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.

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

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.

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!

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.

Simplicity and common sense should characterize planning and strategic direction.

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.