Trader Joe’s knows

Anyone pondering the challenges of differentiation should check out a recent blurb in Reveries about Trader Joe’s. It’s full of nuggets. Like a really simple, clear customer profile that instantly clicked: “…people who are well-educated, well-traveled, and underpaid.” Or products from all over the world with unique stories, ultimately chosen for their potential to become “addictive.” And more.

I’m not really a Trader Joe’s guy myself—not that I am overpaid or anything…but they obviously know something about marketing.