Oh sure, we could sell your favorite Trader Joe's products online, but that's not who we are. We could collect data about you, but that's really not who we are. We strive to make shopping at Trader Joe's an enjoyable experience, a fun adventure. For many, a Trader Joe's store has long been the place to buy wine, and they ask us, "How do you do it – offer such great wines at such great prices?" We'll show you the secret on a trip to Napa Valley, California. And why are Trader Joe's Crew Members so happy, anyway? The answer is surprisingly simple. Also, the inspirational advice that one customer gave TJ's CEO.

Episode 4 Transcript (PDF)