A company that feels it has reached its goal will quickly stagnate and lose its vitality.

Ikea people do not drive flashy cars or stay at luxury hotels.

Our idea is to serve everybody, including people with little money.

Everything we earn we need as a reserve.

Happiness is not reaching your goal. Happiness is being on the way.

Time is your most important resource.

If you want to maximize results, it’s not enough to simply preach, you have to set a good example. I am very proud to follow the rules of our company.

Only those who are asleep make no mistakes.

Simplicity and common sense should characterize planning and strategic direction.

It is better to be a bit stingy than throw money out of the window.

I’m not afraid of turning 80 and I have lots of things to do. I don’t have time for dying.

Creativity and believing in your work is absolutely a necessary part of success.

I’m stingy and I’m proud of the reputation.

Waste of resources is a mortal sin at IKEA.

Being humble isn’t the same as keeping a low profile.

People say I am cheap, and I don’t mind if they do.

The IKEA spirit is strong and living reality.

We have to find more time for ourselves and to regain respect for the environment in which we live.

Simple routines have a greater impact. It is not just to cut costs that we avoid luxury hotels.