The tone is conversational, one man’s view of the world through the wine, spirit and grocery business, filled with the type of puns, literary references and bold-faced pronouncements that mark the store’s signage and its legendary promotional leaflet, the Fearless Flyer ... Though clearly written for fellow entrepreneurs and business types — for all his folksiness, Coulombe had an MBA from Stanford — and published under HarperCollins’ Leadership imprint, Becoming Trader Joe is much more than a 'how-to' guide. Moving from the 1960s to the 1990s, it is also a tour of California’s shifting economy and culture, guided by one of its most original thinkers ... From the moment it begins at the Tail O’ the Cock on La Cienega Boulevard, Coulombe’s tale is a crazy-like-a-fox exploration of California culture through the lens of one wildly creative and well-read man always looking for a new way over, around or through. Entrepreneurs will no doubt find plenty of inspiration, but fans will find a fascinating origin story.
Any student of social trends, logistics, and supply chains will learn much from Coulombe’s pages and the stern dicta they contain ... Sure to be required reading in business school—and for fans of Coulombe’s creation as well.
... inspiring and revealing ... Coulombe also offers an excellent road map for success in life more generally, showing how determination and a willingness to try new things can save the day. Readers interested in the fascinating history behind a beloved brand—and entrepreneurs looking for guidance on how to think out of the box—need look no further.