Have you ever whispered the Trader Joe's prayer right before you black out and wake up with eleven bags of cauliflower gnocchi and a succulent you'll kill by Thursday? This store shouldn't work. No app. No loyalty points. A parking lot designed by someone who hates cars. And yet people drive past three normal grocery stores to shop there like it's a pilgrimage.

The origin story is unhinged. Joe Coulombe realized he couldn't out-7-Eleven 7-Eleven, so he fled to the Caribbean and wrote a manifesto about a customer who didn't exist yet. He predicted exactly what they'd want, what would flatter them, and what would make them feel like they'd discovered something the masses had missed. Then he built a store that runs on psychological tricks most retailers would consider business malpractice. Why won't they put in a loudspeaker? Why do the employees wear Hawaiian shirts? Why is the cheese section a disaster on purpose? Every answer is weirder than you think.

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Dumbify celebrates ideas so weird, wrong, or wildly impractical… they just might be brilliant. Hosted by David Carson, a serial entrepreneur behind multiple hundred-million-dollar companies and the go-to secret weapon for companies looking to unlock new markets through unconventional thinking. Dumbify dives into the messy, counter-intuitive side of creativity — the “dumb” ideas that built empires, broke rules, and ended up changing everything.