IKEA employees are inspired to work hard by an anecdote from their Swedish founder, Ingvar Kamprad, who told how he was berated by his father for failing repeatedly to get out of bed to milk the cows on his family’s farm. In an essay he recounts how one day he got an alarm clock. "‘Now by jiminy, I’m going to start a new life,’ he determined, setting the alarm for twenty to six and removing the ‘off button.’" Ingvar Kamprad is an example of a .