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Build a Brand Like Trader Joe's Kindle Edition
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He promises that in case you don't like the book he will personally send you a check with your money back. I was sold on that.
The beginning it is somehow boring and kind of cliche, but after he starts talking about his Trader Joes experience it is awesome.
If you never been to a TJs it will be hard to relate,it really shows you that face to face retail cannot be replaced and there is great value in it.
To me it says that instead of being "corporate" TJ understands the old sales adage that "people buy from people."