The IKEA spirit is strong and living reality.

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.

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

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.

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.

To do business with a clear conscience is an attitude that pays.

The most dangerous poison is the feeling of achievement.

What you do is infinitely more important than how you do it.

Many a false step was made by standing still.

Dreamlining is so named because it applies timelines to what most would consider dreams.

Ninety-nine per cent of people believe they can't do great things, so they aim for mediocrity.

Reality is negotiable.