Joe Coulombe is one of the most intelligent, creative, and thoughtful CEOs I've read about in the past ten to twenty years. He grew Trader Joe's into one of the most successful and iconic brands in the grocery industry before he sold the business in 1979.Patty Civalleri is the co-author of Becoming Trader Joe and was a dear friend of this gifted entrepreneur. In this episode, we touch on his compensation philosophy, creative marketing strategies, the books he read, product knowledge, and saying no to the big brands.