"Discovering" your Strategy: Lessons from IKEA's founding story

In the Swedish province of Småland where the founder of IKEA Ingvar lived, the stony land produced poor crops. Farming wasn’t enough to survive. People had to be innovative, creative, strong and stubborn. Families were thrifty, and many became entrepreneurs to make ends meet.In the upcoming episode of Centaur Stage Season 3, I will be sharing the story of how IKEA went from being a countryside store to a global multinational, by “discovering” the right strategy.Watch me on Thursday, May 18 at 3:30 UAE time and click Attend.A special mention goes to Jo Santos who was the first person to share this story with me in his class at INSEAD and who taught me everything I know about emergence. If you would like to read the Testament of a furniture maker click here: https://ikeamuseum.com/en/digital/the-story-of-ikea/the-testament-of-a-furniture-dealer/

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