Santa Claus is coming to town.
Plus, after decades in the global marketplace, the man knows more about maintaining a successful commercial enterprise than an industrial stocking full of Gates, Buffett, Bezos and Apple’s seemingly omniscient “Siri.”
Claus’s impact can be found everywhere — and his business practices are substantiated by virtually every inspirational message we do-gooder business writers can dish up.
For example, in his book, Tips from the Top, OfficeMax co-founder Michael Feuer wisely advised: “If you don’t ask, you don’t get.” Yes, extremely helpful for overly cautious professional adults but ironic considering that millions of children have no problem asking Claus for exactly what they want each year.
When it comes to best practices, the staff at Claus, Inc. have amassed — or Christ-massed — so much experience that “practice” has literally become “perfect.”
Let’s face it: Claus is the undisputed king of the memorable customer experience.
As for celebrating jolly old Saint Nick’s powerhouse brand and enduring business model, my friends and I have a lot to say:
On regulatory compliance:
“Santa’s security status is classified, but it is fair to assume his annual mission is a complex global exercise that requires meticulous coordination with multiple intelligence, security and transportation agencies. He has never failed — a performance standard that is unmatched by any other aviator. And to think he pulls it off with reindeer.” Bob Orr, former Aviation & Homeland Security Correspondent, CBS News
On risk management:
“Santa has always had a big tolerance for risk. He continues his work, unfazed by potential chimney defects — all chimneys are not created equal, yet Santa assumes they are — and remains willing to assume any potential downside rather than passing it onto consumers. This is a good counterbalance to the risk adversity of the elves. Their cautiousness can slow down Santa’s distribution channels, yet they remain a positive aspect of the manufacturing process.” Tanya Acker, Judge, television’s Hot Bench.
On logistics:
“Santa’s North Pole HQ is centrally located, enabling him to reach North America, Europe and Asia with greater efficiency. Claus also reaches more customers on December 25 than UPS, FedEX and the USPS combined. He’s a logistics genius.” Craig Bouchard, New York Times bestselling author, “The Caterpillar Way” and CEO, Real Industry, Inc.
On marketing and public relations:
“Claus has revolutionized the concept of co-op advertising. Every consumer marketer on the planet seems more than happy to foot the bill for his PR. Though I would never divulge specifics, organizations sometimes pay big dollars for personal appearances by celebrities. Claus’ P&L may surprise you.” Phil Beuth, former President, Good Morning America.
On an aging customer base:
“Claus’ ongoing challenge: how to be a leader despite a growing lack of support from an aging ‘nonbeliever’ customer base. The answer lies in his unwavering commitment to excellence. Customer service and quality products will always prevail.” Pat Boos, CEO, The Kitanna Group.
On professional behavior:
“I have never met a manager who doesn’t keep some sort of list of who’s ‘naughty’ and who’s ‘nice.’” Melissa Cunningham, Senior Director of Development, Golisano Children’s Hospital of Southwest Florida.
On professional image:
“I’ll tell you what I like about Santa. I like anyone who is fatter than I am.” Janet Evanovich, New York Times bestselling author.
On brand development:
“Santa is all about the magic that happens when you believe. If you have employees and a brand you believe in, MAGIC happens.” Kassie DePaiva, Actress, Days of our Lives and One Life to Live.
On a competitive spirit:
“Claus has the spirit and determination of a true athlete. Don’t let his appearance fool you. Magic Johnson and I once played him and Mrs. Claus in basketball and lost.” Jack McKinney, former head coach, Los Angeles Lakers and Indiana Pacers.
On weathering the storm:
“With The North Pole for home base, Santa is certainly accustomed to harsh weather conditions. Fact is, Santa is as tough as he is loving. Refusing to give into the luxuries of modern-day travel, his sleigh still flies with no roof or windshield. Like Steve McQueen on his Triumph, Santa’s inner rebel laughs in the face of the world’s worst storms. His minimalist trendsetting outerwear is both effective and the stuff of Brooklyn envy — a faux-fur trimmed parka protects the jolly jetsetter from the elements, and his incomparable hipster beard covers all but the top of his rosy cheeks. Sure, Santa’s sled has onboard Doppler and computer models, but nothing can guide him through a blizzard better than that reindeer with a red nose.” Rob Marciano, Senior Meteorologist, ABC News.
On legal action:
“If Claus and the FAA were in front of me in a case where he was being accused of violating a no-fly zone, now that’s a dilemma. How do you rule against Santa?” Larry Bakman, Judge, television’s Hot Bench.
On embracing your Mission Statement:
“When your reason for being is ‘to make children happy,’ you are already a huge success. As a great leader, Claus sets an excellent example: Giving and being kind to others is a wonderful goal for children of all ages.” Peggy Post, Author and Spokesperson, The Emily Post Institute.
Of course, when it comes to applying the best of Claus’ time-tested, generosity-focused business model, one lesson is abundantly clear: if it ain’t broke, don’t fix it.
For more on marketer, publicist, writer and speaker Randall Kenneth Jones, visit randallkennethjones.com
