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Becoming Trader Joe: How I Did Business My Way and Still Beat the Big Guys Paperback – June 22, 2021

by Joe Coulombe (Author), Patty Civalleri

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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.

Print length

288 pages
Language

English
Publisher

HarperCollins Leadership
Publication date

June 22, 2021
Dimensions

5.5 x 0.8 x 8.35 inches
ISBN-10

1400225434
ISBN-13

978-1400225439
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From the Publisher

Trader Joe's, Grocery Store, Walmart, Customers, Blueprint, Guide

What You'll Learn From Joe Coulombe

Editorial Reviews

About the Author

Joseph Hardin Coulombe was an American Entrepreneur. He founded the grocery store Trader Joe’s in 1967 and ran it until his retirement in 1988. Coulombe graduated from Stanford University in 1952 with a degree in Economics. He earned an MBA from the Stanford Graduate School of Business in 1954. Coulombe was a member of Alpha Kappa Lambda. Joe recently passed away on February 28, 2020.

Product details

Publisher ‏ : ‎ HarperCollins Leadership (June 22, 2021)
Language ‏ : ‎ English
Paperback ‏ : ‎ 288 pages
ISBN-10 ‏ : ‎ 1400225434
ISBN-13 ‏ : ‎ 978-1400225439
Item Weight ‏ : ‎ 9.6 ounces
Dimensions ‏ : ‎ 5.5 x 0.8 x 8.35 inches

Best Sellers Rank: #21,398 in Books (See Top 100 in Books)
- #39 in Company Business Profiles (Books)
- #63 in Business Professional's Biographies
- #116 in Entrepreneurship (Books)

Customer Reviews:
4.3 656 ratings

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Patty Civalleri

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As a historian with a passion for global archaeology, Patty Civalleri has traveled for 17 years to the deepest corners of our ancient past in search of lost civilizations all over the planet. She has had the privilege of doing so with some of the foremost archaeologists and scientists in the world.

Patty was the co-author of the best-seller "BECOMING TRADER JOE" the founding story of America's Sweetheart retail grocery brand, with the "real Trader Joe" himself, Joe Coulombe. Joe's voice can be heard in every single sentence as he tells the brilliant, deep, humorous, and sometimes even touching story of how he started Trader Joe's.

In her travel books, Patty presents the world with the same intellectual excitement that has driven her through lost caves, ancient tombs, and historical personalities that have been lost to time. Civalleri sees the world as a huge playground of personal enrichment that is open 24/7 to anyone with an adventurous heart and a curious mind.

Her Travel Books have won over 15 global awards including:

► 2022 GOLD MAGELLAN Award for Destination Excellence: Europe

► The Irwin Award for the Best International Travel Book of the Year

► The Ian Award for the Best Non-Fiction Book of the Year, as well as the Best Travel Book of the Year

As a Public Speaker, Patty's naturally animated personality dominates the stage with a huge variety of discussions including Why & How we can Travel Differently, Deep Italy Travel, the Roman Empire, Renaissance Art History, World Travel, Archaeology & Travel, Women in Egypt, Women & Travel, Applying Trader Joe Tactics to Your Business, and so much more.

Patty enjoys the honor of serving on

► the Director's Council of the Cotsen Institute of Archaeology at the University of California in Los Angeles (UCLA),

► the Board of the Center for Medieval & Renaissance Studies at California State University in Long Beach (CSULB),

►as 2018-2023 Commodore of the Alamitos Bay Chargers boating club in Long Beach, Ca.

►as the 2019-2022 Prospective Member Mentor for the Corsair Yacht Club in Catalina Island, Ca.

►various committees for the Long Beach Yacht Club, Ca.

As a writer, photographer, graphic designer, and technology professional, Patty has had the pleasure of building websites, photographing, marketing, and writing for over a hundred commercial business clients across the US.

Civalleri is an avid cook, mom, sailor, photographer, historian, singer, and classical pianist residing in Long Beach, California.

Customer reviews

4.3 out of 5

656 global ratings

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GreenThumb

Good history

Reviewed in the United States 🇺🇸 on April 15, 2023

Verified Purchase

Interesting to read first hand how Joe built up his store from the beginning. Always fascinating to learn the story behind what you might think you know or have heard only to find out there is so much more than meets the eye. If you like the store, you will find the backstory intriguing.

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BlueDrySky

An entertaining and delightful read

Reviewed in the United States 🇺🇸 on February 13, 2023

Verified Purchase

Joe Coulombe delivers a personal and humorous story of how he created Trader Joe's. He was an amazing, hard-working and honest guy who was just trying to do the right thing for his customers and employees. Anyone who shops or works at Trader Joe's and enjoys the experience will love and enjoy this book.

Helpful

Louie

Explained why I no longer shop there.

Reviewed in the United States 🇺🇸 on April 4, 2022

Verified Purchase

Interesting book. No loss leaders. Whether you like it or not, TJ's will discontinue an SKU that isn't pulling its weight to their standards. Ours do not matter. So many of my favorites have been discontinued, I have no reason to drive there.

Yes, it's a great store with good employees -- here at least. First, they discontinued the Philly Cheese Steak pizza, then they came for the natural, pre-cooked bacon, then they pulled the San Miguel Dark. Maybe something is back, I wouldn't know.

4 people found this helpful

Helpful

Daffodil Farmer

Great Marketing Lore and Anecdotes

Reviewed in the United States 🇺🇸 on October 4, 2021

Verified Purchase

I loved this book. Some background: I have been a Trader Joe's customer for 40 years or so, and still shop there weekly. This is a breezily written account of the history of the store, with great marketing lore and anecdotes. Who knew Trader Joe dominates the 100% maple syrup business, or that the retailer invented the category of almond butter?

The organization is unusual, in that rather than chronological order, the book opens with Trader Joe's greatest marketing hits. The story telling comes across as if you were sitting across the table from an avuncular Joe Coulombe.

I am reviewing the print edition as another review said the Kindle version had editing problems. I only came upon one such problem in the print--a page of text was repeated--but this may because the book was published posthumously. (Joe Coulombe died last year).

I know Trader Joe's to be a fabulous retailer, with top-rate employee relations. After reading the book, I know the store's secrets of success.

15 people found this helpful

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Victor

A Mixed Bag

Reviewed in the United States 🇺🇸 on February 28, 2022

Verified Purchase

Without a doubt, Joe is an eccentric character.

However, there’s much wisdom to mine in this book, both on retail & general business. But, it felt - at times - To come in a roundabout way that exhausted me. I found myself constantly having to get back on the horse due to the roundabout content.

That said, I learned some precious lessons. Especially that insight Joe piggybacked on from Peter Drucker on selling the mailroom.

There are some nuggets in there, but you’ll have to work for them.

6 people found this helpful

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Andrew S

Decent but not stunning read

Reviewed in the United States 🇺🇸 on January 16, 2022

Verified Purchase

Relatively quick read, definitely more focused on the business aspects and some of the idiosyncratic moments that allowed Trader Joe's to develop as an institution.

I think there could have been value from additional perspectives, but it was still a decent read and I enjoyed it.

6 people found this helpful

Helpful

M. Gallas

The Inside story

Reviewed in the United States 🇺🇸 on June 8, 2022

Verified Purchase

I’ve been a Trader Joe shopper for twenty years. It’s more than buying groceries. It’s an experience. The staff is so friendly and helpful. I look forward to my weekly shopping. It’s fun to try their new products. I enjoyed reading about Joe and how he made it the name it is today.

4 people found this helpful

Helpful

Allan Harriman

Fascinating book on a Retail Icon... it should become required reading for all in business school.

Reviewed in the United States 🇺🇸 on June 29, 2021

Verified Purchase

Its always fascinated me how a strong brand is created. In today's overwrought world of MBA's, (and similarly over-educated strategists), we tend to think of multi-million dollar marketing budgets, countless customer focus groups and 100 page powerpoint presentations explaining our "mission statement". Yet we all suspect that's just not true. Great brands seem to come form clear leadership and direction, a passion for serving the customer, and distinguishing yourself from the competition. This book not only explains the transition of TJs from a small also ran brand (Pronto), but places in context the personal beliefs of its top leader and his visions. Can't hype this book enough.

21 people found this helpful

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stanley magda

Read This.

Reviewed in Canada 🇨🇦 on September 3, 2021

Verified Purchase

A great guide to business and life success.

Amazon Customer

Book

Reviewed in Canada 🇨🇦 on October 27, 2022

Verified Purchase

He is not a good writer and I lost interest. To bad because I like his stores very much

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