Tim Campbell in conversation: Consistency beats intensity every time. Run, but don't rush

Interview by Susan Hansen

Tim Campbell MBE knows a thing or two about The Apprentice. The only winner to have been on both sides of the fence: as a candidate, and later, as an advisor.

Since winning the first series in 2005, he has navigated a career with twists and turns. A dizzying ascent, perhaps, but the rise has not been instant. It’s always been about ideas.

As with most working professionals, not everything is smooth sailing. A realisation was understanding that working harder, was not the same as working smarter. "I was too close to everything. It was uncomfortable," he says. "I had to step back, build better systems and trust other people. That experience taught me that leadership is about creating clarity, not control."

No trust, no success. Lord Sugar would not have hired him twenty years ago without it. "He is a good guy. I wouldn't be part of the show if we didn't have that relationship, if I didn't trust him. I hope he called me back, because he trusts me."

Solid relationships aside, ups and downs are part of being in business. An uphill battle can be a turning point, it's when lessons are learned. What are Campbell's takeaways? "Start before you feel ready, momentum creates clarity. Focus on three things: the problem, your solution, and how much value that brings. This helps you understand, market and invoice your customers correctly."

Of course, there is more. "Surround yourself with people who challenge you, not flatter you. Mums give hugs, mates tell you what you need to hear. Learn to make decisions with incomplete information. Trust your gut, learn from your wins and mistakes. Finally, consistency beats intensity every time. Run, but don't rush."

A mistake in childhood led to Campbell being expelled from St Bonaventure’s School in London. “I was a bit headstrong. I thought I’d do better, as many teenager boys do.”

He was able to return and has been the Chair of Governors for over a decade, it means the world. He believes the next generation faces many challenges. “Whether it’s social media or cyber bullying.. It’s imperative on us, who have gone through the system to give back to education, to support the next generation.”

To acquire new knowledge shows a form of leadership. The focus of the advisor role is to observe, use judgement, monitor and relay information to the boardroom. The transition has been relatively smooth. "You have to keep it quite reserved. As you see from the looks that I give to the candidates when they're making some interesting decisions."

There are times when staying quiet is way more effective than any interference. "I'm not always 100% on board with the direction of travel they're going in, and that's another role for us as aides." It's knowing when to get involved. "Sometimes, Baroness Brady and I have to step in to avert a car crash, but often we sit back, biting our tongues, watching the candidates carry on their activities because they think they're going in the right direction."

While they go through the motions to deliver to tight deadlines, the aides have time to pause and reflect. This time, production bring in support, people who are involved in parts of the process. Rapper and entrepreneur Big Zuu for one. "He cannot believe what they have to go through. He's impressed with some of the feedback they present throughout the task, he's involved in."

Tackling high expectations from fellow candidates and the board, it's no wonder that some challenges overwhelm. As an aide, Campbell is responsible for spotting those who show their true abilities. "They're throwing themselves fully into the task at hand, and they're working as part of a team. The reality decisions are made based on meritocracy. It's about who performs the best, and who's right for the decision at the time."

The reality decisions are made based on meritocracy. It's about who performs the best.

"It's quite clear from the stories that transpire through each episode, how we get to our decisions, and how Lord Sugar makes decisions, ultimately to have to let somebody go, because there can only be one winner."

A tough call, no doubt. Fans know the intricacy of the process, no person on the show will have been selected without potential. While some go on to exceed expectations, others fail to present the goods when it counts. The candidates must have the right skills, possess the qualities and demonstrate psychological stamina.

The art of keeping the show relevant is vital, as is the ability to mirror a constantly changing world. Campbell is excited to see The Apprentice keep up with shifting technology, market and economy over the last 20 years.

“There are so many new things that we're bringing to this series. Whether it's external advisors, different locations, different technologies, we're getting the candidates to experience what we are able to do.”

This landmark series takes international to a different level as "Things are faster, they happen quicker. Decisions must be made more rapidly. They're global. What's brilliant is that we're able to reflect that in what we see through the show. We're going to different destinations."

Nevertheless, some things remain unaltered. What’s unlikely to change is the Lord Sugar way, the detection of those who waffle and the selection of suitable contenders for the big opportunity.

Focus on strength - nothing beats a good idea, Tim Campbell concludes . "The energy, the enthusiasm, the catalyst that starts ideas, and gets people over the initial inertia. We see that in lots of candidates, it should be an encouragement to people, who are in business. You can do what you set your mind to."

The new series of The Apprentice starts Thursday 29th January on BBC One and iPlayer.