Didn't Think This Through: While leading her sub-team on the first task, she decided on trying to find customers for their tour at a beach, despite the protests of her sub-team members that they'd be better off looking at a hotel or the island's airport, since they're places people are more likely to look for such a tour. As a result, they failed to sell all their spots on the tour.
Distaff Counterpart: To Dillon in Series 12. After being turned down to be project manager for Week 7 in favour of Sohail, she came up with the idea of the treasure chest theme for her team's lunchbox. Sohail then repaid the favour by appointing her to the app team despite her being adamant she wanted to do branding and appointing Rochelle as sub-team leader.
Freudian Slip: She accidentally said "shit" instead of "seen" during her team's cartoon pitch.
Hypercompetent Sidekick: In the immersive event, she was the one who steered the team to victory. She said this in the boardroom as well in defense of herself.
Sex Sells: Used this strategy in the electric motorcycle task. The advert ended up looking like one for a dating agency.
You Keep Using That Word: Her team's brand for their electric motorbike had the word 'drive' in it; they were clearly unaware that bikers might see this as an insult.
History Repeats: Her team failed to learn the lessons from what happened with Ryan-Mark and Marianne a few seasons earlier; they failed to find out dietary requirements, leading to one of their clients refusing to eat part of their meal because he was a vegetarian and the item in question was cooked in the oil used for a meat product. Fortunately for them, this error was not the main reason they lost.
Just Following Orders: Her justification for what her team came up with for their cosmetic item (along with Avi) was that they were following Bradley's brief. Lord Sugar didn't buy it, believing that they should have deviated from said brief.
Medal of Dishonor: Clearly Lord Sugar had never heard of a 60% refund like the one her team got from the Dubai task.
The Scapegoat: Discussed in Week 9, where after her team had ignored Bradley’s brief for the branding four tasks earlier, she and Avi decided to stick to the brief he gave them this time, which was speculated to be because she didn’t want to earn his wraith. Unfortunately, they took it too far, resulting in the product leaving permanent green stains on everyone who touched it.
Skewed Priorities: Played with during the Dubai task; focusing on making a healthy profit would normally be the right approach for that kind of task, but she took it too far and spent so little that the client ended up deeply unsatisfied with the experience, and demanded such a huge refund that it caused the team to lose.
Team Chef: It was revealed in the tenth task that she was doing most of the cooking in the house, which may have influenced Victoria to send her to work in the kitchen on the task.
Two First Names: Her surname is Anthony. It is actually a case of Three First Names, as her middle name, Raye, is a variant on "Ray" or "Rae".
Writers Cannot Do Math: Was criticized after the bao buns task for failing to do her maths properly along with her subteam, leaving them with less fish than they planned to use for their baos.
Megan
Genre Blind: Though her business plan wasn't as bad as Brittany's from the last season, and her business was already making a 250,000 turnover, she made the same mistake as Brittany by submitting a poorly written business plan missing key information, which was the reason she was fired.
Lethal Chef: Not exactly lethal, but her dog food was too much of a paste, not enticing dogs or their owners. This was despite the fact that she works in the cooking industry.
Poor Communication Kills: During the dog food task, Simba and Dani seemed to think that Megan's instructions to them on the branding were confusing, leading to a package that was seen as unappealling. Lord Sugar seemed to agree that the instructions weren't concise.
Precision F-Strike: Used the F-word during the tenth task when she realised she had done her calculations wrong.
Sick Episode: Got seasick during the Dubai task, specifically when they were trying to serve their clients their food.
Writers Cannot Do Math: Got the calculations wrong on her dog food recipe, leading to it lacking texture.
History Repeats: Just like Team Unison in Series 15, her team, when trying to create a product to be used by children aged 6 to 8, created a product widely seen (even among the team) as being too childish for the brief. This time, however, she managed to secure some orders, largely due to a better design than the other team.
In the third task, although Avi was the project manager, it was Dani's ideas that ultimately led to their team winning.
In the fourth task, although Simba was project manager, it was Dani who was responsible for many of the negotiations that led to the team's victory.
Informed Attribute: Lord Sugar said after the tenth task that while Dani would boast about being good at branding, it didn't come across in the brand she had created for her team's dog food.
What Were They Selling Again?: Some of the retailers her team went to with their dog food complained that their USP (the product contained insects) wasn't emphasized enough on their packaging.
Victoria
History Repeats: Like at Silverstone in the last season, the food for her team's clients arrived late, causing a 20% refund. They managed to get away with it only because the other team was even worse.
Very False Advertising: Was criticized by the retailers on the dog food task for including the words "Designed by Dogs, Approved by You" on the packaging, which implied that a dog had created the actual recipe (it was Rochelle, who isn't a dog, who did it). She and Marnie tried to justify it by claiming it was just a play on "Designed by Humans, Approved by Dogs".
Writers Cannot Do Math: In her business plan, she stated she wanted to rent a kiosk for 90,000 pounds. In actuality, it was 390,000 pounds. She tried to justify that they had a discount, but it was soon pointed out to her that the discount would not be that high.
Simba
Black Dude Dies First: Inverted. Just like Akeem in the previous season, he was the last of the men to be fired.
Bunny-Ears Lawyer: He managed to charm a Chinese restaurant owner into buying his team’s bao buns by speaking to him in Mandarin Chinese.
Drill Sergeant Nasty: Played the part of a prison warden in the immersive experience task, but got so far into character that it bordered on emotional abuse.
Expy: To Akeem from Season 16. They were both African men criticised for being weak-willed and unable to get their ideas through, and both ended up as the last men to be fired in their seasons.
Last of His Kind: Was left as the last man standing after Bradley and Avi's firing.
Never My Fault: He appeared shocked and didn’t understand why Rochelle brought him back into the boardroom after the Dubai task, despite him outright telling the client they only had a limited amount of water at dinner. Luckily for him, Joe was fired due to it being his suggestion to begin with.
Rule of Seven: The seventh consecutive man to leave the process in some way.
Totally Radical: Voiced a rapping cap-wearing caterpillar during the lunchbox task.
What Were You Thinking?: Although Joe ultimately ended up being fired, he was strongly castigated for announcing to the client the limited number of drinks that they could provide.
Avi
Accidental Innuendo: In the Immersive Event task, regarding him being on the receiving end of a Victorian caning:
Lord Sugar: ... and [Marnie] started off in a schoolteacher manner, demonstrating how you get the cane if you're a naughty boy, is that right?
Avi: Yes, Lord Sugar, you're right: I did receive a whipping.
Karren: And did you enjoy it.
Avi: ... I'd be lying if I said I didn't enjoy it.
Have a Gay Old Time: Ended up saying a few euphemisms when Lord Sugar asked him about camel riding in the sixth task.
Avi: It was so fun that I had to put my legs up, cause you're meant to hold on...
Just Following Orders: Both he and Rochelle tried to defend themselves by saying they were following Bradley's brief. However, Sugar thought that they should have deviated as it was common sense. The green skin-staining lotion was considered so awful that there was a double firing, with Avi as the second person to be fired.
Lethal Chef: More like “Lethal Cosmetics Designer”. The concoction he helped create in the ninth task was so bad those who put it on were left with a stain they could not remove. Potential buyers were not pleased.
In the fifth task, he asked the people they were pitching the electric motorcycle to if they know what onomatopoeia was as if they were primary school students.
In the eighth task, his strategy for selling tickets to customers was to recap about "the five senses" again as if they were primary school students.
What Were They Selling Again?: While Shazia unilaterally decided to reject Bradley's idea for the team's motorcycle brand, Avi was the one who came up with the brand they eventually used. The result was that it was so poorly communicated that prospective customers couldn't tell whether the brand was supposed to be "Zip-Zap", "Zif-Zaf", or "Zi-Za" (the first of those being the correct one), much less that it was supposed to be advertising electric motorcycles.
Bradley
0% Approval Rating: His third loss as project manager caused his firing and like Sohail in Week 7, his "Anti-Venom" male beauty product earned no positive feedback whatsoever.
Closest Thing We Got: After his sub-team unwittingly supplied him with an actress who couldn't ride a motorcycle in the advertising task, Bradley himself had to jump in to act in the advert, as he was the only person present who knew how to ride a motorcycle.
Disappointed in You: After his third loss as Project Manager, Lord Sugar let his disappointment in Bradley show before dismissing him.
Expy: Of Series 14's Tom, since he got fired after losing three times as project manager as well.
Four Is Death: Fired after ending up in a position that would give him a fourth appearance in the final boardroom, namely his third loss as project manager.
Ignored Expert: He had a clear vision for his branding for the team's electric motorbike, being a motorbike enthusiast himself, but the subteam disregarded this and created their own branding.
Medal of Dishonour: Became the second contestant on the show to have lost as project manager three times, and like the first (Tom from Series 14), he was fired on the spot.
Even though he wasn't fired, he was heavily chewed out by Lord Sugar in Week 2 for halving his target price from £8 to only £4, suggesting the only thing preventing him from being eliminated was that Kevin's performance was also so poor.
Happened again in Week 5 in which he proceeded to openly distance himself from the campaign as he was pitching to the retailers, earning this from both Lord Sugar and his teammates.
Then again it happened in Week 9 where he would talk about refining the product in front of customers who considered it unsalvageable. This time, Lord Sugar considered it unforgivable.
Poor Communication Kills: He didn't seem to communicate his immersive experience at Shrewsbury Prison properly, leading to the customers being confused about what they had gotten themselves into. Fortunately, Megan and Simba (who were playing prison officers) were able to improvise in-character responses to the confused complaints of the guests, thus avoiding any refunds which would have added insult to injury and/or left them in the red.
Pungeon Master: Had a knack for coming up with puns, the famous example:
Mark (when talking about negotiating with the magician): "We tried to get him to £100/£200 but he kept saying his hands were tied."
You Are in Command Now: He had to take over food preparation in Dubai after Megan, who was supposed to be leading the kitchen team, took ill.
Sohail
0% Approval Rating: His team earned zero orders during the task where he was fired, and Karren noted that they got no positive feedback whatsoever.
Expy: Of Sofianne from Series 12. Insisted on being on the branding team despite one of their other team members (Dillon in Series 12 and Marnie in Series 17) having a strong idea on what they wanted the branding to look like, which played a large role in each of their firings.
The Load: Spent six tasks doing very little of note - though he did volunteer as project manager for the third, but was voted down in favour of Avi - and in the seventh, when he finally did do something of note, it was steering his team to zero orders as project manager.
Running Gag: Kept going on about his team’s lunchbox and app being prototypes during the pitches.
What Were They Selling Again?: One of the retailers his team pitched their branded lunchbox to thought his chosen name ("Platinum Pirate Adventures") sounded like that of a holiday boating trip. Lord Sugar thought its abbreviation sounded like it fitted a brand of face coverings. Mike Soutar suggested on You're Fired that the name implied it was for a dating agency for older sailors.
Joe
One-Hit Wonder: Got off to a very promising start after convincingly leading his team to victory in the first task. After that however, his track record was unremarkable to say the least, winning only one other task and the final nail in the coffin being his fatal mistake to suggest informing the client about their limited drinks result in a 60% refund.
The Scapegoat: To a degree. He got fired for suggesting that the team tells the client in Dubai that their drinks were being limited however Simba was the one to go ahead and announce this insensitively to the group.
Skewed Priorities: The above discussion was made in the middle of the dry Arabian desert. Dubai is several hundred miles from the region known as the ‘Empty Quarter’ where barely 50mm of rain falls in a year and hardly anything grows, and even where they were rainfall averages about 175mm a year, so Joe and the team should have tried to maximise the amount of drinks available.
Tragic Mistake: Got fired for indirectly getting the rest of the team to inform the client that they had limited the amount of drinks available to two glasses of water and one glass of juice per person.
Reece
Dark and Troubled Past: It was revealed in the press the day after the season premiered that his brother was serving a life sentence for murder, and that this had nearly caused Reece to give up on his business as soon as he founded it.
History Repeats: Much like Brittany in the previous season, and Kevin in Season 4, he got so concerned with pushing a social message on the third task that he forgot to make the product they were making actually appealing.
Non-Gameplay Elimination: It was reported that Reece withdrew from the competition as health issues left him unable to travel to Dubai for one of the tasks however other sources have claimed he was axed from the show for drinking alcohol on the flight.
What Were They Selling Again?: His team was criticized for making an advert for an electric motorbike that looked like one for a dating agency, despite being the winning team.
Shazia
Author Avatar: During the children's cartoon task Shazia saw Affinity's character Yogita as this.
Defiant to the End: In the final boardroom, and even on You're Fired, she continued to claim that Bradley was the one truly to blame for the loss, and that had he come up with a better initial idea then she and Avi wouldn't have needed to have ignored his initial idea.
Failed a Spot Check: When selecting a face for their advert, she didn't notice that each actor was labelled 'ACTOR' or 'RIDER' but not both, leading to Bradley ending up with an actor who could not ride a bike.
Informed Attribute: She may have had a degree in media design, but it didn't come across in her branding.
The Load: Contributed very little of note in the first four weeks, outside of the third task where she came up with the giraffe character's name (the most heavily criticised aspect of the task). Then in the fifth task, despite having a degree in media completely went against Bradley's vision of the concept, came up with a branding that looked poor and selected an actor for their advert who didn't even ride a motorbike. All of which played key factors in her dismissal, despite Bradley and Avi's errors.
Never My Fault: Inverted, while she did own up to a lot of her mistakes, which Lord Sugar is normally accepting of, he felt she had made too many errors to be forgiven.
Denisha
You Have Failed Me: Just like Kurran in Series 14, she was fired for failing as project manager after Lord Sugar appointed her PM for the week's task.
Gregory
Bystander Syndrome: Contributed reasonably well to the first two tasks, but then did virtually nothing on the third task, claiming it was too dissimilar to his day job. Lord Sugar promptly fired him, taking it as an admission that he couldn't adapt to new situations.
Sugar: I think you went missing in this task, we almost sent Dora the Explorer looking for you.
Goofy Suit: Wore a fat chef outfit during the bao bun challenge.
Too Much Information: Despite his otherwise-strong performance in the first task, he did go into a slightly excessive amount of detail about wool allergies during one part of the tour, leaving their guests visibly cringing.
Kevin
Didn't Think This Through: Among Lord Sugar’s reasons for firing him was him failing to come up with a reasonable pricing strategy for his team’s baos, which led the team to a lower profit margin than the girls. Not helping was that they kept selling baos for low prices, with Tim Campbell even criticising them for adding condiments for free.
Expy: Of last season's Conor - both are Irishmen ejected from the process after their team lost the second task and they got brought back to the boardroom. The difference is that Kevin was at least on one winning team.
Shannon
Non-Gameplay Elimination: Elected to leave the process voluntarily, as she had concerns about the environment she was working in.
Distaff Counterpart: To Harry from the previous season, where both disagreed with a discussion made by team members, both were on the losing team, both were viewed by others as being disruptive, and both got fired - all in the first episode.
Genre Blind: She made the same mistake as Harry in the last season.
Never My Fault: She repeatedly insisted in the boardroom that while she had argued a lot with sub-team leader Marnie, she was fully justified in doing so and that this had nothing to do with their loss. In fairness, everybody else on their sub-team made the same argument, but Emma was the loudest and most aggressive of the bunch, which led to her being fired.
The Scapegoat: To a degree. While Victoria and Marnie’s flawed strategies were more directly at fault for the loss, Lord Sugar felt that Emma’s constant bickering wasted valuable time and only added fuel to the fire, leading to her dismissal.
Tempting Fate: In the losers’ cafe she challenged Victoria into bringing her back into the boardroom, which backfired on her spectacularly once she was.
Accidental Innuendo: In the Immersive Event task, regarding him being on the receiving end of a Victorian caning:Lord Sugar: ... and [Marnie] started off in a schoolteacher manner, demonstrating how you get the cane if you're a naughty boy, is that right?Avi: Yes, Lord Sugar, you're right: I did receive a whipping.Karren: And did you enjoy it.Avi: ... I'd be lying if I said I didn't enjoy it.
able to improvise in-character responses to the confused complaints of the guests, thus avoiding any refunds which would have added insult to injury and/or left them in the red.
