Life The Man Who Founded IKEA and Lived More Modestly Than Most of His Customers
If a stranger had found themselves sitting next to him on a flight, they would have had little reason to believe they were sharing a row with one of the richest men in the world. He flew economy class, drove a fifteen-year-old car, stayed in modest hotels, and often dined in the restaurants of his own company. While other billionaires collected yachts, private jets, and sprawling estates, he insisted that wasting money was one of humanity's greatest sins.
