Santa's been running a very successful, expanding business for a long, long time. He's never had to ask any government for a bail out and he always delivers his products on time. He must be doing something right. Maybe some of Santa's successful actions could help us with our own businesses. It certainly wouldn't hurt to take a look at Santa's business model.



Here are a few things I've observed about the way Santa conducts his business:

1. Don't hesitate to delegate. Santa employs a veritable army of Elves to help him prepare his products. The Big Guy must be a very organized executive who's capable of giving positive directions. All the pictures of his workshop show his employees happy, busy and working at maximum efficiency. I can't think of anyone who wouldn't want to work for Santa Claus.

2. Know what your public wants. Santa stays in very good communication with his public. He actually encourages his customers to write to him with requests. He makes a point of going out to where his clients congregate and meets with them and discusses their needs and wants. He always stays abreast of the latest trends and his products always reflect his public's interests.

3. Never talk down to your public. Think back to times when you talked to Santa about something special you wanted. Didn't you feel like he was really interested in what you said? And when he answered you, he didn't speak in a lot of technical jargon. He spoke to you and addressed your concerns in a way that made you feel understood. The customer loyalty that Santa continues to enjoy is phenomenal.

4. Understand what it takes to get your product into the hands of your public. Does Santa really need 12 reindeer to pull his sled? Probably not, but he knows, like any good businessman, that it pays to be prepared for the unexpected. What if Dancer pulls a muscle or Vixen wakes up with morning sickness? Santa has to take into account every kind of weather problem. If he runs into a stiff head wind he'll be glad he has 12 study reindeer on the job. Santa's public considers him predictable and dependable. They know that he'll bend space and time in order to make sure the presents are under the tree on Christmas morning. Do you get that kind of respect from your customers?

5. Be a master of the brand experience. Santa wrote the book on branding. There is no aspect of brand recognition, brand management, or brand image that he hasn't fully mastered. The image that Santa has created and branded is recognized by more people planet wide than almost any other image in history.

6. Be thoroughly knowledgeable of all the tools of your trade. If it was necessary Santa could jump in and make any toy in his shop. He can plot a course to any point on the globe and steer his sleigh through the darkest night. He knows his product, his workers and his public like the back of his hand.

7. Be worthy of respect. Santa is without doubt one of the most beloved people on our planet. The attributes that have earned him that love and respect are well worth emulating. He's a shining example to all other businessmen that it's possible to have a successful, thriving business and still retain one's personal integrity and the trust and admiration of one's family and community.

Let's keep in mind the lessons we can learn from Santa for an expansion filled next year.

Merry Christmas to all and to all a good night!

Rafferty Pendery

CEO Studio98