Everything we earn we need as a reserve.

Simplicity and common sense should characterize planning and strategic direction.

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

If there is such a thing as good leadership, it is to give a good example. I have to do so for all the Ikea employees.

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

It was our duty to expand. Those who cannot or will not join us are to be pitied. What we want to do, we can do and will do, together. A glorious future!

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.