Yesterday’s episode saw the motley crews of teams Tenacity and Summit rack their brains over creating a viral video on YouTube. The winning team would be selected based on how many views they gained, both organically and with the assistance of an online blogger/video pro’s endorsement. Cue the ensuing montage of cringeworthy antics and a baffling affront to the fitness industry: but where did it all go wrong?
Naturally my first reaction was to ask, where are all the cat videos? Frankly I was shocked; surely if the internet has taught us anything it’s that, when all else fails, cat. As someone who has brought a start-up to the forefront of a rabidly competitive marketplace, I can speak from experience when I say knowing what your audience (or, in our case, customer) actually wants is simply paramount to your success. There’s no point taking aim without a target!
When both teams considered the task at hand they started off on the right foot, recognising that humour is king of the viral video. But despite Solomon’s self-professed technical expertise and project manager Ella-Jade’s adulation of video production, they all missed the mark of what it is that actually drives viewers to while away the hours gorging on video content: purpose.
Some videos function to make you laugh until you’ve snorted coffee all over yourself, others impart a useful skill (we’re in production of our how-to cooking videos as I write this). Others provide topical or cultural insights. In their hurry to blow Lord Sugar away, both teams somehow omitted this vital step. So much so that Sarah even forgot to give theirs a title and description.
We can’t be too hard on them. After all their eyes are firmly on Lord Sugar’s coveted investment. But perhaps therein lies the problem. They approached the task without a particular passion, the prerequisite for purpose. Starting a business can be really tough and you face so many obstacles. It’s just so important to do something you love and you’re passionate about.
To be honest, the only reason I started Gousto was because I wanted to work with food. I’m selfish like that! Now, three years later, the mission is accomplished. It was this passion that kept me going during the tough times, and enabled us to really define our purpose. For us, it’s all about making a positive change in people’s lives; by enabling them to cook delicious meals with quality ingredients. At the beginning I just kept on telling myself that if all else fails, I’ve at least learned how to make perfect mashed potatoes.
Anyway, I’m off to watch more cat videos on YouTube. Have you seen the one with the cat fighting an ink jet printer? Hilarious!
Timo Schmidt is co-founder of Gousto and is also supporting the Business is GREAT Britain campaign.
The Apprentice: boosting the image of business?
The Apprentice Episode 3: How to keep promises
Sign up to become a member of the Guardian Small Business Network here for more advice, insight and best practice direct to your inbox.
