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* OnlySaneWoman: By far and away the most competent and consistent of this year's female candidates.

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* OnlySaneWoman: By For the first seven weeks she was by far and away the most competent and consistent of this year's female candidates.
candidates. However, she went off the rails big-time in the Week 8 boardroom, including trying to leave before Sugar gave her permission to do so, and generally acting like a Grade-A {{Jerkass}} to David.




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* PoorCommunicationKills: His needlessly telling the clients (one of whom had a severe nut allergy) in the Week 8 task that their birthday cake might contain hazelnut spread, when in fact the label just had a legally-required warning that it was prepared in an environment that happened to contain nuts, helped condemn his team to defeat and nearly got him fired.




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* PointyHairedBoss: For the most part he seems to be a decent enough boss, with a good grasp on finances, though he can also be quite the slave-driver.


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* EpicFail: Did very well for much of his time in the competition despite being a smallish part of the Week 6 fiasco, but in Week 8 he just made one huge mistake after another, leading to his firing.

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!!David
* DudeWheresMyRespect: Reacted this way after the second task, where he came up with the team's brand and directed their TV advert, playing a big part in the victory, but afterwards complained that Richard was taking all the credit.
* {{Keet}}: He is always enthusiastic and cheerful in everything he does. Works to his advantage in the fourth task, where his personality is what secures his team the animal balloons as a low value item, in contrast to the opposing team's stone faced seriousness.
* OneSteveLimit: Has the same surname as Elle (Stevenson).


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!!David
* DudeWheresMyRespect: Reacted this way after the second task, where he came up with the team's brand and directed their TV advert, playing a big part in the victory, but afterwards complained that Richard was taking all the credit.
* {{Keet}}: He is always enthusiastic and cheerful in everything he does. Works to his advantage in the fourth task, where his personality is what secures his team the animal balloons as a low value item, in contrast to the opposing team's stone faced seriousness.
* OneSteveLimit: Has the same surname as Elle (Stevenson).
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* BlantantLies: Along with Brett, claimed that a product was being sold at half price when, in reality, it had never been sold at that price.

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* BlantantLies: BlatantLies: Along with Brett, claimed that a product was being sold at half price when, in reality, it had never been sold at that price.
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* BlantantLies: Along with Vana, claimed that a product was being sold at half price when, in reality, it had never been sold at that price.

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* BlantantLies: BlatantLies: Along with Vana, claimed that a product was being sold at half price when, in reality, it had never been sold at that price.

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* BlantantLies: Along with Vana, claimed that a product was being sold at half price when, in reality, it had never been sold at that price.



* NiceGuysFinishLast: Probably the single nicest candidate in the process. Lord Sugar criticized him for not standing up for himself much and spending more time deflecting the blame off others than actually defending himself.

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* NiceGuysFinishLast: Probably BlatantLies: Claimed Brett threatened to punch his face in, when he said nothing of the single nicest candidate in the process. Lord sort.
* NiceGuysFinishLast:Lord
Sugar criticized him for not standing up for himself much and spending more time deflecting the blame off others than actually defending himself.


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* BlantantLies: Along with Brett, claimed that a product was being sold at half price when, in reality, it had never been sold at that price.

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* KickTheDog: Freely admitted in Week 7 that she enjoys treating Richard like crap.



!!Sam
* MyHovercraftIsFullOfEels: Claimed to be a good French speaker, but when it came down to it he hardly did better than most tourists armed with a phrasebook would have been.
* SesquipedalianLoquaciousness: Used a lot of complex words that went over the heads of ''parents'', much less kids, when writing the team's storybook


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!!Sam
* ArtisticLicenceEconomics: Didn't seem to have that good of a grasp of financial figures, most notably when he screwed up the team's stock costs in his final task.
* MyHovercraftIsFullOfEels: Claimed to be a good French speaker, but when it came down to it he hardly did better than most tourists armed with a phrasebook would have been.
* SesquipedalianLoquaciousness: Used a lot of complex words that went over the heads of ''parents'', much less kids, when writing the team's storybook
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HonourBeforeReason: More often than not, he places making a high quality product ahead of making a profit.

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* HonourBeforeReason: More often than not, he places making a high quality product ahead of making a profit.
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HonourBeforeReason: More often than not, he places making a high quality product ahead of making a profit.

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* HypercompetentSidekick: He was the only reason his team got ''anything'' accomplished in the sixth task, thanks to Elle refusing to make any decisions whatsoever.

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* HypercompetentSidekick: He was the only reason his team got ''anything'' accomplished in the sixth task, thanks to Elle refusing to make any decisions whatsoever.
whatsoever. He was given immunity in the boardroom as a result.


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* GracefulLoser: Realised she would be fired when she lost the task, and took it well, saying "[[SelfDeprecation Lord Sugar would have been an idiot not to fire me]]".
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* OnlySaneWoman: By far and away the most competent and consistent of this year's female candidates.




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* HypercompetentSidekick: He was the only reason his team got ''anything'' accomplished in the sixth task, thanks to Elle refusing to make any decisions whatsoever.

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!!April
* SkewedPriorities: Made the whole team stay behind and help get the fishcakes ready, even though the salads (which she thought could command a '''£9''' sales price) actually were ready to go. As a result, they ended up missing the lunch rush, dooming them from the word go.



!!Elle
* ArtisticLicenseGeography: Thought that Dover was on the Irish Sea rather than the English Channel.
* OneSteveLimit: Has the same surname as David (Stevenson).



!!Mergim
* IResembleThatRemark: Before the first task's results were revealed, he openly complained about how nobody on the team had wanted to volunteer as project manager. Lord Sugar promptly pointed out that Mergim hadn't volunteered himself either.


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!!April
* DidntThinkThisThrough: The pricing she set for her sub-team on the sixth task equated to £3.33/hr per person. Bear in mind that this is less than half the UK's national minimum wage.
* NoSocialSkills: Tended to come across as quite distant and condescending throughout her time on the show.
* SkewedPriorities: Made the whole team stay behind and help get the fishcakes ready, even though the salads (which she thought could command a '''£9''' sales price) actually were ready to go. As a result, they ended up missing the lunch rush, dooming them from the word go.

!!Mergim
* IResembleThatRemark: Before the first task's results were revealed, he openly complained about how nobody on the team had wanted to volunteer as project manager. Lord Sugar promptly pointed out that Mergim hadn't volunteered himself either.
* MercyKill: Got a very gentle firing, with Lord Sugar even telling him to keep in touch, as he thought he could do very well in business with just a little more experience.
* YouAreInCommandNow: After Elle got fired during the initial boardroom in Week 6, Lord Sugar put him in charge of deciding who to bring back into the final boardroom, since he'd been the sub-team leader.

!!Elle
* ArtisticLicenseGeography: Thought that Dover was on the Irish Sea rather than the English Channel.
* BystanderSyndrome: Despite being put in charge of her team in the sixth task due to her background in the construction industry, she abdicated all the decision-making to Joseph.
* EpicFail: Flopped so spectacularly as project manager that Lord Sugar fired her without even waiting for the final boardroom.
* OneSteveLimit: Has the same surname as David (Stevenson).

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!!Natalie
* ThatCameOutWrong: While giving an advertising presentation for the team's shampoo in the second task, she said that women over 45 are scared to try new things. An age bracket that just happens to include Karren, by the way.



* ButtMonkey: Charleine turned him into this in the fifth task, putting him in charge of the sub-team, but insisting that David handle all the communications between her and that team, even when Richard was stood right next to him.




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* SesquipedalianLoquaciousness: Used a lot of complex words that went over the heads of ''parents'', much less kids, when writing the team's storybook



* BeginnersLuck: Won as project manager on the first task despite not wanting the job and knowing almost nothing about the catering business. Mostly this was due to a combination of her sales team doing well and the other team crashing and burning, though she did make the crucial decision to keep costs down, saving them from the other team's fate.

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* BeginnersLuck: Won as project manager on the first task despite not wanting the job and knowing almost nothing about the catering business. Mostly this was due to a combination of her sales team doing well and the other team crashing and burning, though she did make the crucial decision to keep costs down, saving them from the other team's fate.
fate. Since then however, she's been unimpressive to say the least.


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!!Natalie
* RunningGag: Proved consistently terrible in sales pitches, despite that supposedly being her area of expertise.
* ThatCameOutWrong: While giving an advertising presentation for the team's shampoo in the second task, she said that women over 45 are scared to try new things. An age bracket that just happens to include Karren, by the way.
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* OneSteveLimit: Has the same surname as Elle (Stevenson).




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* OneSteveLimit: Has the same surname as David (Stevenson).

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* CatchPhrase: "''Generally, as it stands...''"




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* {{Keet}}: He is always enthusiastic and cheerful in everything he does. Works to his advantage in the fourth task, where his personality is what secures his team the animal balloons as a low value item, in contrast to the opposing team's stone faced seriousness.
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* NiceGuysFinishLast: Probably the single nicest candidate in the process. Lord Sugar criticized him for not standing up for himself much and spending more time deflecting the blame off others than actually defending himself.


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** Averted in the fourth task, in which the same technique saw her sell nothing whatsoever and got her fired.

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* DidntThinkThisThrough: When project managing the third task, he selected a sub-team of only two French speakers (one of whom barely even spoke it, at that) to go to France.




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* ThatCameOutWrong: While giving an advertising presentation for the team's shampoo in the second task, she said that women over 45 are scared to try new things. An age bracket that just happens to include Karren, by the way.



!!Ruth
* CrazyEnoughToWork: In the first task she asked potential customers a bunch of bizarre questions to get them talking, and then persuaded them to buy some food. Even Karren admitted being surprised that this worked.


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!!Ruth
* CrazyEnoughToWork: In the first task she asked potential customers a bunch of bizarre questions to get them talking, and then persuaded them to buy some food. Even Karren admitted being surprised that this worked.
* GracefulLoser: After being fired, she openly admitted that Lord Sugar was right to fire her, something very few candidates have ever done.
* MotorMouth: In the fourth task she spent too much time talking to prospective customers and not enough selling.

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* HypercompetentSidekick: On the third task, where his sub-team's performance played a huge part in carrying the men to victory, a stark contrast to the pig's ear he made of running the kitchen in the first task.




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* DudeWheresMyRespect: Reacted this way after the second task, where he came up with the team's brand and directed their TV advert, playing a big part in the victory, but afterwards complained that Richard was taking all the credit.




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* ArtisticLicenseGeography: Thought that Dover was on the Irish Sea rather than the English Channel.




!!Jenny

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\n!!Jenny\n* CrazyEnoughToWork: The teams were instructed to buy an inflatable boat in the negotiation task, so he bought a child's inflatable dinghy. Unlike Felipe's cardboard skeleton fiasco the previous year, this time it just about met the specification they were given.



* BackseatDriver: Accused of being this by Joseph in the third task, although the fact that he was the only particularly fluent French speaker meant this was probably inevitable.
* EpicFail: Claimed that he could charm his way into getting a low price for cheese in the third task, only for the shopkeeper to try charging him a ''higher'' price than was on the label.




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* MyHovercraftIsFullOfEels: Claimed to be a good French speaker, but when it came down to it he hardly did better than most tourists armed with a phrasebook would have been.


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!!Jenny
* BystanderSyndrome: One of many candidates who gets fired in the second or third week for not contributing much of note.
* LongSpeechTeaTime: After being fired, she gave a lengthy speech where she thanked Lord Sugar, but also claimed she was still better than most of the candidates still in the show, and that she'd go onto a hugely successful career even without him.
* NeverMyFault: She repeatedly claimed that if she'd actually been allowed to negotiate for manure rather than the team finding it for free at a farm, she wouldn't have been fired. Even though she was also tasked with finding an antique mirror and mussels, and failed to locate either.
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* BrutalHonesty: Admitted he couldn't cook and that he couldn't sell things.
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* YouMakeMeSic: Spelled "desert" as "dessert".
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* YouGottaHaveBlueHair: Appeared on ''You're Fired'' with largely purple hair.
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* ExactWords: After the first task she boasted that she had managed an average sales price of £5 for the team's salads. Which was ''technically'' true, seeing how she sold one salad and it happened to be for £5.

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!!Aisha




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* IgnoredExpert: Despite running a hair salon, Aisha sidelined her throughout the shampoo advertising task, likely out of fear that Charleine would get all the credit if the team won. Which ended up being kind of moot, seeing how the team lost.


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!!Aisha
* GenreBlind: She actually claimed that Lord Sugar prefers marketing campaigns to be targeted at everyone and anyone, even though that's often a reason why a team ''loses'' the advertising task.
* NeverMyFault: She never wavered from her claims that the team had only lost because they targeted too old of a target audience, even though Lord Sugar repeatedly pointed out that it had nothing to do with why they lost.
* RevengeBeforeReason: Brought Vana back into the boardroom over several more deserving candidates (particularly April and Elle, who didn't contribute anything, and Selina, who messed up the TV advert) just because she pushed for them to market to older women, instead of Selina's idea to market to everyone.
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* RealityShowGenreBlindness: At one point, said "I didn’t enter this process in order to sell salad on the street."

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* RealityShowGenreBlindness: At one point, said "I didn’t enter this process in order to sell salad on the street." Selling on the street to the public is one of the most common activities in the show.

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* {{Metaphorgotten}}: His business proposal contains an idiotic analogy.
-> ''The trailblazer is a fully managed and implemented business growth campaign that starts with a focus base camp to remove the clouds from our client's business growth mountain so they can clearly see the summit we are aiming for.''
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* RealityShowGenreBlindness: At one point, said "I didn’t enter this process in order to sell salad on the street."
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* BeginnersLuck: Won as project manager on the first task despite not wanting the job and knowing almost nothing about the catering business. Mostly this was due to a combination of her sales team doing well and the other team crashing and burning, though she did make the crucial decision to keep costs down, saving them from the other team's fate.

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* SkewedPriorities: Made the whole team stay behind and help get the fishcakes ready, even though the salads (which she thought could command a '''£9''' sales price) actually were ready to go. As a result, they ended up missing the lunch rush, dooming them from the word go.



!!Dan
* CelebrityResemblance: Looks a lot like Chris Addison.
* EpicFail: Failed to calculate the ingredients needed for the fishcakes, and then promptly failed to sell a single one.





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* IResembleThatRemark: Before the first task's results were revealed, he openly complained about how nobody on the team had wanted to volunteer as project manager. Lord Sugar promptly pointed out that Mergim hadn't volunteered himself either.




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* CrazyEnoughToWork: In the first task she asked potential customers a bunch of bizarre questions to get them talking, and then persuaded them to buy some food. Even Karren admitted being surprised that this worked.


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!!Dan
* CelebrityResemblance: Looks a lot like Chris Addison.
* EpicFail: Failed to calculate the ingredients needed for the fishcakes, and then promptly failed to sell a single one.
* RedShirt: From the moment he stepped into the competition he looked completely out of his depth. The only thing that made his firing seem even slightly less than certain was the fact that April and Brett were also so bad.
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LawfulStupid: Insists on making the fishcakes to the exact specification given, even though they were far too big and they only produced 89 despite aiming for 300.

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* LawfulStupid: Insists on making the fishcakes to the exact specification given, even though they were far too big and they only produced 89 despite aiming for 300.



** CelebrityResemblance: Looks a lot like Chris Addison.
** EpicFail: Failed to calculate the ingredients needed for the fishcakes, and then promptly failed to sell a single one.


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** * CelebrityResemblance: Looks a lot like Chris Addison.
** * EpicFail: Failed to calculate the ingredients needed for the fishcakes, and then promptly failed to sell a single one.

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LawfulStupid: Insists on making the fishcakes to the exact specification given, even though they were far too big and they only produced 89 despite aiming for 300.




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** CelebrityResemblance: Looks a lot like Chris Addison.
**EpicFail: Failed to calculate the ingredients needed for the fishcakes, and then promptly failed to sell a single one.

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'''NOTE:''' This season is currently ongoing, so there will be plenty of '''unmarked spoilers''' here.

!!Aisha

!!April

!!Brett

!!Charleine

!!Dan

!!David

!!Elle

!!Gary

!!Jenny

!!Joseph

!!Mergim

!!Natalie

!!Richard

!!Ruth

!!Sam

!!Scott

!!Selina

!!Vana
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