A better everyday life means getting away from status and conventions -- being freer and more at ease as human beings.
People say I am cheap, and I don't mind if they do.
What is good for our customers is also in the long run good for us.
I'm stingy and I'm proud of the reputation.
Making mistakes is the privilege of the active - of those who can correct their mistakes and put them right.
Waste of resources is a mortal sin at IKEA.