Rudolph’s Red Nose

Posted by: admin  :  Category: Neuro Semantics, NLP, Personal Development

You just can’t miss it; the sights, the sounds, the smells and the feeling of Christmas. There’s Christmas trees everywhere, angels, the colours of red, green and gold, presents, candy sticks, toy drums, colourful lights and of course Santa Claus. These symbols remind us of the approaching celebration and the good news it offers. Then there are the festive carols and songs that we hear at every department store, melodies that we have grown so accustomed to that we miss their meaning. Meanings that can help us gain greater access to the priceless assets of the season.



“Christmas waves a magic wand over this world, and behold, everything is softer and more beautiful.”

 - Norman Vincent Peale


One particular song that we hear so frequently is Rudolph the Red Nose Reindeer; bet you have this song before? Have you not? You may just be humming it this very moment: “Rudolph, the red-nosed reindeer had a very shiny nose. And if you ever saw him, you would even say it glows…” Now the irony is that, many, don’t really know or at least have forgotten the meaning of the song and the heart-warming story behind it. A story that offers a message of hope, a message that reveals the “glad tidings” of the season.


Here’s that story……

Montgomery Ward was a Chicago based mail order department store that used to print colouring books as promotion gifts for kids during the Christmas season; fitting them into Santa’s socks. In 1939 its executives decided that it wanted to do something different, to create a new gift, and so the creative task was passed to its advertising department copywriter, Robert L. May.


Robert L. May began working on a Christmas story for children, drawing upon his own childhood difficulties as its foundation. As a child May knew all too well what it meant to be “different” as, not only was he too small for his age, he was also weak and delicate in nature. Consequently his playmates and friends frequently teased and made fun of him, leaving him an insecure child who felt like an “outcast”.


As an adult, his life was not much different. Unlike many of his college class mates who graduated and got comfortable jobs, Robert L. May did not graduate and became a mere copywriter for Montgomery Ward. The year 1939 was a difficult year for him too, his wife was stricken with terminal cancer and for the past two years all his expenses had been drained off paying for her medical expenses. His situation was further confounded by his worries of losing his job in the Depression that had engulfed the economy at that time. Thus not only was he in depth he was also sad and depressed. Robert L. May, indeed, knew all too well what it meant to be “different”.


Hence he set out to create a character with similar issues but who in the end used his very “difference” as an asset to rise above his problems and be transformed into a hero. He worked on his creation in the office and then came home to get his four old daughter, Barbara involved in creating Rudolph; this helped Barbara deal with the trauma of watching her mother succumb to cancer. At the same time May wanted his daughter to know that, though some creatures of God may appear “strange” and “different”, they nonetheless enjoy unique gifts that make others happy, gifts that can transform their lives!


Written as a short story rhyme, the original story not like the song we hear today had Rudolph as a little reindeer who lived an ordinary life with his parents. He was born with a physical deformity – a BRIGHT RED NOSE. Rudolph’s RED NOSE made him so “different” that even his own parents found him to be an embarrassment! To hide his “difference”, Rudolph wore a covering over his nose but that did not stop him from being taunted, belittled and made fun of by his “normal” reindeer friends. This left Rudolph feeling lonely and pushed aside: an “outcast” who had little or no friends! Nevertheless, instead of dwelling on his “difference”, Rudolph still managed to hold a positive attitude.



“Why am I such a misfit? I am not just a nitwit. Just because my nose glows… why don’t I fit in?”

-Rudolph the Red Nose Reindeer, the 1964 TV Movie


Rudolph’s big break or “redemptive moment” came when Santa landed his sledge, on Christmas Eve, at Rudolph’s place to deliver presents to him and other reindeers that had been “nice”. Suddenly the weather turned bad, a thick fog descended and by the time Santa had run his errands, the fog had become so dense that Santa found it impossible to take off safely. Not wanting to disappoint millions of children, Santa desperately needed a solution.


At this moment, Santa noticed Rudolph with his RED SHINEY NOSE and asked him to be his lead reindeer, his nose being the solution to the crisis. Rudolph agreed and they were off, guiding Santa safely to every chimney that night regardless of the rain, fog, snow and sleet; nothing bothered Rudolph, for his bright nose penetrated the mist like a beacon! Thus Rudolph’s RED NOSE, his “difference”, became the difference that made the difference. A deformity that brought him ridicules and shame now brought transformation and he became the envy of every buck and doe in the reindeer world! Santa, by noticing, choosing and electing him; alleviated, blessed and made use of an apparent handicap to good use! Needless to say, Santa was grateful and told everyone about how Rudolph had saved the day, saved that Christmas. From that moment, Rudolph became Santa’s lead reindeer! A moment of grace and transformation had happen!


“From what I see now, that will cut through the murkiest storm they can dish up. What I’m trying to say is, Rudolph, with your nose so bright, won’t you guide my sleigh tonight?

-Rudolph the Red Nose Reindeer, the 1964 TV Movie


The finished product of Robert L. May in booklet form gained immediate popularity with more than 2.4 million copies distributed during the first year itself. Its popularity continued in the following years and around 6 million copies were distributed from 1939 to 1946! Despite this instant success, Robert L. May, though he was the author, did not enjoy any financial benefits as he was an employee of Montgomery Ward; it was considered “work for hire”.



It was not until 1946 that the copyright of the story was granted to Robert May by Montgomery Ward as a gesture of kindness. It was only then that Rudolph’s story was made into a song by Robert L. May’s brother in law, songwriter Johnny Marks, who developed the lyrics and melody for it. Marks’ musical version of the story was first recorded by Gene Autry in 1949; selling 2 million copies that year itself, making it phenomenal success, coming in  second best to Bing Crosby’s “White Christmas”! The rest as they say is history. Robert L. May enjoyed the fruits that his reindeer creation provided him and at the same time learned the lesson that, just like his dear friend Rudolph, being “different” can and is a blessing!  Rudolph’s RED NOSE wasn’t so bad after all.


“Our strength grows out of our weaknesses”

-Ralph Waldo Emerson


What about you and me? Do we have “Rudolph’s Red Nose”? A handicap, some weakness, a “deformity”, something that we believe puts us at a disadvantage in life, work and relationships? Perhaps we may think that we are not tall enough, too fat,  ugly or dark, not talented enough, born in a poor or disadvantaged family that marginalizes our chances of realizing our dreams and true potential. Perhaps we believe that we lack the needed resources, have been robbed or cheated from a promotion, an inheritance, an opportunity that has permanently set us back. Perhaps we believe that a past trauma or painful experience has robbed us of the opportunity of a bright and happy future, leaving us feeling insecure and uncertain. Do we have “Rudolph’s Red Nose”?  I know that I have a few of them!



“My imperfections and failures are as much a blessing from God as my successes and my talents and I lay them both at his feet.”

-Mahatma Gandhi


But here’s the good news of hope and possibility of the season, the story of Rudolph the Red Nose Reindeer! It is more than a story; it reflects the real life drama of its creator Robert L. May who was “different” and an “outcast”! Just like the election and calling of Rudolph by Santa on a “cold and foggy” night to be his lead reindeer that turned his “disadvantage” into an “advantage”, so too for Robert L. May.


For Robert L. May though, it was not Santa but the touch of the “hidden” hand of the Master that selected him for the creative purpose of coming out with a new Christmas give away for Montgomery Ward. It became the opportunity for him to use his “difference”, his “troubled” childhood experience as the raw material, as the psychological and emotional context, for his creative reindeer story. Hence, Rudolph the Red Nose Reindeer was born out of the apparent “pain, disadvantage and misfortune” of Robert L. May and it consequently provided him with the break through that revealed the miracle of that Christmas:  that with the touch of the Masters hand, ones higher power or whatever one chooses to call him or her,


“This is the message of Christmas:  We are never alone.”

 - Taylor Caldwell


Throughout history, examples of such transformations are innumerable. Being a cripple did not stop William Shakespeare from writing the finest plays the world has ever seen. Being blind did not stop John Milton from writing “Paradise Lost”, England’s greatest poem. Beethoven was deaf but it never stopped him from composing beautiful music. Renoir painted some of his finest creations with his fingers that were twisted by rheumatism. Handel was paralyzed on his right when he composed his greatest work, “The Hallelujah Chorus”.





“I was slightly brain damaged at birth, and I want people like me to see that they shouldn’t let a disability get in the way. I want to raise awareness – I want to turn my disability into ability.

- Susan Boyle 


Helen Keller was deaf, dumb and blind but with the love and dedication of her nurse, Annie Sullivan, she learned not only to write but talk, becoming a World famous poet, writer and public speaker! The poet Myra Brooks Welch, who wrote the masterpiece, “The Touch of the Master’s Hand”, used to pat the arm of her wheelchair and say, “And I thank God for this!” simply because her tremendous talent lay undiscovered prior to her wheelchair days.


In a mysterious way, the “difference” that all these individuals experienced, “Rudolph’ Red Nose”, became their greatest asset; their “Red Noses” were not removed nor were they “healed” but in a mysterious way, through the touch of the  Master’s Hand, they were  transformed by them. It ultimately brought out the best in them and, like Rudolph the Red Nose Reindeer, their names too have gone down in history!


“My grace is sufficient for you, for my power is made perfect in weakness.”

-2 Corinthians 12:9


If we are courageous enough to take and apply this message of the season, the message seen in the story of “Rudolph the Red Nose Reindeer” and Robert L. May’s life, to our own “Red Noses”, we may just be enlightened enough to embrace them and recognize in them the opportunity to be transformed. Perhaps this message will challenge our own beliefs about our “Red Noses” and the false, erroneous and toxic meanings we may have developed about ourselves, beliefs that fill us with despair, fear, depression, aggression, anger and resentment, victimhood and self-pity and a sense of learned “helplessness” and “hopelessness”.




Face your deficiencies and acknowledge them; but do not let them master you. Let them teach you patience, sweetness, insight.”

-Helen Keller


Perhaps this message from a place that looked “different”, a place for “outcasts”, a place of “shame and worthlessness” by today’s arrogant materialistic standards; a dark, wet, messy and stinking manger that held THE EMBODIMENT of grace, acceptance, love and infinite, inexhaustible and undefeatable hope and possibility that transforms “Red Noses”, awaken in us the realization that our “difference” can be our most precious gifts with the touch of His Hand!


It is this message of the season that I hope to leave you my dear friends, a message that I too need to hear, apply and embrace again and aging.  It promises us “glad tidings” that we can embrace, no matter what our current situation may be.  A message that can be enjoyed and savored by anyone; a message that does not need the “materialistic extras” of our commercialized world for it to be “felt” and experienced!

“Hope sees the invisible, feels the intangible, and achieves the impossible.”

-Helen Keller


So, the next time you hear the Christmas song, “Rudolph the Red Nose Reindeer”, remember the message of Robert L. May and the message left behind by countless individuals who’s “Red Noses” became the opportunity for them to be transformed.  Remember especially the Masters Hand, hidden but at work, in their lives which brought about the best in them. God can never be limited by our “Red Noses”!  May you keep this attitude of Christmas alive in every season! 


This is my wish for you: Comfort on difficult days, smiles when sadness intrudes, rainbows to follow the clouds, laughter to kiss your lips, sunsets to warm your heart, hugs when spirits sag, beauty for your eyes to see, friendships to brighten your being, faith so that you can believe, confidence for when you doubt, courage to know yourself, patience to accept the truth, Love to complete your life.

- Author Unknown


“I will honour Christmas in my heart, and try to keep it all the year.”

- Charles Dickens, A Christmas Carol


My sincere hope is that the song below inspires you and fills you with the hope. A song about how an old and dusty violin, one with a “Big Red Nose”, worthless and “different”, is transformed by the touch of the Master’s Hand.   If it does, do share it with others for the world desperately needs a message of hope, love and possibility! 











Stay committed to transcending, transforming and transferring value back to your world!


Catch new blogs fortnightly at let us know what you think below.


Conrad Rozario is the founder of Alchemy Resources, a cutting edge human potential and peak performance development company in Malaysia. He has more than 15 years experience in people development from the diverse fields of Sales, Marketing, Customer Engagement and Service, Business Management and Talent Development. He is a Certified & Licensed Neuro Semantics and Neuro-Linguistics Programming (NLP) Trainer from the International Society of Neuro –Semantics,USA, a Master Practitioner in Neuro Semantics and NLP (ISNS,USA) and a Language and Behavior Profiling for Coaching Practitioner. He holds a MBA fromGordon University,Illinois,USA.


Posted by: admin  :  Category: Neuro Semantics, NLP, Personal Development

In the Hebrew Scriptures, there’s a saying by the person Jesus Christ that goes: “Again I tell you, it is easier for a camel to go through the eye of a needle than for someone who is rich to enter the kingdomof God.” The eye of the needle here is referred to the “smallest hole” possible and symbolizes the impossibility of the circumstances for someone who is “rich”, meaning someone who is encumbered, weighed down, burdened, distracted and misaligned, to enter the kingdom of God or heaven or Nirvana or Paradise, however one choose to understand the term “kingdom of God”. And in many ways we’re all “rich”, “attached” and “burdened” by much of the external and insignificant incidentals of this life, be it riches, grudges, resentment, the need for recognition or revenge, etc. to such an extent that it’s easier for a “camel to go through the eye of a needle”!



The solution to this predicament is detaching oneself from these attachment, to the riches and cravings of this world, one’s baggage’s, be them in any shape and form, and unburdening oneself from anything that encumbers one from living and leaving this life freely and in a love. Only when “unburdened and unencumbered” can one make the passing through the “eye of the needle” into the “Kingdom”.    


“The essence of the Way is detachment.”



My blog this week is about this journey that all of us must take; the journey of “detaching” and “unburdening” oneself so as to be unencumbered, the journey through the “eye of the needle”. This “journey” is exemplified in the life and death of one of my dearest friends, a brother and relative, Mr. Ang Tun Seng who passed away on the 15th of November 2011 from cancer. Much was his suffering but even greater was how much he loved and forgave right to the very end: when his body eventually succumbed to the disease but his spirit, unencumbered, passed through the “eye of the needle”.



I got to know “Mr. Ang”, as I used to fondly call him, when I first met my wife some years back. A man small in stature but BIG in heart, he was the proverbial “man behind the scene”, the lynchpin who kept things moving along smoothly for everyone. At home, he was the “bill man”, helping to pay the bills for everyone, the “repair man” who took care of domestic break downs, “the driver” who faired his wife to shopping, “the dog whisperer” who took his dogs out for their daily walk and “the organizer” who kept domestic things in the right place, organized and in good order.


At school he was the much loved discipline teacher who genuinely cared for his students. Most “discipline teacher” I know are “disliked” by their students BUT not Mr. Ang, he was loved, respected and revered both by his students and colleagues. I remember the amount of visits he received from his students and their parents and his colleagues   when he became ill, the cookies, flowers, cards, notes and photos he received; they were enormous! His students even went to the extend of making their own “Pray for Mr. Ang” wrist bands which they distributed to all his students so as to remind them to pray for his recovery! This was testimony to his qualities as a teacher who loved his job and was passionate about empowering his students to be the best that they could be.


The most beautiful aspect of him though, for me, was his simplicity, patience, humility and sense of humor. Always with a smile, he was easy to get a long with, unassuming, genuine and ever so helpful; qualities that made him dearly loved and respected by all those who knew him. Nonetheless it was the impact of events that took place over the last two years of his life that would stretched and test this very “loving and caring” nature of his to the “breaking point” and beyond, leaving a powerful lesson on the journey of passing through “the eye of the needle”.  


“If we study the lives of great men and women carefully and unemotionally we find that, invariably, greatness was developed, tested and revealed through the darker periods of their lives. One of the largest tributaries of the RIVER OF GREATNESS is always the STREAM OF ADVERSITY.”

-Cavett Robert


In 2009 Mr. Ang’s only child, his beloved daughter, finished her SPM and decided to pursue her studies in Medicine. She started her studies in 2009 and one could see the pride and joy in both Mr. Ang and his wife. They were indeed happy and proud parents. Nothing was spared to provide her with the best that they could afford, even going to the extent of buying her a brand new car for her use. Things were going fine until sometime in mid 2010 when his daughter’s grades suddenly began to fall as she started acting oddly. Then the unthinkable happened, she ran away from home, eloping with a young man she had recently met while abandoning her studies and her dreams to become a doctor. She was only 18.



This impacted both Mr. Ang and his wife greatly. To see their only child run away from home, abandon her dreams, her loved ones and them, was heart breaking. No effort was spared to find her, reason things out and to reach some kind of compromise but to no avail. Eventually she kept minimum contact; married the young man who she had ran away with without informing them and months later became pregnant with her first child.


Mr. Ang’s world was rudely turned inside out. Not only was he disappointed but terribly hurt. I guess that parents alone can understand the amount of effort, love and sacrifice made through the years to bring up their children but to be at the receiving end of such behavior in return is almost unbearable; one can only imagine the deep sense of betrayal that Mr. Ang and his wife endured: the dark doubts that entered their minds, the painful questions that they faced, the crisis of faith and the deep sense of loss and emptiness that eclipsed them. Dealing with the “death” of their daughter and their hopes and dreams was excruciatingly painful.


Then on the 25th of February this year, Mr. Ang was diagnosed with stage four lung cancers and given six months to live. He was only 54. This came as a massive shock to him as he experienced no ill health over the years. It brought much disarray to him and his wife. Just a few months before he had “lost” his only daughter and now, without any opportunity to recover and heal from that blow, he was dealt with more shocking news. One can only imagine his “burden” of anguish and confusion. I remember my own sadness and confusion when I heard the news, quietly whispering that life had a way of allowing “bad things to happen to good folks” like Mr. Ang and his wife!



“Indeed one’s faith in one’s plans and methods is truly tested when the horizon before one is the blackest.”

-Mahatma Gandhi


Here’s the thing with such situations, when life throws us not just a “curve ball” but everything it has including the sink, we only have one of two options: to “get bitter” or “get better”.


“Gold is tested by fire, people by God”

-Chinese Proverbs


It would have been really easy for Mr. Ang to get “bitter”, to hate the “hand of cards” that fate had handed him despite all the good he had done. The amount of unrelenting pain and discomfort he had to endure, frequent hospital admissions and emergencies, lung taps, chemotherapy and radiation treatments that brought horrifying side effects, cardiac treatments and the realization that he was fighting a loosing battle, could have easily left him “burdened”, “encumbered” and “attached” to bitterness, anger, unforgiveness and self pity.


However, the choice that Mr. Ang took was to “get better”, not physically, but mentally, emotionally and spiritually. It was here that I witnessed his journey of passing through the eye of the needle, a process of “letting go and embracing” what looked or seemed like “loss” but was in fact the passage and passing into the “Kingdom” where true wealth and lasting happiness lay.



“The greatest achievement is selflessness.
The greatest worth is self-mastery.
The greatest quality is seeking to serve others.
The greatest precept is continual awareness.
The greatest medicine is the emptiness of everything.
The greatest action is not conforming with the worlds ways.
The greatest magic is transmuting the passions.
The greatest generosity is non-attachment.
The greatest goodness is a peaceful mind.
The greatest patience is humility.
The greatest effort is not concerned with results.
The greatest meditation is a mind that lets go.
The greatest wisdom is seeing through appearances.”


 (11th century Tibetan Buddhist master)


The following is my account and perspective of the “pearl of great value” which he left behind in this choice to get better and make the journey through the eye of the needle”.  


Forgiving, Letting Go and Restoring:

The journey of unconditional love, unending mercy and gentle self giving.


“Forgiveness is Truth itself, it is Righteousness, it is the Veda.

 It is the Supreme virtue in this world.

 Hence, all people should develop the quality of forgiveness.”

-Sri Sathya Sai Baba


During the months of debilitating impairment and break down of everything familiar to him, Mr. Ang made a choice that shocked many: he chooses to forgive his daughter. Here was a man and a father who was hurt beyond measure by the daughter he loved so very much, his only child, who sparingly visited him even after learning of his terminal illness, make the choice to break the cycle of hurt, anger and resentment. A decision that was strongly opposed by those closest to him because of their genuine concern of not wanting to see him gets hurt again.        


Needless to say, Mr. Ang stood by his decision to forgive his daughter and then going one step further, “restored” her to the family and her “status” as his only beloved daughter. What do I mean by this? Well, not only did he embrace her and welcome her back into the family.



By this act of mercy, Mr. Ang intentionally choose to opt out of the cycle of anger, hatred and resentment, without needing or waiting for his daughter to repent or change. He did not need to hate and to resent to find justice or fairness, to “get back” what he loss or to “correct” the fractured relationship. He simply “let go”: making the critical distinction between the person of his daughter who he loved dearly and her behavior. His was a “divine” choice; one that many would not have even contemplated.


“Blessed are the merciful, for they will be shown mercy.”

-Matthew 5:7


“Forgiveness is to set a prisoner free, and to realize the prisoner was you.”

- Corrie Ten Boom,

a survivor of a Nazi concentration camp during the Holocaust


It was a decision that went against much of what contemporary culture preaches regarding hurts; where the memory of past offenses and traumas are made into a “sacred cow” and victims are encouraged to nag at them, relive the experience over and over again, conjure toxic beliefs about themselves and life from them and to seek “closure” only by some form of vindictive payback. A culture where hatred and anger is regarded as strength rather than a poison that destroys relationships, snubs out inner peace and kills the soul.


The choice to get better instead of bitter amidst so much discomfort, uncertainty and ultimately the weakening and break down of his physical body, also saw Mr. Ang never stopped smiling and gently greeting anyone who came to visit him, cracking his very own unique brand of jokes, never wanting to trouble or burden anyone with any request of help or assistance, always concerned about his students studies and never failing to encourage them, was eternally grateful to his mother in law for cooking for him and his brother in law for his endearing support, madly in love with his beloved wife who he never wanted to burden anymore than he could, ever polite with the nurses and doctors who treated him, humble and simple in his request for prayer, ever hopeful even in the darkest hours of his life with the fighting spirit of a warrior and the surrendering heart of a humble servant. If anything, his illness, though testing and laboring, brought all these qualities of his to its finest expression.


“Faith given back to us after a night of doubt is a stronger thing, and far more valuable to us than faith that has never been tested.”

-Elizabeth Goudge


What is the “pearl of great value” that I picked up? It was the gentle reminder of the importance of loving unconditionally, practicing unending mercy and gently giving of oneself in service minus the need for recognition and applause. This was how Mr. Ang loved, showed mercy and served: being the proverbial “man behind the scene” who kept the show going. These qualities were the foundation of life, his beliefs and acts of service and love and they were ever so glaring in his “divine” act of forgiving, “letting go” and restoring his daughter to himself, the family and to life itself.



If one could merge all these qualities into one, it would simply be unconditional love: to love others passionately regardless of their actions, to withhold revenge and punishment by forgiving and gently giving to others that which is unmerited by them through selfless service. That was how Mr. Ang lived his life and left behind a legacy of great value to all those who knew him, an experience of grace.


“The only way love can last a lifetime is if it’s unconditional. The truth is this: love is not determined by the one being loved but rather by the one choosing to love.”

- Stephen Kendrick, The Love Dare 


As I sat behind the huge crowd during the final day of his wake and listened to numerous eulogies by his colleagues, students, relatives and family members, I realized just how much Mr. Ang had impacted the lives of so many individuals. For me though, he stood out as an example of one who passed the test of the journey through the “eye of the needle”; passing through the “smallest hole possible” by the grace of God, unattached, unencumbered and unburdened by the external and insignificant incidentals of this life into the Kingdom because he loved unconditionally, showed unending mercy and gently gave himself in selfless service.



“Service is the highest spiritual discipline. Prayer and meditation, or knowledge of scripture and Vedanta (holy scriptures of India), cannot help you reach the goal as quickly as service can. Service has a double effect, it extinguishes the ego and gives bliss.”

-Sri Sathya Sai Baba


I miss you my dear friend. I will miss the times we sat together during your last months chatting, wondering, questioning, laughing, sitting in silence and praying together. You have left me and the many who knew you a pearl of great value and my prayer is that someday I will be able to achieve at least half of what you have achieved. Rest in peace dear one, your suffering has ended. Enjoy now your reward and eternal blessings!                             


The song below, angle, is a tribute to my dear brother and friend Mr. Ang Tun Seng….may you find peace in the arms of angles. Thank you for the “pearl of great value.”



Stay committed to transcending, transforming and transferring value back to your world!


Catch new blogs fortnightly at let us know what you think below.


Conrad Rozario is the founder of Alchemy Resources, a cutting edge human potential and peak performance development company inMalaysia. He has more than 15 years experience in people development from the diverse fields of Sales, Marketing, Customer Engagement and Service, Business Management and Talent Development. He is a Certified & Licensed Neuro Semantics and Neuro-Linguistics Programming (NLP) Trainer from the International Society of Neuro –Semantics,USA, a Master Practitioner in Neuro Semantics and NLP (ISNS,USA) and a Language and Behavior Profiling for Coaching Practitioner. He holds a MBA fromGordon University,Illinois,USA.