The Orange Code: How ING Direct Succeeded by Being a Rebel with a CauseHow 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.
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. |
Contents
ING Directs Secret Formula for a Powerful Purpose | |
Team Building the Orange Way | |
Three Things Leaders Need to Know | |
4 We Will Constantly Learn | |
5 We Will Change and Adapt and Dwell Only in the Present and in the Future | |
6 We Will Listen We Will Invent We Will Simplify | |
7 We Will Never Stop Asking Why or Why Not | |
8 We Will Create Wealth for Ourselves Too but We Will Do This by Creating Value | |
9 We Will Tell the Truth | |
10 We Will Be for Everyone | |
11 We Arent ConquerorsWe Are Pioneers We Are Not Here to DestroyWe Are Here to Create | |
How to Revolutionize a Business Model in Three Easy Steps | |
Reaching Out | |
Simplifying | |
Having Conversations | |
Holding Hands | |
Defending | |
Dont Try This at Home | |
Three Good Reasons to Leave Money on the Table | |
Why Celestial Navigation Beats Managing | |
Seven Deadly Temptations That Can Sink Our Business | |
And Seven Deadly Sins That Can Sink Our Brand | |
Three Ways to Keep the Cats Together | |
1 We Are New Here | |
2 Our Mission Is to Help People Take Care of the Wealth They Make | |
3 We Will Be Fair | |
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Other editions - View all
The Orange Code: How ING Direct Succeeded by Being a Rebel with a Cause Arkadi Kuhlmann,Bruce Philp No preview available - 2010 |
The Orange Code: How ING Direct Succeeded by Being a Rebel with a Cause Arkadi Kuhlmann,Bruce Philp No preview available - 2009 |