And don't forget... Ask for the order!

How Santa Persuaded Rudolph: A Trigger Tale

By the time an interview with the now reclusive Rudolph appeared in Vanity Fair, the wildly popular Rankin-Bass television special had been running annually for decades. It had become the only version of the story anyone knew or remembered, and Rudolph wanted to set the record straight.

Read the “Triggers Hidden” tab first and see if you can identify the triggers. Then, click the “Triggers Highlighted” tab to test your knowledge. Hover over the highlights for trigger identities and descriptions.

The interview was conducted on a secluded beach in Aruba where Rudolph was free of any frigid reminders of polar climes. “Reindeer games are no joke,” he offered as he and the journalist settled in for their chat.  “There’s a lot of brutality. It’s no holiday.”

“But… They didn’t let you play the reindeer games…” reminded the journalist.

“That’s beside the point!” snapped Rudolph with a wave of his hoof, flinging his cigarette into the sand. “It’s a deer-eat-deer world up there, and while you can pretty it up for mass consumption by gullible humans who want safe stories and happy endings, you don’t know the pressure that organization is under every year. Believe me, you don’t know.”

Following some discussion about the impact of technology on the ancient northern workshop (“the elves in the IT department pretty much control things, now,” Rudolph explained), the journalist finally broached the topic of the famous night ride and the television program that sealed the myth in the mind of the world.

“I have it on good authority that the whole thing almost didn’t happen, is that right?’ asked the journalist.

“That creepy puppet show skips that part of the story entirely,” explained Rudolph. “Won’t you guide my sleigh tonight..!” he exclaimed sarcastically.

“Let’s review: A guy is ridiculed. Abused. Exiled. Then left for dead. But when the organization suddenly needs his help, he comes leaping back with his tail wagging like a love-starved puppy? I don’t think so. I may have a tail, but I’m no puppy. I told that fat puck what he could do with his sack of trinkets.”

“You said no?” the journalist confirmed.

“I said no.”

“So, how did Santa persuade you?” the journalist asked, genuinely intrigued.

“To tell you the truth, I really don’t know how he did it,” replied Rudolph. “I mean, I was adamant.”

“I do remember the first thing he did was to take me aside and quietly explain how he was also an outcast; that he, too, had been ridiculed – for wanting to bring toys to all the children of the world over the course of just one night. He said everyone thought he was nuts. He said he understood my feelings, how I had every right to say no.”

“I guess I must have softened a little because then he described what would probably happen to the other reindeer, to the sleigh and all the toys, to himself, if they tried to brave the storm without the proper equipment, without a fog light to cut through the storm. He said they’d probably wind up in the middle of the Indian Ocean, drowning beyond the reach of radar.”

“I have to confess I was privately delighted with this idea. The thought of that bully Blitzen yelping and treading freezing water until he finally sank from exhaustion sounded like the perfect stocking stuffer to me.”

“And then Santa explained what might happen if I did lead the team…. How the beacon of red light would cut through the fog and look for all the world like a triumph of deer over nature. How all my enemies and rivals would be forced to acknowledge not only my shiny nose but my big heart.”

“I think my resolve was beginning to crack. But Kringle must’ve known I wasn’t quite there yet because he went on.”

“He told me that he understood how independent I’d become, having made my way on my own and all, and that a decision to guide his sleigh wasn’t a decision to follow or even join, but to lead. And, he explained, leadership is in many ways an independent enterprise.”

“I guess I must have made doe eyes at him at this point because that absurd twinkle arose in his eyes. ‘Rudolph,’ he said to me quietly ‘Everyone will know your name. Songs will be written about you. You will never be forgotten.”

“But now the wind is up and the hour is upon us,” Santa observed. “It’s time.”

“Rudolph, with your nose so bright… Won’t you guide my sleigh tonight?'”

Rudolph paused. The journalist was on the edge of his seat.

“Well?! Did you say yes?”

Rudolph flipped his famous snout at the the journalist.

“What do you think I said, you dimwit? You think we would have had songs, movies, ornaments, figurines, if I’d said no?!”

“Oh, right,” said the journalist, collecting himself.

Rudolph looked out over the blue surf into the setting sun.

“But do I get residuals from any of that? Oh, no! Kringle himself negotiated those deals. And he is one persuasive puck!”

The interview was conducted on a secluded beach in Aruba where Rudolph was free of any frigid reminders of polar climes. “Reindeer games are no joke,” he offered as he and the journalist settled in for their chat.  “There’s a lot of brutality. It’s no holiday.”

“But… They didn’t let you play the reindeer games…” reminded the journalist.

“That’s beside the point!” snapped Rudolph with a wave of his hoof, flinging his cigarette into the sand. “It’s a deer-eat-deer world up there, and while you can pretty it up for mass consumption by gullible humans who want safe stories and happy endings, you don’t know the pressure that organization is under every year. Believe me, you don’t know.”

Following some discussion about the impact of technology on the ancient northern workshop (“the elves in the IT department pretty much control things, now,” Rudolph explained), the journalist finally broached the topic of the famous night ride and the television program that sealed the myth in the mind of the world.

“I have it on good authority that the whole thing almost didn’t happen, is that right?’ asked the journalist.

“That creepy puppet show skips that part of the story entirely,” explained Rudolph. “Won’t you guide my sleigh tonight..!” he exclaimed sarcastically.

“Let’s review: A guy is ridiculed. Abused. Exiled. Then left for dead. But when the organization suddenly needs his help, he comes leaping back with his tail wagging like a love-starved puppy? I don’t think so. I may have a tail, but I’m no puppy. I told that fat puck what he could do with his sack of trinkets.”

“You said no?” the journalist confirmed.

“I said no.”

“So, how did Santa persuade you?” the journalist asked, genuinely intrigued.

“To tell you the truth, I really don’t know how he did it,” replied Rudolph. “I mean, I was adamant.”

“I do remember the first thing he did was take me aside and quietly explain how he was also an outcast; that he, too, had been ridiculedIdentify and emphasize similarities between you and your colleague or customer to activate the Friendship Trigger. It opens the door to the emotional brain and sets a foundation for other triggers to be activated more successfully. – for wanting to bring toys to all the children of the world over the course of just one night. He said everyone thought he was nuts. He said he understood my feelings, how I had every right to say no.”

“I guess I must have softened a little because then he described what would probably happen to the other reindeer, to the sleigh and all the toys, to himself, if they had to brave the storm without the equipment suitable to the task. He said they’d probably wind up in the middle of the Indian Ocean, drowning beyond the reach of radar.Decisions are often risky because they represent change; the Consistency Trigger is about our preference for the status quo. That's why successful persuasion often involves a risk-benefit analysis which, if presented properly, can also activate the Contrast Trigger (see the next highlight). I have to confess I was privately delighted with this idea. The thought of that bully Blitzen yelping and treading freezing water until he finally sank from exhaustion sounded like the perfect stocking stuffer to me.”

“And then Santa explained what would probably happen if I did lead the team. How the beacon of red light would cut through the fog and look for all the world like a triumph of deer over nature. How all my enemies and rivals would be forced to acknowledge not only my shiny nose but my big heart.The Contrast between what would happen as a result of a YES decision is characterized in terms of Hope for status. (Santa's not fooling around here, activating multiple triggers... Those toys WILL be delivered!)

“My resolve was beginning to crack. But Kringle must’ve known I wasn’t quite there yet because he went on.”

He told me that he understood how independent I’d become, having made my way on my own and all, and that a decision to guide his sleigh wasn’t a decision to follow or even join, but to lead. And, he explained, leadership is in many ways an independent enterprise.In addition to risk assessment, a major aspect of the Consistency Trigger is self identity – how we see ourselves, and who we perceive ourselves to be. You can see how the more you know about your customer, the better able you are to activate this powerful trigger. Santa knows his customer!

“I guess I must have made doe eyes at him at this point because that absurd twinkle arose in his eyes. ‘Rudolph,’ he said to me quietly ‘Everyone will know your name. Songs will be written about you. You will never be forgottenSanta really cranks up the volume here with a full-on holiday Hope Trigger. But 'ol Kris Kringle still has one more trigger up his sleeve....

“But now the wind is up and the hour is upon us, Santa observed. “It’s time.Even the simplest Reason Why Trigger is often just what's needed to prompt action and seal the deal.

“Rudolph, with your nose so bright… Won’t you guide my sleigh tonight?And don't forget... ASK for the order!!

Rudolph paused. The journalist was on the edge of his seat.

“Well?! Did you say yes?”

Rudolph flipped his famous snout at the the journalist.

“What do you think I said, you dimwit? You think we would have had songs, movies, ornaments, figurines, if I’d said no?!”

“Oh, right,” said the journalist, collecting himself.

Rudolph looked out over the blue surf into the setting sun.

“But do I get residuals from any of that? Oh, no! Kringle himself negotiated those deals. And he is one persuasive puck!”

Triggers Hidden

The interview was conducted on a secluded beach in Aruba where Rudolph was free of any frigid reminders of polar climes. “Reindeer games are no joke,” he offered as he and the journalist settled in for their chat.  “There’s a lot of brutality. It’s no holiday.”

“But… They didn’t let you play the reindeer games…” reminded the journalist.

“That’s beside the point!” snapped Rudolph with a wave of his hoof, flinging his cigarette into the sand. “It’s a deer-eat-deer world up there, and while you can pretty it up for mass consumption by gullible humans who want safe stories and happy endings, you don’t know the pressure that organization is under every year. Believe me, you don’t know.”

Following some discussion about the impact of technology on the ancient northern workshop (“the elves in the IT department pretty much control things, now,” Rudolph explained), the journalist finally broached the topic of the famous night ride and the television program that sealed the myth in the mind of the world.

“I have it on good authority that the whole thing almost didn’t happen, is that right?’ asked the journalist.

“That creepy puppet show skips that part of the story entirely,” explained Rudolph. “Won’t you guide my sleigh tonight..!” he exclaimed sarcastically.

“Let’s review: A guy is ridiculed. Abused. Exiled. Then left for dead. But when the organization suddenly needs his help, he comes leaping back with his tail wagging like a love-starved puppy? I don’t think so. I may have a tail, but I’m no puppy. I told that fat puck what he could do with his sack of trinkets.”

“You said no?” the journalist confirmed.

“I said no.”

“So, how did Santa persuade you?” the journalist asked, genuinely intrigued.

“To tell you the truth, I really don’t know how he did it,” replied Rudolph. “I mean, I was adamant.”

“I do remember the first thing he did was to take me aside and quietly explain how he was also an outcast; that he, too, had been ridiculed – for wanting to bring toys to all the children of the world over the course of just one night. He said everyone thought he was nuts. He said he understood my feelings, how I had every right to say no.”

“I guess I must have softened a little because then he described what would probably happen to the other reindeer, to the sleigh and all the toys, to himself, if they tried to brave the storm without the proper equipment, without a fog light to cut through the storm. He said they’d probably wind up in the middle of the Indian Ocean, drowning beyond the reach of radar.”

“I have to confess I was privately delighted with this idea. The thought of that bully Blitzen yelping and treading freezing water until he finally sank from exhaustion sounded like the perfect stocking stuffer to me.”

“And then Santa explained what might happen if I did lead the team…. How the beacon of red light would cut through the fog and look for all the world like a triumph of deer over nature. How all my enemies and rivals would be forced to acknowledge not only my shiny nose but my big heart.”

“I think my resolve was beginning to crack. But Kringle must’ve known I wasn’t quite there yet because he went on.”

“He told me that he understood how independent I’d become, having made my way on my own and all, and that a decision to guide his sleigh wasn’t a decision to follow or even join, but to lead. And, he explained, leadership is in many ways an independent enterprise.”

“I guess I must have made doe eyes at him at this point because that absurd twinkle arose in his eyes. ‘Rudolph,’ he said to me quietly ‘Everyone will know your name. Songs will be written about you. You will never be forgotten.”

“But now the wind is up and the hour is upon us,” Santa observed. “It’s time.”

“Rudolph, with your nose so bright… Won’t you guide my sleigh tonight?'”

Rudolph paused. The journalist was on the edge of his seat.

“Well?! Did you say yes?”

Rudolph flipped his famous snout at the the journalist.

“What do you think I said, you dimwit? You think we would have had songs, movies, ornaments, figurines, if I’d said no?!”

“Oh, right,” said the journalist, collecting himself.

Rudolph looked out over the blue surf into the setting sun.

“But do I get residuals from any of that? Oh, no! Kringle himself negotiated those deals. And he is one persuasive puck!”

Triggers Highlighted

The interview was conducted on a secluded beach in Aruba where Rudolph was free of any frigid reminders of polar climes. “Reindeer games are no joke,” he offered as he and the journalist settled in for their chat.  “There’s a lot of brutality. It’s no holiday.”

“But… They didn’t let you play the reindeer games…” reminded the journalist.

“That’s beside the point!” snapped Rudolph with a wave of his hoof, flinging his cigarette into the sand. “It’s a deer-eat-deer world up there, and while you can pretty it up for mass consumption by gullible humans who want safe stories and happy endings, you don’t know the pressure that organization is under every year. Believe me, you don’t know.”

Following some discussion about the impact of technology on the ancient northern workshop (“the elves in the IT department pretty much control things, now,” Rudolph explained), the journalist finally broached the topic of the famous night ride and the television program that sealed the myth in the mind of the world.

“I have it on good authority that the whole thing almost didn’t happen, is that right?’ asked the journalist.

“That creepy puppet show skips that part of the story entirely,” explained Rudolph. “Won’t you guide my sleigh tonight..!” he exclaimed sarcastically.

“Let’s review: A guy is ridiculed. Abused. Exiled. Then left for dead. But when the organization suddenly needs his help, he comes leaping back with his tail wagging like a love-starved puppy? I don’t think so. I may have a tail, but I’m no puppy. I told that fat puck what he could do with his sack of trinkets.”

“You said no?” the journalist confirmed.

“I said no.”

“So, how did Santa persuade you?” the journalist asked, genuinely intrigued.

“To tell you the truth, I really don’t know how he did it,” replied Rudolph. “I mean, I was adamant.”

“I do remember the first thing he did was take me aside and quietly explain how he was also an outcast; that he, too, had been ridiculedIdentify and emphasize similarities between you and your colleague or customer to activate the Friendship Trigger. It opens the door to the emotional brain and sets a foundation for other triggers to be activated more successfully. – for wanting to bring toys to all the children of the world over the course of just one night. He said everyone thought he was nuts. He said he understood my feelings, how I had every right to say no.”

“I guess I must have softened a little because then he described what would probably happen to the other reindeer, to the sleigh and all the toys, to himself, if they had to brave the storm without the equipment suitable to the task. He said they’d probably wind up in the middle of the Indian Ocean, drowning beyond the reach of radar.Decisions are often risky because they represent change; the Consistency Trigger is about our preference for the status quo. That's why successful persuasion often involves a risk-benefit analysis which, if presented properly, can also activate the Contrast Trigger (see the next highlight). I have to confess I was privately delighted with this idea. The thought of that bully Blitzen yelping and treading freezing water until he finally sank from exhaustion sounded like the perfect stocking stuffer to me.”

“And then Santa explained what would probably happen if I did lead the team. How the beacon of red light would cut through the fog and look for all the world like a triumph of deer over nature. How all my enemies and rivals would be forced to acknowledge not only my shiny nose but my big heart.The Contrast between what would happen as a result of a YES decision is characterized in terms of Hope for status. (Santa's not fooling around here, activating multiple triggers... Those toys WILL be delivered!)

“My resolve was beginning to crack. But Kringle must’ve known I wasn’t quite there yet because he went on.”

He told me that he understood how independent I’d become, having made my way on my own and all, and that a decision to guide his sleigh wasn’t a decision to follow or even join, but to lead. And, he explained, leadership is in many ways an independent enterprise.In addition to risk assessment, a major aspect of the Consistency Trigger is self identity – how we see ourselves, and who we perceive ourselves to be. You can see how the more you know about your customer, the better able you are to activate this powerful trigger. Santa knows his customer!

“I guess I must have made doe eyes at him at this point because that absurd twinkle arose in his eyes. ‘Rudolph,’ he said to me quietly ‘Everyone will know your name. Songs will be written about you. You will never be forgottenSanta really cranks up the volume here with a full-on holiday Hope Trigger. But 'ol Kris Kringle still has one more trigger up his sleeve....

“But now the wind is up and the hour is upon us, Santa observed. “It’s time.Even the simplest Reason Why Trigger is often just what's needed to prompt action and seal the deal.

“Rudolph, with your nose so bright… Won’t you guide my sleigh tonight?And don't forget... ASK for the order!!

Rudolph paused. The journalist was on the edge of his seat.

“Well?! Did you say yes?”

Rudolph flipped his famous snout at the the journalist.

“What do you think I said, you dimwit? You think we would have had songs, movies, ornaments, figurines, if I’d said no?!”

“Oh, right,” said the journalist, collecting himself.

Rudolph looked out over the blue surf into the setting sun.

“But do I get residuals from any of that? Oh, no! Kringle himself negotiated those deals. And he is one persuasive puck!”