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

4.3 out of 5 stars 848 ratings

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

What You'll Learn From Joe Coulombe

Jack Canfield, Campbells, Chicken Soup for the Soul Series, Trader Joe's

Jonathan Levin, Stanford Graduate School of Business, Trader Joe's

Bob Rosenberg, Dunkin Donuts, Trader Joe's

Trader Joe's, Joe Coulombe, Standford
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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
  • Publication date ‏ : ‎ June 22, 2021
  • Language ‏ : ‎ English
  • Print length ‏ : ‎ 288 pages
  • ISBN-10 ‏ : ‎ 1400225434
  • ISBN-13 ‏ : ‎ 978-1400225439
  • Item Weight ‏ : ‎ 10.4 ounces
  • Dimensions ‏ : ‎ 5.46 x 0.79 x 8.36 inches
  • Customer Reviews:
    4.3 out of 5 stars 848 ratings

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Customer reviews

4.3 out of 5 stars
848 global ratings

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Customers say

Customers find the book to be a must-read with a breezily written account, and one customer notes it's steeped in the history of Southern California. Moreover, the book contains great marketing lore and anecdotes, with one customer highlighting its excellent insights into successful retail business practices.

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7 customers mention "Story quality"7 positive0 negative

Customers find the book's story fascinating and appreciate its true nature, with one customer noting it is steeped in the history of Southern California.

"...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...." Read more

"Very interesting story of history of TJ." Read more

"Super interesting story. Thought my dad would love this so giving it to him for Christmas...." Read more

"...As a huge fan of Trader Joe's I loved learning about its history and the logic behind their decisions...." Read more

5 customers mention "Lore"5 positive0 negative

Customers appreciate the marketing lore and anecdotes in the book, with one customer noting it provides excellent insights into successful retail business practices.

"Very interesting. Lots of retail info. Very candid." Read more

"Lots of history and business tips but shows how TJs evolved into what it is now and why its so special" Read more

"...written account of the history of the store, with great marketing lore and anecdotes...." Read more

"Filled with interesting details of the ups and downs of running a business, with much wisdom for any young person just starting a career ...." Read more

A Fascinating timeline and history of a beloved store!
4 out of 5 stars
A Fascinating timeline and history of a beloved store!
Full disclosure... Trader Joe's is my happy place! I'm currently heading up a project to try to get one in our town so, when I saw this book you know I just had to read it! This book gives the reader, presumably Trader Joe's fans, a behind the scenes look to how the stores came to be and a bit of a timeline for Joe Coulombe, AKA... Trader Joe. I found this book to be a fascinating behind the scenes peak into how grocery stores are run but not only that, a peek at how Joe was truly a visionary! Ahead of his time in so many ways, ahead of the trends. The first store to introduce almond butter, the way they purchased and sold wines, milk, cheeses and so many more products! Their policies regarding employees, pay and benefits... Always ahead of their competitors, and still are to this day! I have personally talked to many Trader Joe's employees... They love their job, love the company they work for, and love the pay and benefits! This book can get a bit technical at times and read a little bit more like a "how to do business book". Part business book, part memoir...If it gets a bit technical for you, I suggest speed reading through those parts to the next interesting chapter for you. Trust me, there's something in this book for everyone and I personally found it so very interesting! Now, I need to plan my next trip to Trader Joe's... Do you shop with a list or let the spirit of Joe guide you? I usually do a bit of both but, I think I'll let Joe guide me on my next trip 😁
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Top reviews from the United States

  • Reviewed in the United States on June 7, 2025
    Format: PaperbackVerified Purchase
    Very interesting. Lots of retail info. Very candid.
  • Reviewed in the United States on January 11, 2025
    Format: PaperbackVerified Purchase
    We go to Trader Joe's every week, and we love this place. It has so many unique items that are different from other grocery stores. when I found this book, I ordered it, and I can't wait to know more about TJ.
  • Reviewed in the United States on April 8, 2025
    Format: PaperbackVerified Purchase
    Lots of history and business tips but shows how TJs evolved into what it is now and why its so special
  • Reviewed in the United States on December 29, 2023
    Format: KindleVerified Purchase
    I have referred many people to check out this book and bought it when it first came out June 21, 2021. After going through the book a few times there are so many lessons to absorb and I am able to review the ideas with Joe Coulombe Jr, the son of Trader Joe’s Founder. Joe and I have been friends for almost 20 years as we were both at Microsoft in the same group. With Joe Jr’s retirement from Microsoft we can chat more often and part of our discussions regularly are around points made by his dad.

    What helps to learn from Joe is that when I read the words of Joe Sr, Joe Jr says he hears the words from his dad. As we discuss the words we visualize how to apply the ideas now. One example is the following from page 93.

    “ The fundamental job of a retailer is to buy goods whole, cut them into pieces, and sell the pieces to the ultimate consumers. This is the most important mental construct I can impart to those of you who want to enter retailing.”

    When I read this I reversed it to composing many pieces into a whole that has higher value meets the needs of consumers. Almost everything is either decomposition from whole into pieces or composition of pieces into wholes. Simple yet powerful. And would not have learned this lesson without reading the book and sharing it with Joe Jr.
    3 people found this helpful
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  • Reviewed in the United States on February 24, 2025
    Format: PaperbackVerified Purchase
    Too vague for my liking. Maybe he had to write that way because of privacy laws to protect Trader Joe's?
    Many better business memoirs out there.
    One person found this helpful
    Report
  • Reviewed in the United States on January 26, 2025
    Format: PaperbackVerified Purchase
    As a loyal Trader Joe's customer I wanted to know the secrets of its ongoing successes. This book revealed how the company evolved and became what it is today.
  • Reviewed in the United States on April 15, 2023
    Format: PaperbackVerified 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.
    One person found this helpful
    Report
  • Reviewed in the United States on January 21, 2025
    Format: PaperbackVerified Purchase
    Great Book

Top reviews from other countries

  • stanley magda
    5.0 out of 5 stars Read This.
    Reviewed in Canada on September 3, 2021
    Format: PaperbackVerified Purchase
    A great guide to business and life success.
  • Mavericosh
    5.0 out of 5 stars Superb
    Reviewed in India on June 24, 2025
    Format: PaperbackVerified Purchase
    Interesting journey, after reading this I realized how i messed up my retail counter. Joe is technical sound and from Stanford, which can be seem in his all decision, minute details they way they used mechanical scales.
  • Tanya
    5.0 out of 5 stars A good overview of retail
    Reviewed in India on March 25, 2024
    Format: PaperbackVerified Purchase
    This book came in good condition. Loved the first hand experience shared by chief.
  • Amazon Customer
    1.0 out of 5 stars Book
    Reviewed in Canada on October 27, 2022
    Format: PaperbackVerified Purchase
    He is not a good writer and I lost interest. To bad because I like his stores very much