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 Trade Joe, Joe shares the lessons he learned by challenging the status quo and rethinking the way a business operates-from bringing in unusual products from around the world and promoting them in the Fearless Flyer, to giving his stores a tiki theme to reinforce the exotic trader ship concept. Joe 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.