"In Becoming Trader Joe, Joe shares the lessons he learned by challenging the status quo and rethinking the way a business operated--from bringing in unusual products from around the world and promoting them in Fearless Flyer, to giving his stores a tiki theme to reinforce the exotic trader ship concept. Joe shows readers 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 how you do business leads to powerful results. How to build a business around your values and identity"--,Back cover.