In my experience as a communications coach for some of the world's largest brands, I can tell you that successful leaders read more books than the average person. In fact, they not only read more books, they adopt the strategies they learn. The story of Trader Joe's is a good example of how the power of books can shape your ideas or new business. Trader Joe's founder, Joe Coulombe, wrote his memoir, Becoming Trader Joe, but never saw it published. He died at the age of 89. 

“Becoming Trader Joe” is light on biographical narrative; Coulombe does not seem to be the sort of businessman who believes in self-mythologizing. In fact, he was in no hurry to publish a memoir. Thinking about the hallmarks of the Trader Joe’s brand, it’s easy to imagine Coulombe as a progressive idealist, obsessed with the idea that his business was helping to make the world a better place. As the leader of a profit-driven company, he did not try to sell his colleagues or readers on the illusion that he was first and foremost a do-gooder.

There are many keys to creating a thriving company, and [Joe] Coulombe shares them all in "Becoming Trader Joe" a memoir and how-to-succeed in business chronicle. We can only guess how Joe would have managed the current pandemic, but it's safe to say that he would have been well-informed and ever ready to adapt.

There are two iconic pieces of signage in Los Angeles. One is big and tall and says “Hollywood,” the other is small and red and says “Trader Joe’s.” This book is much more than a how-to guide. Moving from the 1960's to the 1990's, it is also a tour of California's shifting economy and culture guided by one of its most original thinkers. If there is a better description of LA's evolution over the years, I don't know one.