The Brilliance!


We’re really internet and we’re really back. A website about things Benjamin , Chuck , Virgil , and various friends & guests think are interesting. Little-to-no specific focus, a bit odd, speling errors, and incredibly culturally relevant.


371 small

Ikea: We won’t stop, because we can’t stop.

I thought I told you that we won’t stop. Take that, take that. Sorry…the little Diddy style intro was corny. Look…I love Ikea. I don’t care what any of the furniture snobs say. Because we all know they have some Ikea in their homes as well. So I was walking thru the corporate headquarters entry-way of one of my client’s today…and the November 14th issue of Business Week with the Ikea cover story caught my eye. Wow. What a wild look at the inside of Ikea and what makes them so unbelievable. They, along with Apple and others, epitomize what a ‘cult’ brand is. Did you know they only have 12 full-time designers? 80 freelancers…but still, 12 seems so small. Must be a wild to work there. Anyway…from their designs, their price points, their marketing, their manufacturing outsourcing, their intensely intricate demographic research, their insane profit margin, their growth-pattern etc…they are hands down one of the most fascinating brands to watch and learn from. Really…they are so inspiring. Side note, I was at the new Ikea in Bolingbrook this weekend…fun trip as always….but I wouldn’t recommend the $.99 breakfast. The article is split up on Business Week’s site, so just search ‘Ikea’.