Orange Code: How ING Direct Succeeded by Being a Rebel with a Cause

The Orange Code: How ING Direct Succeeded by Being a Rebel with a Cause

By Arkadi Kuhlmann and Bruce Philp

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Praise for THE ORANGE CODE "ING Direct--led by founding CEO Arkadi Kuhlmann--is here to stay and has begun to change the color of money from green to orange for a lot of Americans. "-- TOM CARPER, U. S. Senator, former governor of Delaware "Kuhlmann and Philp show how innovation linked to a lived set of values and an uncompromising focus on the customer can power an organization to extraordinary success in a short period of time.


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Book Information

Publisher: Wiley.
Publish Date: 03/15/2010
Pages: 272
ISBN-13: 9780470538791
ISBN-10: 0470538791
Language: English

What We're Saying

December 05, 2008

The books on our 2008 shortlist for the Industry Category are: Management Lessons from Mayo Clinic: Inside one of the World's Most Admired Service Organizations by Leonard L. Berry and Kent D. Seltman (McGraw Hill, June 2008) The Mayo brothers established and built "one of the world's most admired service organizations" with solid values and a practicality in operations that is truly clinical. READ FULL DESCRIPTION

Full Description

How championing consumers led to ING Direct's revolutionary rise in the banking industry

In an industry dominated by big banks with little patience for their customers, ING Direct has always strived to be different-a rebel with a cause, if you will-and in doing so, they've become the most successful online banking venture in history.

The Orange Code recounts ING Direct's intriguing story, explaining the philosophy of its founder Arkadi Kuhlmann-who believes in the power of individuals to control their financial destiny-and his long-running partnership with Bruce Philp, the branding consultant who helped him make ING Direct a cause to its own people and a household name across North America.

  • Discusses the unconventional approach to business strategy, leadership, and management that built ING Direct
  • Written by the company's CEO, Arkadi Kuhlmann, the driving force behind this unique company and its approach and Bruce Philp, the branding expert who has worked with some of the world's most well-known and valuable brands
  • Reveals how the cause of personal financial empowerment has made everyone a winner in the ING Direct story

The level of success achieved by ING Direct holds some important lessons and offers some much-needed inspiration to a business world that could use a little of both right now.

About the Authors

Arkadi Kuhlmann is the founding CEO of ING Direct, which has become the country's largest Internet-based bank. He also serves as Chairman of the Board of ING Direct Canada.

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Bruce Philp is a lecturer in Economics at Nottingham Trent University. He is author of several articles on Marxism and game theory.

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