Overview

Build an iconic shopping experience that your customers love--and a work environment that your employees love being a part of--using this blueprint from Trader Joe's visionary founder, Joe Coulombe. Infuse your organization with a distinct personality and culture that draws customers in a way that simply competing on price cannot. Joe Coulombe founded what would become Trader Joe's in the late 1960s and helped shape it into the beloved, quirky food chain it is today. Realizing early on that he could not compete and win by playing the same game his bigger competitors were playing, he decided to build a store for educated people of somewhat modest means. He brought in unusual products from around the world and promoted them in the Fearless Flyer, providing customers with background on how they were sourced and their nutritional value. He also gave the stores a tiki theme to reinforce the exotic trader ship concept with employees wearing Hawaiian shirts. In this way, Joe laid down a blueprint for other business owners to follow to build their own unique shopping experience that customers love, and a work environment that employees love being a part of. In Becoming Trader Joe, Joe shares the lessons he learned by challenging the status quo and rethinking the way a business operates. He shows readers of all types: How moving from a pure analytical approach to a more creative, problem-solving approach can drive innovation. How finding an affluent niche of passionate customers can be a better strategy than competing on price and volume. How questioning all aspects of the way you do business leads to powerful results. How to build a business around your values and identity

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"""A memoir wrapped in a handbook for would-be entrepreneurs. Coulombe was a born wheeler-dealer...Any student of social trends, logistics, and supply chains will learn much from Coulombe's pages...Sure to be required reading in business school--and for fans of Coulombe's creation as well."" -- ""Kirkus Reviews"""

Author Information

Joseph Hardin Coulombe (1930--2020) was an American entrepreneur. He founded the grocery store Trader Joe's in 1967 and ran it until his retirement in 1988. He graduated from Stanford University in 1952 with a degree in economics and earned an MBA from the Stanford Graduate School of Business in 1954. Mark Smeby is on a journey to discover the reality of hope, provide tools and resources to help people understand it for themselves, and then share their stories of how they live hope. Smeby travels around the country delivering messages of hope at live events with his speaking and music.

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