TASK 3: The Dog Spa task was an adventure as well. I found it hilarious when James Weir began his reign as PM by apologizing for not being a team player on the prior two tasks. At least he owned his–better late than never. Again, I found myself on “David Duty” –it seemed that no one else could manage my madcap friend. But I owned the responsibility and avoided getting fired. James brought Wade Henderson and David to the boardroom. James did not consult the business owner for input. He was willing to own the entire project. But the lesson in this task is that you cannot successfully own something without letting some of it be owned by others. Mr. Trump fired James for that.
TASK 4: Task 4 was hands-down my favorite task. The viral video concept for Popcorn Indiana was a great lesson for me. In this episode, you really don’t see too much of me. That’s fine, as long as you caught the brief clip of me offering the idea that would lead Team Octane to its second win. I learned in this task that owning an idea is truly rewarding when you work as a team to make it a reality. I didn’t need to be center stage to make an invaluable contribution.  It was so much fun to see real people on the street participating in something that I had seen in my mind’s eye.
TASK 5: The fashion show was obviously not my favorite task. I stepped up to emcee the event because I have had numerous public speaking engagements. Wade was our PM. I won’t go into all of the specifics as they would sound too close to excuses. Suffice to say that I will own the fact that my performance was not my best. There were major circumstances that the editors did not show in the final cut. What I refused to own (and I believe was ultimately fired for) was aof “inarticulate.” Part of ownership is to know what is yours and what is not. I paid a hefty price for refusing to own something that is not mine–not me. I am not and have never been described as inarticulate. As a black man, I find that type of insult to be among the worst. I also refused to give scathing commentary and place blame on my team members. Unfortunately, they did not return the favor. The lesson here is to be willing to own your faults and unwilling to accept faults that are not yours. This lesson comes with a disclaimer also. This type of discerning ownership is not popular with most people (especially billionaires with cameras rolling and ratings falling). I say this with no malice. I believe that I will find the reward for owning and not owning on the other side of The Apprentice.
Fast forward to life back in Texas: I have been off the show for just seven days and cannot tell you how much wonderful support and great feedback I have received. I still have a fantastic business plan and am currently being approached by potential investors. I remain committed to owning my own project. I have also been approached with some opportunities to get back in front of the cameras. In terms of the “Putting America Back to Work” theme of this edition of The Apprentice
, I have not had any contact or further discussions with Donald Trump or anyone from the show. Many of my fellow cast members are struggling to make ends meet until the end of the season, hoping that this show will deliver what it promised. In the meantime, we are all learning that the one thing you must own and never share, delegate, give away or entrust to another is your personal brand. Whether on television or the street where you live, you must always maintain control over who you are.Gene Folkes’ OWN IT-isms: Keys to Owning Your Brand and Your Performance:
1. Take Inventory. When you hit a low point, immediately determine: What do I have? What do I need? What are my options? How much risk can I afford?
2. Take Action. Do whatever is in front of you to do. Make a decision and go for it. Part of owning it involves a leap of faith.
3. Take Note. If your first impression of someone is not positive, make a note to pay attention and watch this person. Your initial instincts are usually right.
4. Take A Break. When working for a leader who doesn’t own it, take a break from the group and independently work to meet your targets.
5. Take Initiative. When in a leadership role, step up and get the ball rolling. Don’t let anyone wrestle control away from you. You will be held responsible for the outcome.
6. Take A Stand. Injustice anywhere is a threat to justice everywhere. Stand up to threats and own your brand–the good, the bad and the ugly. It may be all you own, so it is worth fighting for.
See Gene’s exit interview below.