#104 Ingvar Kamprad (IKEA‪)‬

In "Leading by Design: The IKEA Story," Bertil Torekull chronicles the life and philosophy of Ingvar Kamprad, the founder of IKEA, whose humble beginnings in a remote, frigid part of Sweden shaped his vision for the company. Kamprad, who started IKEA at 17, built an empire on the principles of simplicity, cost-cutting, and self-sufficiency, aiming to serve "the many" with quality, affordable furniture. Despite his immense success and a net worth of $58 billion, Kamprad faced challenges, including supplier boycotts and internal conflicts, but his innovative solutions, such as self-assembled furniture and a complex ownership structure, ensured IKEA's growth and his goal of giving the firm "eternal life." Kamprad's reflective and often emotional approach reveals a man who, despite regrets over personal sacrifices, including family time, remained a maverick at heart, constantly questioning and evolving IKEA's practices to maintain its unique identity and spirit.

• Ingvar Kamprad's family were German immigrants to Sweden.
• His father, influenced by his mother, became a farmer.
• The family started a guest house to supplement income.
• Kamprad's mother was a strong figure, overcoming obstacles and dealing with cancer.
• Kamprad started business deals at a very young age (5 years old).
• Early ventures included selling matches, Christmas cards, fish, and garden seeds.
• Kamprad describes himself primarily as a furniture dealer.

"Only 25. He didn't really want to be a farmer at all, but his mother's word was law, and he became her obedient tool."

• This quote explains the influence of Kamprad's grandmother on his father's career choice.

"My mother was a heroine in silence. She contracted cancer before she was 50. She died at the young age of 53."

• Kamprad's mother was a strong influence, facing challenges with resilience.

"I suppose I was slightly peculiar in that I started tremendously early doing business deals."

• Kamprad had an early start in entrepreneurship, which shaped his business acumen.

• Kamprad's early life experiences fostered his extreme frugality.
• He started his business ventures with small items like matches and seeds.
• Kamprad's entrepreneurial spirit was evident from a young age.
• He was driven by the desire to earn money and help his father financially.
• Kamprad's aversion to debt influenced Ikea's growth strategy, preferring to grow within means.

"The growth of Ikea, if you start something at 17, he still worked on it until he was 91."

• Kamprad's dedication to Ikea spanned his entire adult life.

"This was essentially the only real loan I have taken out in my life, that's bananas."

• Kamprad's reluctance to take on debt was a key factor in his business strategy.

• Kamprad founded Ikea at 17 before attending the School of Commerce.
• Initially, Ikea sold various items through mail order.
• Kamprad focused on finding the simplest and cheapest way to convey goods from the factory to the customer.
• He learned the importance of direct import to ensure the lowest possible price.
• Kamprad studied other businesses and learned from their inefficiencies.
• Ikea began as a side hustle while Kamprad worked as a clerk.

"Thus was the trading firm Ikea founded."

• This quote marks the official start of Ikea as a business entity.

"I went into a shoe shop and saw the old fashioned way they had of selling anything."

• Kamprad observed and learned from the inefficiencies of other businesses.

• Kamprad faced competition and quality issues with mail-order business.
• He recognized the need for customers to physically see and touch the products.
• The decision to display furniture in a permanent exhibition was a turning point for Ikea.
• Kamprad became a furniture dealer officially when he decided to focus solely on furniture and domestic articles.
• The modern Ikea concept was born from the idea of using a catalog to draw customers into a store.

"We were faced with a momentous decision to allow Ikea to die or to find a new way of maintaining the trust of the customer and still making money."

• This quote highlights a critical juncture in Ikea's history where a strategic pivot was necessary.

"The basis of the modern Ikea concept was created."

• The concept of using a catalog to entice customers into a store was a novel approach that became the foundation of Ikea's business model.

• Kamprad learned valuable business lessons from his competitors.
• He recognized the importance of negotiation and the impact of even small price differences.
• Kamprad's interaction with a competitor named Gunner taught him a lifelong business lesson about negotiation.

"One thing you have to learn in business is that $10 on a price can mean everything."

• This quote underscores the significance of negotiation and cost management in business.

• Kamprad's initial interest in furniture was commercial, focusing on selling as much as possible at the lowest price.
• He learned the importance of quality through customer complaints.
• Kamprad's experience with Gunner reinforced the importance of persistence in negotiation.
• Ikea's growth was slow and deliberate, starting as a one-man company and gradually expanding.

"By chance, the furniture trade, which I entered in an attempt to imitate competitors, decided my destiny."

• Kamprad acknowledges that his entry into the furniture business was somewhat accidental but ultimately became his life's work.

• Ingvar Kamprad, the founder of IKEA, created a unique business model combining a mail-order and furniture store.
• He emphasized a step-by-step, ferocious approach to business growth, focusing on long-term success without wasting time.
• The success of IKEA was immediate, creating a strong foundation for the company's future.
• IKEA's opening day was met with massive customer turnout, highlighting the brand's immediate appeal and logistical challenges.
• Kamprad had fears about the store's capacity and the promise of free coffee and buns to visitors.

"Success was immediate and in created the embryo and resource for the store we created five years later. But I have never been so scared in my whole life as when we opened and I saw the line outside, there were at least 1000 people there."

• This quote highlights the immediate success and the overwhelming customer response at IKEA's opening, which was both exciting and daunting for Kamprad.

• IKEA had established unwritten laws by the time of its early success, which later became integral to its corporate culture.
• These laws included helpfulness, thrift, and a strong sense of responsibility.
• Kamprad's meticulous approach to business and culture-building is compared to other notable figures like Henry Royce and Carl Braun.

"Many of our unwritten laws were already written by this time. And he's talking. He's gonna. I'm gonna talk a lot about, because he's got. He's done something I think is extremely smart."

• This quote indicates that IKEA's foundational principles and corporate culture were already forming early in the company's history, setting the stage for its future.

• IKEA focused on translating all costs into clear prices for customers.
• The company's advertising brochures would disclose the cost of their creation, emphasizing the impact of waste on customer prices.
• Kamprad echoes a sentiment similar to Henry Clay Frick's focus on watching costs.

"To this day at Ikea, we try to translate everything into a clear price and state it. Our advertising brochures have on the front or back information on what they cost to compile, often with an indication that is, in the end, the customer who has to pay for whatever we waste."

• This quote reflects IKEA's commitment to cost transparency and the belief that customers should understand the financial implications of waste.

• Kamprad expanded IKEA into a destination with a restaurant, inn, hotel, and pool, transforming his grandfather's old country store.
• The expansion placed significant pressure on the small town where IKEA originated but also brought about positive change and growth.
• Kamprad believed in the power of individuals to change their circumstances and influence the world around them, aligning with Steve Jobs' philosophy.

"Gradually, the pressure on the little town grew even greater and greater. And it wasn't long before, apart from the restaurant, we also had an inn on the site with a hotel and a pool."

• This quote demonstrates how IKEA's growth impacted the local community and turned the store into a broader destination, exceeding expectations.

• Kamprad expressed regret over prioritizing work over family, missing out on his children's upbringing.
• He acknowledges this as his largest regret, highlighting the importance of balancing work and family life.
• Kamprad's emotional reflections are mentioned frequently throughout the book, indicating his deep sense of remorse.

"It was to be one of Ingvar's great sorrows and the cause of some soul searching. That business made him neglect his three sons as they grew up."

• This quote conveys Kamprad's profound sorrow and self-reflection regarding the time lost with his children due to his work commitments.

• Kamprad expressed a longing for the early, smaller days of IKEA when it felt like a close-knit family.
• Despite building a large and successful company, he cherished the memories of working closely with a small team.
• The sentiment reflects a common theme among entrepreneurs who miss the intimacy of their company's early stages.

"The first wonderful time of strong working fellowship with a circle of individuals, all of whom I knew personally, made me dream foolish dreams of it always remaining the same."

• This quote reveals Kamprad's nostalgia for the early days of IKEA, when the company had a strong sense of camaraderie and personal connection.

• Kamprad admits to his weaknesses, including being too trusting and repeating mistakes.
• He shares his personal struggles and insecurities, providing a candid look into his character.
• Kamprad's openness about his faults is rare and provides valuable insights into his journey as an entrepreneur.

"I have not been able to avoid severe losses. Both fiascos and triumphs have marked the history of the firm."

• This quote acknowledges the reality of business challenges and failures, emphasizing that success often comes with setbacks and learning experiences.

• IKEA faced opposition from competitors and industry organizations as it sought to disrupt traditional business models.
• Competitors pressured suppliers to boycott IKEA, leading to significant challenges for the company.
• Kamprad experienced emotional struggles while searching for solutions to these industry conflicts.

"The atmosphere became increasingly rancorous, and Ingvar had many tearful nights. As he lay awake wondering how he could solve the problem."

• This quote illustrates the emotional toll that industry resistance and supplier boycotts took on Kamprad, highlighting the difficulties he faced in establishing IKEA's new business model.

• Ikea's direct-to-customer sales disrupted the traditional model of selling through wholesalers.
• Competitors and organizations attempted to change rules to limit Ikea's growth.
• Ikea faced continuous bans and restrictions at trade fairs and exhibitions.
• Despite opposition, Ikea kept finding creative solutions to circumvent each ban.
• Ikea's resilience and creativity were likened to a "monster with seven heads" by the National Association of Furniture Dealers.
• Ikea's rapid expansion and acquisition of its own exhibition premises ultimately overcame the restrictions.

"Year after year, the same complaints against Ikea were made." This quote highlights the persistent resistance Ikea faced from competitors and organizations within the industry.

"By 1952, restrictions had gone so far that exhibitors were not even allowed to take orders." This quote emphasizes the extreme measures taken to hinder Ikea's business practices.

"Ikea was likened to a monster with seven heads." This metaphor from the National Association of Furniture Dealers illustrates how Ikea's competitors viewed the company's resilience and adaptability.

• Ingvar Kamprad believed in treating suppliers well, paying promptly, and offering cash discounts.
• He imparted the principle of nurturing suppliers to his staff, recognizing the human element in business relationships.
• Kamprad regarded problems as opportunities, leading to Ikea's distinctive self-assembled furniture model.
• The necessity to design Ikea's own furniture due to restrictions led to a unique style and design.
• Self-assembled furniture was initially a solution to reduce transport damage but also resulted in cost savings and lower prices for customers.

"Regard every problem as a possibility." This quote encapsulates Kamprad's approach to challenges, viewing them as opportunities for innovation and improvement.

"We were forced to design our own." This quote indicates the forced innovation that later became a signature aspect of Ikea's business model.

• Ikea's expansion into Poland was a turning point due to the country's transition from communism to a market economy.
• The company's simple and open structure attracted young, well-educated academics.
• Ikea's success in Poland was attributed to giving young people responsibility, allowing for imagination and common sense, and maintaining a humble attitude.
• Kamprad's constant quest for cost reduction drove the company's continuous improvement.

"Because young people were given responsibility, because employees were permitted to use both imagination and common sense." This quote by Ericsson explains the key factors behind Ikea's successful expansion in Poland.

• Ikea's growth process was natural, though not always logical, with each new stage building upon the previous.
• Kamprad's entrepreneurial journey evolved from selling matches to becoming a furniture dealer with a vision beyond money.
• Adversity and opposition led to new opportunities and success for Ikea.
• Competitor blockades prompted Ikea to seek manufacturers outside Sweden, which helped globalize the company.
• Ikea's strategy of reinvesting profits and building reserves was key to its expansion and market success.

"The story of Ikea is a businessman's manual." This quote summarizes the valuable business lessons that can be learned from Ikea's history and growth.

• Kamprad encouraged independence and entrepreneurship among his staff.
• He valued mavericks and independent thinkers, reflecting his own personality.
• Kamprad experienced a painful parting with an economist who betrayed his confidence.
• The founder's emotional yet sometimes cold and distant nature was evident in his management decisions.

"He is susceptible to independent mavericks." This quote describes Kamprad's affinity for employees who exhibit traits similar to his own.

• Kamprad preferred to grow Ikea at a controlled pace, focusing on improving existing operations and developing new ones.
• Going public was seen as potentially harmful, with the risks of media exposure, constant profit pressure, and a loss of vision.
• Kamprad believed that retaining profits within the company was crucial for taking bold decisions and ensuring long-term growth.

"Still today, we want to grow at our own pace." This quote from Ingvar Kamprad reflects his philosophy on controlled growth and internal development over external pressures from going public.

• Kamprad created a unique and complicated ownership structure to ensure Ikea's longevity and independence.
• The structure included various trusts and entities across different countries, designed to protect Ikea from external threats and maintain control.
• Kamprad's ambition was to safeguard Ikea's vision and dynamism for as long as possible.

"No one and nothing was to destroy or endanger his business vision." This quote underscores Kamprad's dedication to preserving Ikea's independence and protecting it from various external influences.

• Ikea's growth necessitated more structure, contrasting with earlier, more frivolous business methods.
• Pioneers of Ikea, compared to Jesus and the disciples, faced criticism as the company expanded.
• Ingvar Kamprad, the founder, allowed for a culture where mavericks could thrive.
• Kamprad preferred action and mistakes over idleness, valuing company spirit (culture) as much as external expansion.

"The pioneers would be accused of being frivolous in their business methods at least four times."

• This quote illustrates the tension between the original, informal business practices and the need for more structure as Ikea grew.

"Ingvar Kamprad has never really had anything against mavericks, however rowdy they are."

• Kamprad's tolerance for nonconformity helped shape Ikea's unique culture.

"Kamprad preferred them to make mistakes rather than be idle."

• Kamprad valued learning through action and mistakes, which is reflective of Ikea's dynamic culture.

• The Ikea way is a set of managerial principles and company culture guidelines.
• "A Furniture Dealer's Testament" is Ikea's internal company textbook, written by Ingvar Kamprad.
• The testament outlines the company's philosophy, including the importance of maintaining a strong company spirit and low costs.
• Managers are trained to be "spiritual ambassadors," preserving Ikea's culture globally.

"Gradually, this insight would lead to a phenomenon that goes under the name of the Ikea way."

• The Ikea way is the culmination of company insights into a formalized set of cultural guidelines.

"The global company's Bible study that takes a furniture dealer's testament as its number one textbook."

• "A Furniture Dealer's Testament" serves as a foundational document for Ikea's corporate philosophy and managerial training.

• Ikea's framework includes ensuring a good cash reserve, owning property, self-financed expansion, and avoiding boasting.
• The company's self-reliance is highlighted by Kamprad's strong reaction to false accusations of Nazi funding.
• The four laws offer a general framework to organize Ikea's operations and principles.

"A good cash reserve must always be insured."

• Financial stability is a core principle of Ikea's business strategy.

"All expansion is to be largely self-financed."

• Ikea's growth strategy emphasizes self-reliance and internal funding.

• Ingvar Kamprad's "The Nine Commandments of Ikea" outlines the company's core values and strategies.
• The commandments emphasize serving the many, maintaining the Ikea spirit, the importance of profit, resourcefulness, simplicity, innovation, concentration, responsibility, and continuous improvement.
• The document is compared to a chef's cookbook, offering a recipe for Ikea's unique approach to business.

"We have decided once and for all to side with the many."

• Ikea's focus is on serving the broader customer base, which aligns with its low-cost strategy.

"Profit gives us resources."

• Profit is not seen as a negative but as a necessary resource for growth and improvement.

• Kamprad is portrayed as a misfit who resonates with the outsider, emphasizing humility and a continuous drive for improvement.
• His personal struggles with self-doubt and his underdog mentality are juxtaposed with his success as an entrepreneur.
• Kamprad's identity as a "rebel and friend of the people" reflects his complex personality and business approach.

"A small, naive, 17-year-old entrepreneur fussing over a lost dollar and crying when he's misunderstood."

• This quote captures Kamprad's enduring sense of being an underdog despite his success.

"A rebel and friend of the people, a patriot, and a capitalist, all in the same bargain box."

• Kamprad's multifaceted identity is a testament to his unique approach to business and life.

• The podcast host encourages listeners to read more about Ingvar Kamprad and Ikea's history.
• The host provides an affiliate link for purchasing the book, supporting the author and the podcast.
• The podcast concludes with a reflection on Kamprad's lasting impact and the values he instilled in Ikea.

"Most things still mean to be done. A glorious future."

• Kamprad's forward-looking perspective and belief in continuous progress are highlighted as part of his legacy.