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Becoming Trader Joe: 

How I Did Business My Way and Still Beat the Big Guys

Roll up your sleeves because you're going to LOVE JOE's STORY as much as you LOVE GOING into the STORE!

This is the real story of the evolution of one of the most loved businesses in American history: Trader Joe's.

Written by "Joe" himself (with Patty Civalleri), this book is packed with ideas to inspire today's entrepreneurs on the road to building their own success stories. 

Joe Coulombe founded what would become Trader Joe’s in the late 1960s and helped shape it into the beloved, 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.

Are you an ENTREPRENEUR?

Joe has excellent tips and advise, and he shows you how to 'see' things the way he did: Quality, integrity, uniqueness, perseverance. This book will help you to find a clear path toward your goals. How did he choose products? How did he see his customers? How did he treat his employees? Joe set out to create a business with a 'cult' following. Did he succeed? Can you?