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

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" If there is such a thing as good leadership, it is to give a good example. I have to do so for all the Ikea employees. "

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" 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! "

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" I see my task as serving the majority of people. The question is, how do you find out what they want, how best to serve them? My answer is to stay close to ordinary people because, at heart, I am one of them. "

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" If we want to be cost-conscious, we should do it, not just talk about how cost-conscious we are. "

" I decided that the stock market was not an option for IKEA. I knew that only a long-term perspective could secure our growth plans, and I didn't want IKEA to become dependent on financial institutions. "

" When the first million came in, I felt, 'My God, now I'm really independent.' That was a fantastic experience. "

" I feel many responsibilities - to our customers, to our employees, to the environment, to the world at large. But I don't want to feel responsible to investors, to outsiders with financial concerns that may differ from those of the welfare of IKEA. "

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