Lawrence Rosenberg – the first person from Watford to reach the final five of the BBC’s The Apprentice – says his home town has huge potential for growth as a business hub.
Rosenberg became the first Watford representative to reach the dreaded interviews stage of the popular BBC show earlier this year, in season 20 of The Apprentice.
He believes his home town is facing plenty of challenges, but thinks Watford is a sleeping giant.
Rosenberg has gone on to become a professional business speaker since trying to convince Lord Sugar to invest in his AI-driven PR concept. He regularly speaks in the UK and Europe about a variety of topics – including communication, building relationships, team work, AI and creating a positive culture.
“I think Watford is a brilliant place, but like a lot of towns it faces real challenges around the high street, local business confidence, young people feeling like opportunity is elsewhere – and making sure the town centre continues to feel vibrant, safe and worth spending time in,” he said.
“I’ve spent my whole life around Watford and I can’t see a reason why I’d ever really want to leave it. I’ve seen the town constantly grow – the difference between when I was a kid and today is incredible.
“There is also the wider challenge of making sure people do not just see Watford as a commuter town. It has its own identity, its own communities and its own energy, and I think that should be built on. The accessibility to London is an added bonus, not the calling card.
He added: “For me, a lot of the solution comes down to backing local people, local businesses and local community groups properly.
“That means making it easier for small businesses to be visible, creating more reasons for people to come into the town centre, supporting events that bring different parts of the community together, and giving young people more access to mentors, work experience, practical advice and local role models.
“I think there’s a great opportunity to attract some of the investment from London, given the accessibility. I think there’s a great opportunity to present Watford as a closely tied-in alternative.
“A Watford tech hub would be incredible and I have heard that there have been some plans to this end.”
Rosenberg says Watford has a fantastic opportunity to support business and community initatives.
“I think we need to celebrate initiative more,” he said. “If someone is trying to build something locally, whether that is a business, a charity, a sports club, a creative project or a community event, we should make it easier for them to get attention, support and introductions.
“My view is that towns improve when people feel they have permission to get involved.
“We still need to make better use of some abandoned buildings and build a more all round offering in the town centre in terms of activities – but I’m proud of the direction it’s heading.”
He also believes that Watford’s location is something that can provide a sound basis for growth.
“Watford has a lot going for it. It is close to London, but it is not London. It has proper local identity, strong communities, great schools, brilliant parks, good transport links, local businesses, sports clubs and a lot of people who genuinely care about the area.
“I also think Watford has a very interesting mix of ambition and groundedness. There are lots of people here who work hard, commute, build careers, run businesses, raise families and contribute quietly to the community, but they do not always get celebrated. It’s a city and town vibe all in one.
“It is the sort of place where, if you make the effort, you can build real relationships and prosper – whilst still seeing some green in your surroundings!”
The entrepreneur’s bookings as a speaker since his time on The Apprentice have included a prestigious TEDx talk and taking to the stage at an international tech conference in Romania, as well as numerous television appearances.
He says his experience of being part of the 2026 edition of The Apprentice taught him some valuable business lessons, adding that he also learned a lot about his own character during his time on the show.
“The Apprentice taught me a huge amount about pressure, communication, resilience and how quickly people form opinions of you.
“You are being tested constantly, but you are also being watched, judged and edited into a story. That is a strange experience, but it makes you very aware of how important it is to know who you are and not let other people’s perception completely define you.
“In business, it reinforced to me that communication is everything. You can have a good idea, but if you cannot explain it clearly, people will not back it. You can be capable, but if you cannot bring people with you, it becomes much harder. You can work incredibly hard, but if your story is not understood, you lose control of the narrative.
“It also taught me not to wait for perfect conditions. The whole process is messy, intense and imperfect, and you have to keep moving anyway.
“My outlook now is probably even more action-focused. You learn by doing. You build confidence by doing. You create opportunity by doing. That is why “Just. Do. Things.” has become such a big part of my message.”
What messages would he give to any young people who have a dream about their future, but face doubts that they can achieve their dreams?
“I would tell them not to wait until they feel ready. Most people you admire did not start with total confidence. They started by doing one thing, then another thing, then another thing, and eventually the evidence built up.
“If you are interested in something, start now. Send the email. Ask for advice. Go to the event. Offer to help. Build a project. Use AI properly. Find 20 people or companies in the field you care about and reach out to them. Ask for conversations, not favours.
“Some people will ignore you. That is fine. Some people will reply. That is where things start.
“I would also tell young people to build life experience, not just a CV. Join things. Meet people. Try things. Travel, if you can. Volunteer. Play sport. Get involved in societies. Learn how to speak to people.
“The more you do, the more interesting and useful you become. Dreams are important, but action is what makes them real.”
And why has he embarked on a new career as a speaker since his appearance on The Apprentice?
“I am pursuing speaking because I have seen first hand how powerful communication, relationships and reputation can be in someone’s life.
“My aim is not just to tell stories from The Apprentice, although I am always happy to talk about that. The bigger aim is to help people understand how opportunity is actually created.
“For founders and businesses, I want to help them understand why credibility, visibility and communication matter more than ever, especially in the age of AI.
“For schools and young people, I want to show that you do not need to have everything figured out before you start. You can create momentum by taking action, building relationships and putting yourself in rooms where opportunities can happen.
“For professional audiences, I want to make the case that communication is not a soft skill. It is one of the most important skills in business and life. And I give them actionable takeaways to start improving their outward business comms.
“The common thread across all of it is simple: build trust, communicate clearly, be kind to people – and just do things!”
