Sheena Iyengar, a decision-making expert at Columbia Business School, and former Trader Joe's advertising executive Mark Gardner, discuss the grocery chain's unique principles. They explore how Trader Joe's unconventional business model, with its limited product selection and engagement strategy, fosters customer loyalty. The conversation delves into how too many choices can confuse consumers, illuminating the paradox of choice. They highlight the store’s minimalistic experience and collaborative culture, suggesting valuable lessons for governance and consumer behavior.
