Steven Bartlett, the youngest Dragon on Dragons’ Den and host of the Diary of a CEO podcast has been under fire recently. Two adverts featuring him for brands Huel and Zoe were banned by the Advertising Standards Authority for being misleading as Bartlett did not disclose his investment or directorship. In addition, The New Statesman criticized Bartlett for being a “door-to-door salesman flogging not a product, but a way of being – a used car dealer for the soul”. A recent investigation by BusinessCloud has left readers in doubt about Bartlett’s abilities as a “business genius or a shameless bluffer”. We have compiled a variety of comments from supporters and critics of Bartlett’s work.
Tony Bolland, founding partner of Most Excellent Ventures, praises Bartlett for his podcast: “He’s done an amazing job with Diary of a CEO and time will tell how good an investor he’s been…I suspect very good”. Pete Casson, co-founder and CTO of tech firm Collctiv, mentions waiting for two and a half years to watch a live recording of the podcast after winning a competition. Elizabeth Clark, co-founder and CEO of Dream Agility, recounts unpleasant experiences with Bartlett, describing him as hiding in the toilets during a conference, then abruptly leaving when finally lured out.
Bartlett’s personality and authenticity were also scrutinized by critics. Chris Ashton-Green, founder and CEO of Regit.cars, stated that watching Bartlett’s ‘live’ life story in Manchester was “absolutely cringe”, while Paul Smith OBE, founder of boutique consultancy Prepare to Land, mocks Bartlett’s predilection for wearing black everyday as a poor imitation of Steve Jobs. Andrew Stanton, CEO of PropTech-PR, calls Bartlett bland and shallow, while Oliver Thornton, portfolio finance director, The FD & CFO Centre, labels him as “basically a poor man’s Simon Sinek”.
Despite criticism, Bartlett has many supporters who see the positive outcomes of his work. Jo Sheerin, senior director at Alvarez & Marsal, notes that “you have to respect what he has achieved”, while author and keynote speaker Dan Sodergren praises Bartlett’s bluff if that is what it truly is. Craig Richardson, director of PHD Industrial Holdings, points out that Bartlett’s good self-publicizing skills have gotten him far. Andrew Allsop sums it up succinctly: “He bends the truth to his benefit but isn’t a liar.”
Finally, as is often the case, there are those who are unimpressed. Celia Gaze, founder and CEO of The Wellbeing Farm in Lancashire, met Bartlett at his show in Manchester and was not impressed, noting his limp handshake and regurgitated content which she has heard before.
Despite criticism from some, Steven Bartlett’s reputation and fame as a business leader, investor, and podcast host persists with his fans.
