[sheraz]

This. 1000 times over. Well said -- purity.

the same is true for technology and music as well.

Swedes may not be first to market with products and services, but their polish and engineering culture to "get it right" are world class.

[dirtyaura]

Funny, in Finland Swedes are seen as great marketers that are both able to create world-wide brands and fast to adapt to trends. From giants like H&M, IKEA to Swedish pop music (Abba, Roxette, Europe, Robyn...) and clothing (Nudie, COS, Fifth Avenue, Cheap Mondays...)

[sheraz]

That's my point. They are fast to adapt to existing trends -- not create them.