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. 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 purely 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 to build a business around your values and identity.