num_pages: 288
description: Build an iconic shopping experience that your customers loveand a work environment that your employees love being a part ofusing this blueprint from Trader Joes 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 Joes 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 
language: English
title: Becoming Trader Joe: How I Did Business My Way and Still Beat the Big Guys
publisher: HarperCollins Leadership