Making mistakes is the privilege of the active. It is always the mediocre people who are negative, who spend their time proving that they were not wrong.

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

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

Ikea people do not drive flashy cars or stay at luxury hotels.

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.

What is good for our customers is also in the long run good for us.

IKEA is not completely perfect. It irritates me to hear it said that IKEA is the best company in the world. We are going the right way to becoming it but we are not there yet.