Simplicity and common sense should characterize planning and strategic direction.
We have to still develop the IKEA group. We need many billions of Swiss francs to take on China or Russia.
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.
I'm stingy and I'm proud of the reputation.
What is good for our customers is also in the long run good for us.
Only those who are asleep make no mistakes.