"I see my task as serving the majority of people. The question is, how do you find out what they want..." — Ingvar Kamprad

I look at the money I'm about to spend on myself and ask if IKEA's customers could afford it.

I've paid an awful lot of lawyers to protect what I've built. I can only hope the money was well spent.

My theory was that good furniture could be priced so that the man with the flat wallet would be attracted to it, would make a place for it in his spending, and could afford it.

We don't need flashy cars, impressive titles, uniforms, or other status symbols. We rely on our strength and our will!