How you can stumble into business success like Trader Joe’s
Trader Joe’s is an iconic American business. It’s cult-like. I know people who will drive far out of their way to visit these stores. They are so popular they are nearly on the level of a local tourist attraction!
Here is a typical comment from my friend Sunshine Woodyard:
I’m obsessed with Trader Joe’s, I picked where to buy a house based on proximity to one.
I need to back up here and mention that Trader Joe’s is a grocery store. Research consistently shows that people hate going to grocery stores. It’s ranked right above going to the dentist. So this is a truly legendary brand.
I was doing research to figure out how Trader Joe’s achieved this rare status. How did they completely break the mold and make people feel like they belong to a grocery store?
So I read the founder’s autobiography Becoming Trader Joe to figure this out. What was the grand vision and strategy that created this historic level of success and customer intimacy?
I found the answer. And oh my, was I disappointed.
But there’s a good lesson ahead …
