Becoming Trader Joe: How I Did Business My Way and Still Beat the Big Guys

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.

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.

I am fascinated by this book- just can't put it down. The info is enlightening and entertaining!! This is much more than a story about Joe, it is a history lesson as well. I have learned so much- and loved every minute of it!! 5 stars doesn’t come close - should be 10 stars!! A must read if you shop at Trader Joe’s or have any type of business dealings with the pubic.

If you're in business, this is a must read. Joe's a man of deep insight and I'm mulling over his lessons for my own business. It's his story, of course, but the bigger lesson is: The little guy can study what the big boys are doing (or not doing), can jump into the fray and become a beloved business and royally kick ass. I'd like to think Elon Musk (Tesla, SpaceX, the Boring Company, and others) called up Joe and they had a productive talk...but probably not. :)

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.

Wow, what a well written book! Joe Coulombe writes from the heart in clear and easy to read fashion. He comes across as a humble and hard working individual. Joe shares his successes and failures in forming and operating Trader Joe's. In conclusion he shares personal thoughts on his sale of TJs. As an MBA and avid business reader, I found this book to be an insightful read!

As a loyal TJ's shopper, I was highly curious about how "Trader Joe" Coulombe came to start the chain, and how he turned it into a runaway success. Turns out that Coulombe wrote the whole story, not for publication but just to preserve it. After his death, his heirs discovered what he'd written, and here it is for all TJ's fans to enjoy.

Joe C was both an ornery and an inventive retailer. He tells it like it is as he built the Trader Joe's Franchise. So much more to the story than you can imagine.

A great guide to business and life success.