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

To design a desk which may cost $1,000 is easy for a furniture designer but to design a functional and good desk which shall cost only $50 can only be done by the very best

I'm a bit tight with money, but so what? I look at the money I'm about to spend on myself and ask myself if IKEA's customers can afford it... I could regularly travel first class, but having money in abundance doesn't seem like a good reason to waste it.. 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.

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.

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.

The most dangerous poison is the feeling of achievement. The antidote is to every evening think what can be done better tomorrow.

Everything we earn we need as a reserve.