Jacoline Loewen: Ikea, Where's the Video Instructions?

April 12, 2011

Ikea, Where's the Video Instructions? | Mark Evans Tech

IKEA is a wonderful place to visit but their product does not look the same at home - for me, their book cases need to be secured to the wall. I am glad for modern technology as my books and CDs seem to be dwindling in volume. Mark Evans made me laugh with his return to IKEA:

After swearing off buying anything from Ikea as a rite of passage in becoming a real adult, I succumbed recently in an effort to refurbish the home office without pillaging the corporate bank account. The magic about Ikea is how wonderful they make everything look. You stroll through the showroom and the world seems like your oyster…until you get everything home and suddenly realize it has to be assembled.
So, you unpack all the boxes, pull out parts, which includes lots and lots of little pieces (screws, widgets, etc.) and hunt for the instructions. What’s amazing is the instructions haven’t changed in years; they’re still black and white, no-frills, step-by-step instructions that assume everything is just so easy to follow.
Wrong.

Needless to say, the assembly process is frustrating, time-consuming and a serious threat to relationships if you do it with someone else. And you end up with extra parts, which I’m pretty sure Ikea doesn’t supply as a convenience.

It struck me there are some easy things Ikea could do to make things a lot better and easier. First, it needs to colour-code its instructions and the parts to remove a lot of guess-work that goes into assembling things.

Second, Ikea really, really needs to embrace video.

Ikea, Where's the Video Instructions? | Mark Evans Tech

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Invited as expert on BNN The Pitch, CBC, Dragons' Den and published by National Post, Globe & Mail, Leadership, Business Entrepreneurs, The Journal, Women's Post, as well as author of three books.

Money Magnet by J. Loewen - Book Review

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See Jacoline Loewen on BNN TV Show The Pitch

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Rick Spence, National Post, review

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You can read a much longer excerpt from Loewen's book at

post by Rick Spence, Canadian Entrepreneur

Wealth Management

April 12, 2011

Ikea, Where's the Video Instructions? | Mark Evans Tech

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