Linus Karlsson (CCO- IKEA): TEDxAthens had it all

TEDxAthens 2024 took place on Saturday, October 5, 2024 in Athens and brought together technology, art, innovation and human creativity. More than 2,500 TEDxTers attended and over 3,100 viewers watched it via livestreaming.

On the occasion of his appearance at this year’s TEDxAthens and his talk on the ways in which creativity can transform the business landscape, emeastartups.com and Dimitra Triantafyllaki spoke with Linus Karlsson, Chief Creative Officer (CCO) of IKEA. Linus Karlsson is not only a CCO, but also an author, designer, entrepreneur, strategist, one of the 50 most influential CMO’s in the world according to Forbes, among other titles that demonstrate his creative mindset but also his constant evolution, a man with a deep knowledge of business.

emeastartups.com: Tell us about your experience at this year’s TEDx Athens, what are your impressions and feelings? 

Linus Karlsson: It was an outstanding world-class event, both how it was organized but also the experience in itself. To me, it’s so special that it takes place in Athens, it’s like visiting the original source code of modern thinking.” 

emeastartups.com: How important are events like TEDx Athens so that there is live interaction and people with knowledge and experience can exchange ideas that make a difference in the business industry and in general?

Linus Karlsson: It’s everything. All creativity and ideas are about the room you create. How open, friendly and collaborative is the room? TEDxAthens had it all, you could almost physically touch the creativity. It’s very tangible which I find inspiring. Additionally, speaking of the vibe in the room, it’s clear to me that Athens one of the most progressive and creative places in the world right now.”

emeastartups.com:Can you share with us, as you have already done with those who attended TEDx Athens, the ways in which creativity can transform the business landscape?

Linus Karlsson: I was talking about the importance of play, not just for children but also in business, politics and society at large. We desperately need more play in our lives, because play is the foundation for learning for life. It’s what makes us human, and what need more of right now since so much of our lives is about performance. Our global Play Report at IKEA and the United Nations also recognizes this with the International Day of Play.

emeastartups.com: In our era with the rise and dominance of AI, how ready are businesses to enter the new era, what steps should they take and what needs extra attention in this new path?

Linus Karlsson: What does a child to when they get a new toy? They break it, and they’re not breaking it because they’re not liking it. They are breaking it because they want to see how it works. I think we are in the “play era” of figuring out AI. We need to play more with it and break it apart more so we can fully understand how it can be useful to our lives and our business. Once again, play!”

emeastartups.com: New technologies, sustainability, ESG, people-centered inclusion, are the new ideas that dominate. How easily can companies integrate these new needs into their operations? 

Linus Karlsson: I am not sure I look at it as operations but rather culture. An open, inclusive and friendly culture in which people feel empowered and encouraged to have ideas, tend to have an easier time to adapt and embrace new things. In my mind, culture is everything. Focus of culture, an inspired culture always wins.

emeastartups.com: What has it at IKEA since you took over as CCO, what are your next steps and goals?

Linus Karlsson: I spend half of my time in our range/product development, and the other half in marketing communications. My job is to make sure they’re connected, and makes sense to the many people. It’s a never-ending task and I love it.

emeastartups.com: CCO at IKEA, writer designer, entrepreneur, strategist, are just some of the roles and positions you hold. How do you manage to combine it all, how demanding is your daily life and where do you put perhaps more emphasis on, at present?

Linus Karlsson:  The way I see it is that I am in the business of ideas. Of course, you can’t do everything at the same time, but I also don’t want to put limits on what interests me. To me, it all connects. I feel very lucky that I am able to make a living coming up with ideas. Unfortunately, it’s not a 9-5 job, and I am always, constantly practicing. 

emeastartups.com: What is the number one piece of advice you would give to someone involved in the business world, what to look out for at the beginning of their business trip? 

Linus Karlsson:  Don’t be too obsessed with what you know. Be curious with what you don’t know. You learn more by listening than talking.