Today we are going deep on Trader Joe's and I'll kick things off with a quote from their employee handbook. 

"Why do customers shop at Trader Joe's? Our people are warm and friendly. It's fun and an adventure. They find unexpected products. They'll experience cheap thrills. Our people are helpful and knowledgeable.They know that we have tested each product to ensure quality and satisfaction. They trust us. You're going to have to be a special person to make sure that when every customer leaves the store, they think to themselves, that was fun. And I got a good deal. When that happens. No one can touch us."

Perhaps not the description you would expect about a gross free train. That is exactly the magic of Trader Joe's. It's just...different.

The three of us love Trader Joe's product, but we love founder Joe Coulombe even more. He's a true polymath, always finding inspiration and insight from unlikely sources. And Wrote one of our very favorite corporate histories, becoming Trader Joe's.