* An essential resource for original business ideas, strategy and branding * How a single store grew into a $30-billion global market-leader * 100 per cent equity retained since the company was founded * Includes the IKEA briefing given to top management * The only warts-and-all view by a C-suite insider and right-hand man of its founder IKEA-branded products are bought all over the world - from the Americas to the Far East. This is the only book to tell from the inside with candour the IKEA story and how one man created its astonishing success from a modest furniture store in rural Sweden. Remarkably, the founding family still holds all of IKEA's shares. Its unorthodox business philosophy has proven so successful that IKEA's meteoric expansion continues to be financed from the company's cash flow only. Without attracting public scrutiny, its founder became the richest man in the world while making IKEA a unique phenomenon among fast-growing businesses.