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Becoming Trader Joe
- How I Did Business My Way and Still Beat the Big Guys
- Narrated by: Mark Smeby
- Length: 7 hrs and 33 mins
- Unabridged Audiobook
- Categories: Business & Careers, Management & Leadership
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Publisher's Summary
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 people 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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What listeners say about Becoming Trader Joe
Average Customer RatingsReviews - Please select the tabs below to change the source of reviews.
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Overall
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Performance
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- Maria Francesca
- 06-26-21
Many mispronunciations
The narrator mispronounces many words: Plantagenet, Riordan, La Cienega, Veuve Clicquot…why did no one correct him?
8 people found this helpful
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- Susan Sirlin
- 03-15-22
Trade Joe’s employee
I found the story to be very fascinating as I’ve been an employee of Trader Joes for 20 years and close family members have worked for the company since the Pronto Market days. I definitely recommend.
3 people found this helpful
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- Amazon Customer
- 08-22-21
Lots of value in this one
Whichever side of the retail experience you’re on, and especially if you run a bricks and mortar operation or lease to someone that does, check this book out. Short book, tons of nuggets. The value quotient is massive. Tons of respect for the business of @traderjoes and how it was built.
3 people found this helpful
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- Elin Ritchie
- 04-22-22
Great story
I love business stories and I love Trader Joe’s so this is a great combo. The voice actor lacks depth of understanding and it comes through. Still, I probably wouldn’t have read the book if not done in audio.
1 person found this helpful
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- Joe Scerbo
- 12-07-21
I love the store even more
Joe writes a great, thoughtful and meaningful book on his legacy and the history of Trader Joe’s. I really enjoyed how he intertwined the history of business in the United States over the last 70 years as well.
1 person found this helpful
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- RogerPasadena
- 11-08-21
Smart, Fun, Fascinating — For Fans & Unbelievers Alike
An excellent, amusing, engaging look at the origin of Trader Joe’s, and the demise or rebirth of a number of other late 20th century retail institutions.
Alternately revelatory of how we TJ shoppers have been expertly profiled, and confirmatory of the strong feelings we Trader Joe’s fans have for our favorite market chain, this is a must-read for TJ fans and haters alike. And if you were in Southern California, especially in and around Pasadena, in the 60’s, 70s, or 80s, the book is a fascinating look behind the curtain at places, events, and institutions you may well remember.
The audiobook is worthwhile, and engagingly read by the narrator. The only negative is there are a number of oddly pronounced or mispronounced words — not enough to detract from the book, but enough that an “over educated and under paid” TJ customer will notice. Half-a-dozen pick-ups could fix that single flaw.
Read it; audio-read it. Excellent and interesting.
1 person found this helpful
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- Sueandresen
- 08-21-21
Seems Like an Ad for Trader Joe's
This book is interesting for a while, but quickly devolves into the author blowing his own horn and talking about how well he did everything. In that sense, it is not interesting for long. I haven't been able to finish it--doesn't seem like there is a reason to. I love the store but the story is not nearly as compelling!
1 person found this helpful
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- Thomas F.
- 12-21-21
Full of himself!
This book would be very helpful if you wanted to recreate Trader Joe’s, otherwise just a trip down memory lane for JC. Some interesting points but not an entire book…
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- RB Player
- 10-09-21
neat story, learned a lot
a lot of history I didn't know, Plus a lot on leadership and growing or fixing companies
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- Shogun
- 07-07-21
Loved it
Great insight, hyper informative. Joe is a joy to “listen” too. Learned a lot from his recounting of his business life.