The quirky little grocery chain with California roots and German ownership has a lot to teach all of us about choice architecture, efficiency, frugality, collaboration, and team spirit. SOURCES:Kirk DesErmia, facilities manager in Seward, Alaska.Mark Gardiner, journalist and author.Sheena Iyengar, professor of business at Columbia Business School.Michael Roberto, professor of management at Bryant University. RESOURCES:“Trader Joe’s,” David Ager and Michael Roberto (Harvard Business School Case, 2014).“What Brands Are Actually Behind Trader Joe’s Snacks?,” Vince Dixon (Eater, 2017).Build a Brand Like Trader Joe’s by Mark Gardiner (2012).“When Choice is Demotivating: Can One Desire Too Much of a Good Thing?,” Sheena Iyengar and Mark Lepper (Journal of Personality and Social Psychology, 2000).Unlocking Creativity, by Michael Roberto (2019). EXTRAS:“How Can This Possibly Be True?,” by Freakonomics Radio (2016).“How to Save $1 Billion Without Even Trying,” by Freakonomics Radio (2016).
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