So let’s get one thing clear.
You are not a bag of peanut butter pretzels, however delicious they may be.
But there are some things we can learn and apply from TJ’s value number two:
“2. Product-driven. Our strategy emphasizes price, product, access, service, and experience. We want to excel at one, be very good at another, and meet customer expectations on the others.”
If you have been inside a Trader Joe’s store, you have had this thought:
“Well, well, well…I never knew how badly I needed an Everything but the Bagel Sesame Seasoning Blend. But now I do.”
That’s because Trader Joe’s has a way of presenting ideas that excite us and make us say,
“Thank you! What was I even doing pre-Cinnamon Bun Spread?!”
Product = Solution.
When we’re living true to our values, we present solutions to the table people for problems they didn’t even know they had.
There’s the practical solution: I can sing those notes, say those words, look pretty cute while doing so, and I’m kiiiindofa a joy to be with seven hours a day, six days a week…
Then there’s the shiny, irreplaceable realness of you that comes out when you’re focused on what you love to do and what you care most about. Again, back to your values.
If we’re auditioning for a show, the price for our services is usually in a predetermined range.
We are in charge of the product. The word comes from Latin, and it means to bring forward. I love that. It’s generous.
Then the other three aspects fall into line: access (to our heart and emotional life), service (to the story), and experience (one that is real, human, and leaves everyone better than before).