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

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 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. Their story of the Orange journey offers genuine insights every step along the way." —Chad Holliday, Chairman and CEO, DuPont " The Orange Code is a refreshing look at how the intangibles of leadership, corporate culture, brand, and customer experience can blend together to form a new class of assets that can become more important than the tangible assets in ensuring the success of an enterprise." —Chris Matthews, CEO, The Hay Group "You would have to be insane to try and build a new brand in the brutally competitive market of retail banking, but that is what they did. An incredible story of determination, focus, and maybe a little luck! A must–read for anyone with the goal of building a brand or business." —Kevin O′Leary, Chairman, Gencap Funds Inc., and "investor at large" for BNN, CBC, and the Discovery Channel