HIGHLIGHTS: Jesper Brodin - CEO of IKEA

Nicolai Tangen, CEO of the Norwegian Sovereign Wealth Fund, interviews Jesper Brodin, CEO of IKEA. The conversation begins with a discussion of the IKEA customer experience, focusing on the intentional design elements from the founder, Ingvar Kamprad. Brodin details IKEA's "democratic design" philosophy, encompassing function, quality, form, sustainability, and low price. He shares anecdotes about Kamprad's personality and business approach. The discussion then shifts to IKEA's digital transformation, its response to the pandemic, and the role of AI in its future. Finally, Brodin discusses his approach to encouraging risk-taking within the company, including his "banana card" initiative to support employees in taking chances. He concludes by outlining his vision for IKEA's growth and commitment to ethical and sustainable business practices over the next decade.