The IKEA spirit is strong and living reality. Simplicity in our behavior gives us strength. Simplicity and humbleness characterize us in our relations with each others, our suppliers and our customers.

You can do so much in ten minutes' time. Ten minutes, once gone, are gone for good. Divide your life into 10-minute units and sacrifice as few of them as possible in meaningless activity.

We have to still develop the IKEA group. We need many billions of Swiss francs to take on China or Russia.

Happiness is not reaching your goal. Happiness is being on the way.

Time is your most important resource. You can do so much in ten minutes. Ten minutes; once gone is gone for good.

Simple routine have a greater impact. It is not just to cut costs that we avoid luxury hotels. We do not need fancy cars, posh titles, tailor made uniforms or other status symbols.

I'm stingy and I'm proud of the reputation.