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

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John Wiley & Sons, Nov 3, 2008 - Business & Economics - 252 pages
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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.


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A Calling
The Guts to Make It Personal
A Powerful Enemy
An Inner Circle
The Possibility of Failure
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
Having Conversations
Holding Hands
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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About the author (2008)

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. Kuhlmann is active in a number of charitable organizations including the ING Direct Kids Foundation. Prior to starting ING Direct, he was president of North American Trust. Before that, he was president and CEO of Deak International in New York and professor of international finance and investment banking at Thunderbird School of Global Management in Phoenix, Arizona.

Bruce Philp is a writer and branding consultant with nearly thirty years' experience in the field, working with some of the world's most famous consumer brands. Philp cofounded GWP Brand Engineering, ING Direct's agency of record since its beginning, where he is today Chairman and a working consultant. He also teaches and writes for a variety of publications as well as his branding blog For more information or to contact the authors, please visit

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