Ben Gilbert: belief

Transcript context

…Well, regardless of its veracity or not, Ingvar does not like remembering product numbers and codes and catalog. He decides that he’s going to give a name and not a product code or number to all these furniture pieces. Yes, this is the beginning of IKEA product naming conventions. Do you know, though—I actually had no idea until I started researching—what these general naming conventions are within IKEA today? I think so. I think different product categories are named after different things, like rivers, and certain furniture is named almost like conference room naming at companies. Yes. Products are usually named after Scandinavian locations. I think Swedish locations are used for sofas and coffee tables, like the core part of the line. Norwegian locations (I think) are used for beds, Danish locations for textiles. Then some of the smaller goods like lamps are season lakes. Outdoor furniture is islands, I think.…

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