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

A great guide to business and life success.

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. :)

This could have been an interesting book -- the business autobiography of the guy who started Trader Joes. But the book is pretty close to useless and unreadable because it is mostly a collection of disjointed war stories, typically battles with California regulatory agencies involving alcoholic beverages. The author typically fails to explain or give sufficient background so the stories are hard to follow. It is also far from clear why these old stories involving a very different regulatory environment should interest anyone today.. Those who hope to get general insight into retail businesses could probably do better elsewhere.