“
Only those who are asleep make no mistakes. —INGVAR KAMPRAD, founder of IKEA,
”
”
Timothy Ferriss (The 4-Hour Work Week: Escape the 9-5, Live Anywhere and Join the New Rich)
“
The key to IKEA’s initial success was its use of an alternative mental frame of what furniture represents and is used for: not timeless but timely. Yet that frame wasn’t entirely new. It had been in the air. Other sectors were undergoing a transition from the durable to the disposable. Luckily for IKEA’s founder, the furniture sector had not yet, so his repurposed frame gave IKEA an edge.
”
”
Kenneth Cukier (Framers: Human Advantage in an Age of Technology and Turmoil)
“
because the furniture chain’s eccentric billionaire founder Ingvar Kamprad was convinced that the effort invested in buying and assembling his company’s furniture added to its perceived value. When working with IKEA I was once advised: ‘Do not, under any circumstances, suggest ways of making the IKEA experience more convenient. If you do, we shall fire you on the spot.
”
”
Rory Sutherland (Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life)