（6）与众不同 | 宜家英格瓦《一个家具商的宣言The Testament of a Furniture Dealer 》

作者：英格瓦 坎普拉德

6 Doing it a different way

If we from the start had consulted experts about whether a little community like Älmhult could support a company like IKEA, they would have undoubtedly advised against it. Nevertheless, Älmhult is now home to one of the world’s biggest operations in the home furnishings business.

By always asking why we are doing this or that, we can find new paths. By refusing to accept a pattern simply because it is well established, we make progress. We dare to do things differently! Not just in large matters, but in solving small everyday problems too.

It is no coincidence that our buyers go to a window factory for table legs and a shirt factory for cushions. It is quite simply the answer to the question “why”.

Our protest against convention is not protest for its own sake: it is a deliberate expression of our constant search for development and improvement.

Maintaining and developing the dynamism of our business is one of our most important tasks. That is why I hope, for example, that we will never have two identical stores. We know that the latest one is bound to have several things wrong with it, but, all things considered, it will still be the best yet. Dynamism and the desire to experiment must continually lead us forward. “Why” will remain an important key word.

与众不同

如果当初我们向专家咨询意见，能否在阿姆霍特这样的小地方创建宜家这样的大公司，毫无疑问他们一定会极力反对。然而，当今最大的家具企业之一就坐落在阿姆霍特。

正因为我们经常问自己“为什么要这样做或那样做”，我们闯出了新路。

不墨守成规，我们取得了进步。我们敢于与众不同！无论是制定重大决策，还是处理日常事务。

我们的采购员向窗户生产厂采购桌腿，向衬衫厂定制椅子坐垫，这些决非偶然。而是在提出“为什么”之后得出的结论。

对固有模式的质疑，并非为了质疑而质疑。而是为了不断发展和改进，深思熟虑后的表达。

我们的发展必须是潮气蓬勃、富有活力的。所以我希望我们永远不要有两家一模一样的商场。我们知道，新商场总会有美中不足的地方，但它终将是最好的。勇于尝试的动力和欲望将引领我们不断前进。“为什么”将永远是一个重要的关键词汇。