IKEA—Ingvar Kamprad’s startup from 1943
Talks with Petri
The Open Your Wallet
The open your wallet is actually the term used in English so always at the beginning I think still today in a Kia stores you will find some big baskets with something that costs next to nothing. Putting it of course in an IKEA bag which is hanging there. And then psychologically at least that was his thinking I can't sort of say anything else he. He made people kind of ready open their wallet so that now I can buy the next one the next thing and the next things and so on. So how did it work is he observing and commenting or was he letting you guys do the work? No I was me and people like me would be very silent and just following.
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