Loonshots: How to Nurture the Crazy Ideas That Win Wars, Cure Diseases, and Transform Industries

by Safi Bahcall

Furniture-store owners retaliated by forbidding designers to work with Kamprad. He was forced to hire his own designers. That led to original IKEA brands and style—furniture you own but can’t pronounce: Poäng, Alvangen, Grundvattnet.