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

Product Description How Championing Consumers Led To Ing DirectS 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 DifferentA Rebel With A Cause, If You WillAnd In Doing So, TheyVe Become The Most Successful Online Banking Venture In History. The Orange Code Recounts Ing DirectS Intriguing Story, Explaining The Philosophy Of Its Founder Arkadi KuhlmannWho Believes In The Power Of Individuals To Control Their Financial DestinyAnd His LongRunning 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 CompanyS 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 WorldS Most WellKnown 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 MuchNeeded Inspiration To A Business World That Could Use A Little Of Both Right Now. From The Inside Flap From The Democratization Of The Automobile To The Idea That Computers Should Serve People Rather Than The Other Way Around, The Most Successful Businessesnot Just The Ones That Made Money, But The Ones That Made A Differenceeach Built Themselves Around A Higher Sense Of Purpose, And Then Elevated Their Brand To Sit At The Right Hand Of Leadership As Its Spiritual Guide. From The Introduction Since 1996, Ing Direct Has Grown From A Mere Concept To A Global Enterprise, With Over 20 Million Customers In Nine Countries. From The Time This InternetBased Direct Bank First Launched In Canada,It Focused On Serving Ordinary People Who Felt Abandoned By TodayS MoneyHungry Financial Institutions. In An Industry Dominated By Big Banks With Little Patience For Their Customers, Ing Direct Has Always Strived To Be Differenta Rebel With A Cause, If You Willand In Doing So, TheyVe Become The Most Successful Online Banking Venture In History. The Orange Code Recounts Ing DirectS Intriguing Story, Explaining The Philosophy Of Its Founder Arkadi Kuhlmannwho Believes In The Power Of Individuals To Control Their Financial Destinyand His LongRunning 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. In An Entertaining And Inspiring Style, Kuhlmann And Philp Discuss Their Unconventional Approach To Business Strategy, Leadership, And Management That Built Ing Direct. From Refusing To Promote Credit Cards To College Students To Pointing Out Frivolous Expenses, Kuhlmann And Philp Not Only Address The Practical Principles That Have Propelled Ing Direct To The Top, But They Also Help You Understand How The Cause Of Personal Financial Empowerment Has Made Everyone A Winner In The Ing Direct Story. While The Idea Of A Business As A Causewith A Brand As Its Constitutionmight Seem Idealistic And Even Nave In Theory, ItS Not Anymore. The Level Of Success Achieved By Ing Direct Holds Some Important Lessons And Offers Some MuchNeeded Inspiration To A Business World That Could Use A Little Of Both Right Now. From The Back Cover Praise For The Orange Code Imagine A Business Model For A Bank In The Twenty First Century Founded On Principles Like Paying Customers High Interest Rates On Savings While Charging Them Low Interest Rates On Loans.Imagine A Bank That Has Harnessed The Power Of The Internet And Gone On To Confound The Skeptics While Earning The Admiration And Loyalty Of Customers And Shareholders Alike. Imagine No More, Because Ing DirectLed By Founding Ceo Arkadi KuhlmannIs