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Becoming Trader Joe
- How I Did Business My Way and Still Beat the Big Guys
- Narrated by: Mark Smeby
- Length: 7 hrs and 33 mins
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Publisher's summary
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.
Infuse your organization with a distinct personality and culture that draws customers in a way that simply competing on price cannot.
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. He brought in unusual products from around the world and promoted them in the Fearless Flyer, providing customers with background on how they were sourced and their nutritional value. He also gave the stores a tiki theme to reinforce the exotic trader ship concept with employees wearing Hawaiian shirts.
In this way, Joe laid down a blueprint for other business owners to follow to build their own unique shopping experience that customers love and a work environment that employees love being a part of.
In Becoming Trader Joe, Joe shares the lessons he learned by challenging the status quo and rethinking the way a business operates. He shows people 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.
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Author of the extremely popular "Dear Economist" column in Financial Times, Tim Harford reveals the economics behind everyday phenomena in this highly entertaining and informative book. Can a book about economics be fun to read? It can when Harford takes the reins, using his trademark wit to explain why it costs an arm and a leg to buy a cappuccino and why it's nearly impossible to purchase a decent used car.
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Everyone needs to know this.
- By Paul Norwood on 04-24-06
By: Tim Harford
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The Art of Business Wars
- Battle-Tested Lessons for Leaders and Entrepreneurs from History's Greatest Rivalries
- By: David Brown
- Narrated by: David Brown
- Length: 11 hrs and 56 mins
- Unabridged
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Based on the chart-topping Business Wars podcast, stories, and lessons from history’s greatest business rivalries, interspersed with audio clips from the podcast. Using Chinese military genius Sun Tzu’s strategies as a guide, Brown examines why some companies triumph while others crumble....
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Just a repeat of the pod cast…..
- By Vm2008 on 02-01-22
By: David Brown
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Wine Wars
- The Curse of the Blue Nun, the Miracle of Two Buck Chuck, and the Revenge of the Terroirists
- By: Mike Veseth
- Narrated by: Clinton Wade
- Length: 8 hrs and 31 mins
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Writing with wit and verve, Mike Veseth (a.k.a. the Wine Economist) tells the compelling story of the war between the market trends that are redrawing the world wine map and the terroirists who resist them. Wine and the wine business are at a critical crossroad today, transformed by three powerful forces. Veseth begins with the first force, globalization, which is shifting the center of the wine world as global wine markets provide enthusiasts with a rich but overwhelming array of choices.
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Narration Tanks an Otherwise-Interesting Book
- By Gian on 02-21-14
By: Mike Veseth
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High-Hanging Fruit
- Build Something Great by Going Where No One Else WIll
- By: Mark Rampolla
- Narrated by: Mark Rampolla
- Length: 6 hrs and 51 mins
- Unabridged
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When Mark Rampolla filled a notebook with potential start-up ideas, his wife asked him some tough questions. What about this idea is exciting, beyond the possibility of a profit? How will it fit into a life that makes you and your family happy? How will it change the world? Eventually Mark found his great idea: coconut water. He had seen the developing world use coconut water, but this valuable resource was being discarded in the US. While taking on the beverage industry was a big goal - high-hanging fruit - it was worth the risk.
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10 Chapter Infomercial
- By KIM WILLIAMSON on 02-16-20
By: Mark Rampolla
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Eat People
- An Unapologetic Plan for Entrepreneurial Success
- By: Andy Kessler
- Narrated by: Walter Dixon
- Length: 7 hrs and 13 mins
- Unabridged
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Here's how entrepreneurs find the next big thing-and make it huge. The era of easy money and easy jobs is officially over. Today, we're all entrepreneurs, and the tides of change threaten to capsize anyone who plays it safe. Taking risks is the name of the game - but how can you tell a smart bet from a stupid gamble? Andy Kessler offers 12 surprising and controversial rules for these radical entrepreneurs.
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One of the best business books!
- By Wayne on 11-24-15
By: Andy Kessler
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Fifty Inventions That Shaped the Modern Economy
- By: Tim Harford
- Narrated by: Roger Davis
- Length: 9 hrs and 16 mins
- Unabridged
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Fifty Inventions That Shaped the Modern Economy paints an epic picture of change in an intimate way by telling the stories of the tools, people, and ideas that had far-reaching consequences for all of us. From the plough to artificial intelligence, from Gillette's disposable razor to IKEA's Billy bookcase, best-selling author and Financial Times columnist Tim Harford recounts each invention's own curious, surprising, and memorable story.
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Thought provoking
- By Paul Norris on 09-10-17
By: Tim Harford
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The Automatic Customer
- Creating a Subscription Business in Any Industry
- By: John Warrillow
- Narrated by: Don Hagen
- Length: 5 hrs and 15 mins
- Unabridged
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The lifeblood of your business is repeat customers. But customers can be fickle, markets shift, and competitors are ruthless. So how do you ensure a steady flow of repeat business? The secret--no matter what industry you're in--is finding and keeping automatic customers. These days virtually anything you need can be purchased through a subscription, with more convenience than ever before.
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Can be applied to almost any business
- By C Mason on 02-25-15
By: John Warrillow
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The Wawa Way
- How a Funny Name and Six Core Values Revolutionized Convenience
- By: Bob Andelman, Howard Stoeckel
- Narrated by: Dana Hickox
- Length: 6 hrs and 12 mins
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Grahame Wood opened the first Wawa Food Market in 1964 as an outlet for Wawa dairy products. Since then, the convenience store has grown into a well-known company that competes against the biggest industry players in the world in three areas: fuel, convenience, and food, all while maintaining their personal approach and small business mentality. Now, almost 50 years later, Wawa has opened its first store in Florida and begun to play on the national field. How did it happen?
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Great outline for success at anything...
- By Friend on 09-29-15
By: Bob Andelman, and others
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The Reinventors
- How Extraordinary Companies Pursue Radical Continuous Change
- By: Jason Jennings
- Narrated by: Jason Jennings
- Length: 6 hrs and 10 mins
- Unabridged
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Eventually every job and every business will become irrelevant. According to Jason Jennings, the past few decades have seen unprecedented shifts: former third-world nations have transformed themselves into high-tech manufacturing powerhouses; technology has democratized business and increased competition in ways never before seen; and customers, used to getting exactly what they want when they want it, are no longer beholden to the corporate giants.
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Good advice
- By Myers on 07-28-18
By: Jason Jennings
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Play Nice but Win
- A CEO's Journey from Founder to Leader
- By: Michael Dell, James Kaplan
- Narrated by: Michael Dell
- Length: 10 hrs and 35 mins
- Unabridged
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In 1984, soon-to-be college dropout Michael Dell hid signs of his fledgling PC business in the bathroom of his University of Texas dorm room. Almost 30 years later, at the pinnacle of his success as founder and leader of Dell Technologies, he found himself embroiled in a battle for his company’s survival. What he’d do next could ensure its legacy — or destroy it completely.
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Not perfect, but worth a listen
- By James S. on 11-09-21
By: Michael Dell, and others
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The Yugo
- The Rise and Fall of the Worst Car in History
- By: Jason Vuic
- Narrated by: Erik Synnestvedt
- Length: 8 hrs and 57 mins
- Unabridged
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Six months after its American introduction in 1985, the Yugo was a punch line; within a year, it was a staple of late-night comedy. By 2000, NPR's Car Talk declared it "the worst car of the millennium." And for most Americans that's where the story begins and ends. Hardly. The short, unhappy life of the car, the men who built it, the men who imported it, and the decade that embraced and discarded it is rollicking and astounding, and it is one of the greatest untold business-cum-morality tales of the 1980s.
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Better Than The Car!
- By Chris Reich on 08-25-10
By: Jason Vuic
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Street Smarts
- An All-Purpose Tool Kit for Entrepreneurs
- By: Norm Brodsky, Bo Burlingham
- Narrated by: Sean Pratt
- Length: 10 hrs and 8 mins
- Unabridged
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People starting out in business tend to seek step-by-step formulas or rules, but in reality there are no magic bullets. Rather, says veteran company-builder Norm Brodsky, there's a mentality that helps street- smart entrepreneurs solve problems and pursue opportunities as they arise. Brodsky shares his hard-earned wisdom every month in Inc. magazine, in the hugely popular "Street Smarts" column he cowrites with Bo Burlingham. Now they've adapted their best advice into a comprehensive guide for anyone running a small business.
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This great audio was originally called The Knack!
- By morton on 12-16-11
By: Norm Brodsky, and others
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Meatball Sundae
- By: Seth Godin
- Narrated by: Seth Godin
- Length: 4 hrs and 51 mins
- Unabridged
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Performance
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New Marketing, whose tools include things like MySpace, You Tube, Web sites, permission marketing, cable TV, and viral techniques, is reshaping our world. But many companies try to use the tools without first getting their organization and products in sync with them. The result: what Seth Godin calls a "meatball sundae". A big, ineffective mess.
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Meatball Godin
- By Oliver Nielsen on 09-11-08
By: Seth Godin
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Achievement often comes at a cost. Angst, restlessness, frayed relationships, exhaustion, and even substance abuse can be the unwanted side effects of an obsession with outward performance. While the high of occasional wins can keep you going for a while, playing into the always-on, never enough hustle culture ultimately takes a serious toll.
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What listeners say about Becoming Trader Joe
Average customer ratingsReviews - Please select the tabs below to change the source of reviews.
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Overall
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Performance
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- Ehud Shavit
- 06-25-22
Candid, Balnced, Educational
I never set a foot in Traders-Joe (I live in Israel). I got to this book following Lorr's "The Secret Life of Groceries" as part of my retail self-education journey.
However, I found the story highly interesting for any entrepreneur or business manager. This did not come as surprise as Lorr already described this intelligent, deep, and clear-looking mind of Joe Coulombe. This was like learning a dozen MBA case studies in one book.
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- Hamutal Schieber
- 03-26-24
Better than any marketing course I’ve taken
I feel lucky to have been privy to the method behind the cult that is Trader Joe’s. The principles, the learnings, unveiling so much of the Supply Side and M&A strategy, employee management, and of course branding and marketing. I definitely recommend for anyone interested in business and strategy.
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- Shogun
- 07-07-21
Loved it
Great insight, hyper informative. Joe is a joy to “listen” too. Learned a lot from his recounting of his business life.
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- G.A. Schmidt
- 01-27-24
So many reasons to love this book
I thoroughly enjoyed the basic story of Becoming Trader Joe. It was an easy listen, a refreshing style that was informative and entertaining without being heavy or cumbersome.
Even more than I expected, I REALLY enjoyed the history lesson in this story. I had HORRIBLE history teachers growing up (one was fired for sexual harassment, one regularly fell asleep in the coat closet, I could go on and on). If you are interested in business, politics or leadership, this is a MUST READ. Understanding the history of economics is a great lesson, and this story reveals more than just the players and the numbers. Joe shows over and over that success is more than buying and selling. His intuition for the personal experience and his wise analysis for decision making is undeniably keen. I question whether it can be taught. Some less educated people seem to have an innate ability to lead as Joe did/does, while other highly educated people just "don't get it".
The many references to literary quotes indicate he is a very well read man, open to learning from the wisdom of others, and proof that leaders are readers.
Highly recommended!
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- Patrick Rigg
- 02-19-24
fine book
book was good, nothing spectacular. he does seem very honest versus too many books being ego driven
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- Sueandresen
- 08-21-21
Seems Like an Ad for Trader Joe's
This book is interesting for a while, but quickly devolves into the author blowing his own horn and talking about how well he did everything. In that sense, it is not interesting for long. I haven't been able to finish it--doesn't seem like there is a reason to. I love the store but the story is not nearly as compelling!
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4 people found this helpful
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- RB Player
- 10-09-21
neat story, learned a lot
a lot of history I didn't know, Plus a lot on leadership and growing or fixing companies
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- Atwater Books
- 06-09-23
This should be turned in to a 4 year course
One of the single most interesting, informative, and inspiring books I've ever read. Yes, I might be a bit biased, having grown up in Southern CA during the golden age of TJ's, but even if you've never visited a store, any budding or existing business owner or entrepreneur will surely walk away from this book with endless notes. It's one of the few audio books that I wish I had gotten in print, simply because it's easier to highlight and revisit. Do yourself a favor and get BOTH.
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- Susan Sirlin
- 03-15-22
Trade Joe’s employee
I found the story to be very fascinating as I’ve been an employee of Trader Joes for 20 years and close family members have worked for the company since the Pronto Market days. I definitely recommend.
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6 people found this helpful
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- Joe Scerbo
- 12-07-21
I love the store even more
Joe writes a great, thoughtful and meaningful book on his legacy and the history of Trader Joe’s. I really enjoyed how he intertwined the history of business in the United States over the last 70 years as well.
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2 people found this helpful