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"Think of that big-nosed "Ikea man" (in the instruction manuals) who’s shown calling the company when he gets stuck. He’s not mocking or condescending. If anything, he represents some designer at Ikea who has already gone through exactly what you’re going through now on your living room floor: half-quizzically glancing from instruction booklet to pile-of-parts and back, hoping for the best, but trusting that it will all, at the very least, make sense." - excerpt from "How IKEA Designs Its (In)famous Instruction Manuals" by John Pavlus
