We’ve advised clients on many of the strategies Trader Joe’s deliberately ignored, including loyalty programs, app integrations and carefully timed promotions. And yet, by doing the opposite, Trader Joe’s turned those choices into a $16 billion empire and a fiercely loyal following.
The lesson isn’t that rules don’t matter. It’s that success comes from applying discipline, focus and brand-loyal rigor only in ways the organization is ready to execute. The real question: are we chasing an approach because it fits our capabilities, or simply because it’s labeled “best practice”?