Coulombe, who died last February, at the age of eighty-nine, was one of the very few business leaders who could make minor discounts on the price of eggs feel monumental on the page. He tells plenty of these kinds of fun-fact-laden business tales in Becoming Trader Joe...an unusually colorful and sensible business guide that refuses to glamorize entrepreneurship ... For anyone who has visited a Trader Joe’s and experienced its dazzling array of foods, its bargain-basement prices, and its cheerful and hyper-competent staff, and wondered, What’s the catch?, Becoming Trader Joe provides many of the answers, most of which are satisfying and delightful. The book is a sort of Kitchen Confidential for the grocery business, but without the drugs or rage. In the age of Jeff Bezos and an endless stream of news about worker exploitation and corporate imperialism, it’s nice to go behind the scenes of a beloved national chain without uncovering insidious forces at work ... we gain plenty of insight into Coulombe through how he describes the trajectory of his company ... Coulombe’s rudimentary, instinct-driven business philosophies can feel like revelations ... Parts of Becoming Trader Joe are too relentlessly focussed on intricate economic principles to be interesting to anyone outside of business school, but even these sections offer up entertaining details about Coulombe’s decision-making.
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