Completing the Customer’s Mission

We’re more than just a grocery store;

we’re a restaurant and a premier brand.

—John Mackey, founder and co-CEO, Whole Foods

One of the greatest success stories over the last two decades has been the growth of Whole Foods Market. The grocer’s share performance increased over 3,000 percent between 1994 and 2014, more than eight times the return of the corresponding S&P 500 index.1 Many factors contributed to this: an innovative concept, premium positioning in an organic food supertrend, and, critically, a philosophy of partnering with customers in their broader “journeys.” This last point, the premise behind journey edges, is the subject of this chapter.

The Journey Analogy

Edge strategy ...

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