Becoming Trader Joe

Becoming Trader Joe is a founder's story about making a store different on purpose. Coulombe writes about products, prices, workers, and the strange collection of choices that became a clear brand. I like it because the business did not become memorable through a slogan alone. Customers could feel the point of view in the shelves and the service. A buyer values that kind of clear identity when it can survive the founder. That is harder than it sounds!