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...

Article content posted via Adweek Feed. See the original article here.