Never mind that the "laws" were formulated as a caricature of small town behavior by a known misanthrope.
They are not and never have been a formal guiding principle for Scandinavian thought.
I disagree with that few comply. Like with a lot of cultural norms, the compliance with Jante is often happening subconsciously. When a Swedish founder on stage makes a joke about herself/himself (and thereby becomes instantly likeable), that could be one result of Jante.
I still would disagree though. As a German in Sweden I see a lot of compliance with Jante among people who express aversion against Jante.
One can be humble, not too self-absorbed and not consider oneself the best and most important person on this planet (aka showing basic compliance with Jante), and still be successful. I'd argue that this might even be the way to go for sustainable "growing the pie for everyone" success.
An anecdote will illustrate what I mean. My mother was at the pharmacy once, and as the lady at the register was explaining to the man in front of her how the discount system works, with stamps etc he listened politely and patiently. She couldn't have guessed that he was the owner of H&M, the 17th richest man in the world.
The older I get and the more I travel the more I appreciate this aspect of life in Scandinavia and I don't think there is any indication that this has hampered growth or entrepreneurship, quite the opposite.
The point is not that you shouldn't do your best, succeed and make a lot of money, it's about how you should behave if you do succeed.
Sure, if you take it literally then I suppose it would stop people from succeeding but the way I see it "Jante" is what explains the relative humility of many successful Scandinavians. In a way it's just a flippant way to describe the (downsides of) the Nordic egalitarianism, as argued eloquently elsewhere. So in that sense there is no real opposition between Sweden being full of successful entrepreneurs while enforcing Jante.
All I was saying is that people who are successful mostly ignore the Jante Law otherwise they wouldn't try to become successful, to begin with.
None of this is an exact science of course.
This is pretty much what I _am_ arguing.