No Average Joe

When I picked up the LA Times on an early arrival to the office the first Monday in March, something on Page One caught my eye (and yeah, I need a real paper, not an iPad.)

At the bottom right corner, I saw a photo, a name, and two numbers separated by a dash; the name read Joe Coulombe. Joe was the founder of Trader Joe’s and after 89-years, Coulombe had passed away the preceding Friday. The photo showed Joe holding a painting of him holding his granddaughter at his Pasadena home some nine years ago.

So, I’ve put in some significant self-improvement training over the years; the consensus coming from my co-workers is the work will never end. One of the scenarios coming up during the various programs is one of sharing the ideal vision for your life. I’ve been consistent. I always go for Pablo Neruda’s villa (and his wife) as seen in the Italian flick, Il Postino. I include one day a week of Invisalign and six days of being a lazy, wine tasting, intriguing village character. On closing my eyes, the Tyrrhenian island moves seaside to Positano. The relaxed, fulfilled smile I saw coming from Joe, bottom right corner of Page One, looked as if it was being expressed by someone who was living the dream.

I live two blocks from the original Trader Joe’s. I love the shopping experience the way I love exploring books at Vroman’s or playing #17 at Brookside, next to the Rose Bowl. I love soaking up Pasadena’s unique culture. I also loved reading the capsule of Joe’s life and appreciating the review of his marketing instincts and vision; not a bad way to celebrate Monday morning at 6 AM.

And it’s curious how I’m always seeing friends from my fave local restaurants, gym buddies from Equinox, and patients from Pasadena during my weekly multiple Trader Joe’s forays. More than anything else, it’s like a place that welcomes friends and family and fellow travelers. Just touring the aisles and checking out the variety of products on display seems like a review of ports visited and destinations still unchartered. If you’ve signed on for a South Seas neighborhood visit, and you’re not smiling, it’s probably time for a keto fudge bite or a Black Bean and Jack Cheese Burrito or a glass of Oakville Bench Cab.

As I read on, I identified with Joe’s stated target market: “The overeducated and traveled, but underpaid.” And I’m not complaining, but if I could pay myself by the hour…? I also loved Coulombe’s caring for his employees. Joe paid well, provided full benefits, and typically retained employees for 35-years.

In dentistry, why not emulate Trader Joe’s? Why not dare to make the experience fun (it’s part of our purpose written on a sign in the reception area) and have the place look something like a bit of Italy (Brick and wood, floor to ceiling windows revealing atria with fountains in every room, and a restroom labeled “Vespasiani.”) Why not us? We survived 2008 with all jobs and benefits in place, use the best products, average 200-hours of training per year and offer a comfort menu and fresh fruit and beverages. After much consideration, we dropped our Invisalign fee $1000 and included another $1,300 in value because, if Joe was a dentist, I think he would have done the same thing to help teachers, law enforcement, and other hard working citizens and their families have something a little special to stay healthy. I wonder about a Dental Fearless Flyer.

I would have loved the chance to have had Joe as a mentor, even for an hour. Since last Monday, a new written down goal is to have that relaxed, fulfilled smile I saw on Page One.

Why not Dentistry and health care; why not us?