“In general, Swedes are a shy species,” said Carl Waldekranz, co-founder of Tictail, a Stockholm-based start-up, which allows Main Street retailers to start an online store in a couple of clicks. “The law of Jante is part of our culture. It tells us that no one can be better than anyone else.” Such self-deprecation is increasingly hard to justify after a number of Swedish tech brands have become global leaders.

Signs of Cracks in the Law of Jante - NYTimes.com