How Sweden's Åkestam Holst Is Chasing Greatness in Its Work and in the Workplace

For years, Ikea positioned itself as “Unboring.” This was standard marketing speak—the notion that even furniture could be exciting. It made some sense for Ikea, a well-liked brand whose products, stylish for their price point, do provoke something of a low-key thrill among shoppers. Still, it was Marketing 101. Take the ordinary, and make it seem extraordinary.