Includes index

Foreword / by Leroy D. Watson -- Preface: What's in a name? -- A trader Joe's sampler -- How we got there -- Mac the Knife -- First I sell, then I leave -- Addendum: Post de-partum

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

Coulombe founded what would become Trader Joe's in the late 1960s and helped shape it into the 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. Buying unusual products from around the world, he provided customers with background on how they were sourced and their nutritional value. Here he shares the lessons he learned by challenging the status quo and rethinking the way a business operates. -- adapted from back cover and Amazon info