Yesterday, after coming home from summer camp for a week I approached the front porch to find the Sunday paper. The paper was in a yellow plastic bag that contained the new IKEA Catalog for 2007. The outside of the bag read.

“Your New 2007 Ikea Catalog is Inside. You should be very excited. Why, you ask? Because of all the new products and lower prices inside. And because this catalog is the only catalog we’ll send you all year. Why, you ask again? Well, we don’t believe in being wasteful. Junk mail in particular makes us upset. Steam-shooting-out-of-our-ears upset. Other companies send you different catalogs every week. Actually, they’re the same catalog, but with different covers to make you think “Golly gee-whiz! Something new and fun and exciting!” We make one catalog a year, not twenty. This helps us save on paper. Savings we then pass on to you . . . . . So celebrate. You’re holding the solutions guide for a better everyday life. Keep it handy for great ideas and inspiration to improve your home throughout the year. Today is a very exciting day.”

When I read that I was like “Wow”. The fact that they are saving paper and how the whole thing was worded. It just wanted to make me look through the catalog and head out to the store. Congrats IKEA on a job well done.