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