Buildaniconicshoppingexperiencethatyourcustomerslove--andaworkenvironmentthatyouremployeeslovebeingapartof--usingthisblueprintfromTraderJoe’svisionaryfounder,JoeCoulombe.Infuseyourorganizationwithadistinctpersonalityandculturethatdrawscustomersinawaythatsimplycompetingonpricecannot.JoeCoulombefoundedwhatwouldbecomeTraderJoe’sinthelate1960sandhelpedshapeitintothebeloved,quirkyfoodchainitistoday.Realizingearlyonthathecouldnotcompeteandwinbyplayingthesamegamehisbiggercompetitorswereplaying,hedecidedtobuildastoreforeducatedpeopleofsomewhatmodestmeans.HebroughtinunusualproductsfromaroundtheworldandpromotedthemintheFearlessFlyer,providingcustomerswithbackgroundonhowtheyweresourcedandtheirnutritionalvalue.HealsogavethestoresatikithemetoreinforcetheexotictradershipconceptwithemployeeswearingHawaiianshirts.Inthisway,Joelaiddownablueprintforotherbusinessownerstofollowtobuildtheirownuniqueshoppingexperiencethatcustomerslove,andaworkenvironmentthatemployeeslovebeingapartof.InBecomingTraderJoe,Joesharesthelessonshelearnedbychallengingthestatusquoandrethinkingthewayabusinessoperates.Heshowsreadersofalltypes:Howmovingfromapureanalyticalapproachtoamorecreative,problem-solvingapproachcandriveinnovation.Howfindinganaffluentnicheofpassionatecustomerscanbeabetterstrategythancompetingonpriceandvolume.Howquestioningallaspectsofthewayyoudobusinessleadstopowerfulresults.Howtobuildabusinessaroundyourvaluesandidentity.
