Bystander Syndrome: Was accused of "cruising" and "not working to her full potential" by Claude in Week 4, with Lord Sugar warning her to step up her game in the future.
Crazy Enough to Work: When she appointed Kurran as sub-team leader in the finale, Jasmine and Sabrina openly revolted and refused to work under him, resulting in her giving the job to Jasmine instead. After Jasmine duly botched the task she was given, Sian ordered her to let Kurran take over the sub-team, which led to him producing a very professional TV advert.
Flawless Victory: Aside from ending up in the final boardroom during Week 4, she never looked in any major danger of going home, and was the only person from this series to win twice as project manager.
Subverted Trope: Ironically her periods as project manager saw her least impressive performances on the show. The first time in Week 5 saw her effectively lose control of her team where every design suggestion she came up with was overruled or ignored when it came to the shoes Typhoon were meant to be coming up with - Sian had originally wanted to go with high heels, bright colours and a carnival look and ended up with pink and grey trainers designed largely by Daniel and Camilla. The second time in Week 9 Sian's strategy of going for the most expensive item and refusing to drop the price also backfired with zero sales. Had she lost in either week - and Week 9 at least was close - Sian would likely have been in extremely hot water. Fortunately for her she was up against effectively a one woman band in Week 5 and a massively dysfunctional team under a Pointy-Haired Boss in Week 9.
The Generic Girl: Sian came across pretty consistently as intelligent, hardworking and nice but also as having not much of a personality compared with most of the other 'big character' candidates.
Camilla
Didn't Think This Through: In Week 6 she openly ignored Kurran's instructions on how to brand their airline and called it "Jet Pop", leading to the industry experts explaining that when you hear a "pop" on planes, it's usually the thing which signifies imminent Explosive Decompression.
Tried this in Week 10, with her "Santa's Choco Seduction" chocolates. It didn't work, with the major retailer describing it as sleazy and sexist, and she was very nearly fired as a result.
In the Interviews, it was revealed that she takes this approach to her own business, a nut milk brand, taking full advantage of the innuendo.
Daniel
Consummate Liar: Downplayed; had shades of this in the later tasks, specifically throughout the art task in Week 8. This ended up becoming his downfall in the Interviews stage, where it was revealed that he had also lied about the number of sales of his product, as Lord Sugar was concerned about his business plan being trustworthy, as well as his character.
Deadpan Snarker: After his team located an animal octopus rather than the piece of diving equipment of the same name that they were supposed to get.
Lord Sugar: You actually found a real live octopus? Daniel: Well it was dead!
Expy: To Tre Azam from Series 3. In their respective art tasks, both Daniel and Tre disbelieved in their product (with Tre being repulsed by the paintings and Daniel having no clue what the paintings were supposed to be about) but both managed to appear to be passionate art critics when selling their product by creating a convincing enough explanation of symbolism.
The Generic Guy: Managed to be this just by virtue of generally being a solid, if unspectacular, performer, while all the other men this season (barring only Kayode) bombed utterly from the word go.
Last of His Kind: Was left as the last male candidate from this series after Tom's firing in Week 9.
Precision F-Strike: Used very audible instances of 'fuck' in the last few weeks.
Khadija
The Ditz: After Lord Sugar jokingly likened her to Kim Jong-un following her management of the second task, she claimed that she'd never heard of him, but that he must have done something right to be in a position of power. In reality, the thing that Kim Jong-un "did right" was being the son of the previous Supreme Leader of North Korea, Kim Jong-il, allowing him to inherit his father's position on his death.
Hair-Trigger Temper: She clearly had this, but didn't do too bad of a job of keeping it under control for the most part. Unfortunately, she ended up losing control at the worst possible time, namely during the interviews, which doomed her chances of continuing (though Sugar didn't like her business plan anyway).
Pointy-Haired Boss: Was very dictatorial when project managing the second task. Fortunately for her, Jackie's work on the pitch to their biggest client combined with the other team completely bombing meant her team won, and very decisively so.
Sabrina
Genki Girl: Was enthusiastic in every task and volunteered to be Project Manager several times (to the point where she was PM three times).
Wall of Blather: When Lord Sugar asked her to justify why she shouldn't be fired during the Week 4 final boardroom, she rambled off a long list of achievements and things she'd done, with Sugar, Claude and Karren all struggling to work out what exactly she was trying to say.
Sarah Ann
Accidental Misnaming: Referred to what the rest of the team called a 'spin scrubber' as a 'spin stopper'.
Bystander Syndrome: She was on the periphery for most of the early tasks, and Lord Sugar eventually called her out on this in the Week 5 boardroom.
Motor Mouth: Turned into this during the video she made to promote a cleaning gadget in the "selling on TV" task. While this was unavoidable given that she had almost no time to make the video due to an earlier foul-up, it resulted in the shopping channel refusing to air the video, as they felt it was too poor-quality to be used.
One-Steve Limit: Much like Sarah-Jayne from the previous season, she's one of two Sarahs in the process, and is distinguished from the other one by having an additional forename. Not that it really mattered, given that the other Sarah was fired in the first episode.
Jackie
Crazy Enough to Work: In the second task she pushed for WHSmith, the largest of the three retailers their team was selling comics to, to buy copies for all of their stores worldwide. She actually pulled it off, turning what would already have been a very decisive victory into one of the show's biggest-ever Curb Stomp Battles.
Gone Horribly Right: Her maneuvering Tom into being project manager in Week 9 can be seen as this. Tom had previously established himself as a weak PM meaning Jackie might reasonably assume she could pull his strings while if they did lose he'd be first in the firing line. Unfortunately for her, Tom proved such a Pointy-Haired Boss that he picked Khadija rather than Jackie to present with him, a move greeted with horror by Jackie and Camilla and by bafflement in the boardroom. The end result of all this was the team losing so badly that Lord Sugar decided it merited a double firing, with Jackie being the second victim.
Manipulative Bitch: Pushed Jasmine into being project manager in Week 1, then repeatedly criticised and undermined her during the task, and really unloaded on her in the boardroom. Lord Sugar quickly saw through this, accusing her of being two-faced, and only holding off on firing her because Sarah's own behaviour was even worse. She then pushed Tom into being project manager in Week 9 in a similar manner, which led to Lord Sugar firing her.
Ms. Fanservice: In the sixth task she designed and then wore an extremely skimpy flight attendant uniform. It backfired badly with market research and in the boardroom, being referred to as tacky and impractical.
No Indoor Voice: Was called out by Karren in the first episode's final boardroom for constantly shouting at Jasmine.
Only Sane Woman: For nine weeks she was almost consistently one of the favourites to win, displaying razor sharp sale instincts and quick wits. While her calculating side was acknowledged as early as Week 1 and ultimately tripped her up she also had Karren defend her on You're Fired and even Claude's criticism of her in Week 9 was laced with respect ("quite manipulative but quite brilliant".)
Surrounded by Idiots: Her attitude during the Week 9 task when she and Camilla had to chose items for Khadija and Tom to present. When Camilla initially wanted to go for high price items Jackie reminded her exactly who would be presenting them on television. Camilla immediately agreed that they should go low cost.
Tom
Benevolent Boss: Took an extremely democratic stance during his first time as project manager. Unfortunately, this meant that there was no strong leadership and the team suffered a decisive loss.
Medal of Dishonor: Became the first candidate in the history of the UK series to lose three times as project manager — for perspective, even the US version only had a single candidate (Omarosa in Celebrity Apprentice 1) lose thrice as project manager. As a result of this, Sugar decided not to even waste time listening to any pleas, and fired him right after his third loss in the role had been announced.
Pointy-Haired Boss: Lost all three tasks when he was project manager, due to his lack of leadership. After his third loss, once the results were announced he was fired on the spot.
Rule of Three: Fired for failing three times as project manager.
Jasmine
Cordon Bleugh Chef: In the third task she pushed for Chocolate and Chilli-flavoured doughnuts. While this could potentially have been a subversion, as Chocolate and Chilli is actually a fairly popular combination in gourmet circles, her using too much of the sauce and then doing a poor job of selling it meant she played the trope straight.
Nice Girl: While leading the first task she always tried to be nice, even when her team-mates were making her life a misery. That being said, she defended herself strongly in the final boardroom, likely saving herself.
Only Sane Woman: In Week 6, she was the only member of her team to realise that the level of humour was too juvenile for their advert (which was for a business-themed airline) and that "Highway to Hell" is an extremely inappropriate choice of music for an airline advert. Her team won, but only because the other team was even worse.
Kayode
Ambiguously Human: Allegedly has three hands on his promotional picture.
Hypercompetent Sidekick: In Weeks 3 and 4, where he sold the most on his team in the former week, and then in the latter week held an effective stage show at the bodybuilding expo the team were selling at, attracting plenty of customers.
Keet: The most cheerful and outgoing of the male candidates, and demonstrated this by eagerly appointing himself as PM for the first task and excelling in sales for his team in Week 3.
Motor Mouth: Not to the same extent as Season 12's Jessica, but Lord Sugar did say that it felt like he was talking at 100mph.
Wall of Blather: Frequently emits these when he talks, to the point where even Lord Sugar had trouble shutting him up during the first task's pre-results boardroom.
Kurran
Bystander Syndrome: Was accused of doing nothing in the first task alongside David. Doesn't help that in the beginning, he's revealed as an out of work film extra, something of which is a pet peeve of Lord Sugar which will have a very high chance of getting you fired.
Crouching Moron, Hidden Badass: Much like Season 12's Oliver, he was almost totally useless as a candidate but really came into his own during the final task, with Lord Sugar saying that the advert he directed for Sian was a hundred times better than the trainwreck of an advert he directed during his tenure as project manager.
Dull Surprise: He created a rather un-animated augmented reality cover for his team's comic, insistent that he could not act and talk at the same time.
Game-Breaking Injury: Defied; he broke his arm during the third task, but stayed in the show for another three tasks, eventually being fired due to reasons directly related to his performance. Six tasks later, it looked like his arm had improved.
The Load: Consistently proved useless throughout his time on the show, but mostly avoided the boardroom via a combination of being on the winning team a few times and project managers not thinking to bring him back, inviting more than a couple of comparisons to Season 5's Noorul. (Though, unlike Noorul, Kurran was brought back at least once before being inevitably fired.)
You Have Failed Me: In Week 5, Lord Sugar appointed him PM for Week 6. When he failed that week, Lord Sugar fired him. It probably didn't help that the advert he had directed that week was of seriously poor quality.
Rick
Ambiguously Gay: Along with Frank, is shown to be rather camp but there's no evidence.
Bystander Syndrome: The fourth man in a row to be fired for not doing much of anything during the tasks.
Jerkass: A lower key than most but was noted to have had a curt and vitriolic attitude, especially towards potential buyers in his final week.
Alex
Bystander Syndrome: Lord Sugar called him out for this during the third task's pre-result boardroom, saying that most of the time he wasn't even sure whether Alex was actually there or not. The combination of this and selling almost nothing on the fourth task resulted in his firing.
Never My Fault: Repeatedly claimed that the only reason why he didn't sell any high-ticket items was because he was moved away just before people started coming back to the stand at the end of the show. Lord Sugar didn't buy this excuse for one moment.
Pet the Dog: Despite Lord Sugar calling him a waste of space when firing him, in You're Fired he did add that Alex probably only fared as poorly as he did because he went onto the show at such a young age (21), and that with more experience he'd probably do well.
The Scapegoat: Lord Sugar actually called him this in Week 4, saying that while he had failed to sell anything, Sabrina's strategic failures were really more directly to blame for the team's loss. Unfortunately, Alex's Never My Fault tendencies resulted in him essentially talking Sugar into kicking him out.
Tempting Fate: Like Sarah, he claimed in the loser's cafe that he wouldn't be going anywhere that week, and was quickly proven wrong in spectacular fashion.
Frank
Ambiguously Gay: Somewhat camp alongside Rick, but there's not any evidence.
Ambiguously Human: Along with Kayode, apparently was shown to have three hands (or a bizarrely long right hand) on his promotional picture.
Only Sane Man: After the first task, he was the only one among the men who admitted that they hadn't performed very well, and got lucky in that the women just crashed and burned totally. Unfortunately, this didn't save him from losing as project manager himself on the next task, and then getting fired himself the week after that.
Tempting Fate: Kept interrupting Lord Sugar during his deliberations during the Week 2 final boardroom, to the point where Sugar had to threaten to instantly fire him if he said another word. It was probably only David's generally terrible track record in both of the first two tasks that saved him from that fate regardless.
David
Brutal Honesty: Reeled off all the negative criticism his team's comic earned, completely unprompted, in the middle of a pitch to a prospective buyer. He still somehow got an order from said buyer, but that didn't save him from being fired.
Bystander Syndrome: Didn't make a single negotiation in the first task, something which Karren called him out on in the boardroom for.
Cliché Storm: The story that he came up with for his team's comic in Week 2 was accused of being this. In fairness, Frank had handed him a very cliched base idea, but David really didn't do anything to help.invoked
What Were You Thinking?: His team-mates and Lord Sugar had this reaction for his bringing up negative audience research feedback in a pitch to a prospective customer during the second task. His weak work on the story on top of being generally useless in the first task would likely have gotten him fired regardless, but this mistake single-handedly ensured his dismissal.
Sarah
Oop North: Repeatedly claimed that she had been looked down on by the other candidates for coming from the north of England. Something that ended up ringing more than a little hollow when you consider that the two finalists were also from the north of England.
Punctuated! For! Emphasis!: While she often spoke like this in normal situations, she turned it up a notch while trying to buy from Maltese merchants, stating everything very loudly and slowly, apparently thinking they would more easily understand her this way.
"The Reason You Suck" Speech: Gave a major one of these to Jasmine in the task post-mortem, and even proudly admitted to having done so during the final boardroom. Being openly disrespectful to the project manager is one of Lord Sugar's biggest Berserk Buttons, so between that and her generally poor performance in the task, it wasn't much of a surprise that she was the first one to be fired.
Tempting Fate: Openly declared in the task post-mortem that she wasn't responsible for the loss, and wouldn't be getting fired. While Karren actually agreed with her on the first point, Sarah was very much wrong on the second half of her claim.
