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

Authors: Arkadi Kuhlmann, Bruce Philp
Publisher: Wiley
Category: Book

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Rating: 5.0 out of 5 stars

4 reviews
Sales Rank: 20341

Media: Hardcover
Pages: 272
Number Of Items: 1
Shipping Weight (lbs): 1.3
Dimensions (in): 9.1 x 6.2 x 1.1

ISBN: 0470287233
Dewey Decimal Number: 332.1202854678
EAN: 9780470287231
ASIN: 0470287233

Publication Date: October 27, 2008
Availability: Usually ships in 1-2 business days
Shipping: International shipping available
Condition: BRAND NEW

Also Available In:

•	Audio Download - The Orange Code: How ING Direct Succeeded by Being a Rebel With a Cause (Unabridged)
•	Audio CD - The Orange Code: How ING Direct Succeeded by Being a Rebel With a Cause
•	Audio CD - The Orange Code: How ING Direct Succeeded by Being a Rebel With a Cause
•	Audio CD - The Orange Code: How ING Direct Succeeded by Being a Rebel With a Cause
•	Kindle Edition - The Orange Code
•	Audio CD - The Orange Code: How ING Direct Succeeded by Being a Rebel With a Cause

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Editorial Reviews:

Product Description
The Orange Code recounts ING Direct's–the successful Internet-based direct bank with over 20 million customers–intriguing story and explains the philosophy of its founder Arkadi Kuhlmann 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. In an entertaining and inspiring style, Kuhlmann and Philp discuss their unconventional approach to business strategy and leadership that built ING Direct, and detail how personal financial empowerment has made everyone a winner in this story.

Customer Reviews:

5 out of 5 stars

The Orange Code - An insider's response December 4, 2008
Thomas A. Farin (Madison, WI United States)
2 out of 2 found this review helpful

I first heard Arkadi speak a few weeks ago at the Bank Administration Institute's 'Retail Delivery Conference' in Novemver 2008 in Orlando. I am an insider - a former banker who spends most of his time these days teaching and consulting with bankers on pricing deposits.

I was intrigued by his message so I picked up the book to read on a long trip half way across the world. Of course I already knew about ING Direct and its success. I expected to be told most of what I already knew. Instead I found it full of insight on ING Direct's core principals, its branding strategy, its thought process behind its maverick behavior, management communication and a number of things I hadn't thought about. Those things are core to an outstanding success story.

If you intend to reinvent your business it is a 'must read'. I will be ordering a copy for each of our staff members to prepare those willing to make the committment for a planning retreat in which we intend to reinvent our business. I suggest you do the same.

5 out of 5 stars

Truly Compelling Leadership Book October 31, 2008
Vice President, Sales (New Jersey)
12 out of 16 found this review helpful

This book got me thinking about why everyone mimics everyone else in business. Why do all banks act the same way (have branches, credit cards, ATMs, car loans, checking accounts, etc.)? For that matter, why do almost all car dealerships, or department stores, airlines, etc. act in the smae way?

Arkadi Kuhlmann has provided his own answer by trashing some of the sacred practices of established banks and creating a new company that is wildly successful by standing for something in the face of the customer. Every company should have the courage to step out of line, restrategize and reorganize to deliver something meaningful for customers. Harley-Davidson has done it. Southwest has done it. Apple has done it. And ING Direct has done it, even in the wreckage of numerous failed banks.

My opinion: Buy this book...it just might save your company.

5 out of 5 stars

The Orange Code: The key to leadership for the 21st century October 29, 2008
Heather Paris-Rosnick
5 out of 13 found this review helpful

I bought this book out of my interest to understand ING DIRECT's raison d'etre behind its leadership, and discovered that this book is a fantastic personal examination of the passionate conviction, focus and loyalty to a cause that was in sore need of a champion.

The narrative provides a personal account from Kuhlmann and Philp. Together they create a story of authentic leadership, and the value of creating a 'brand nation'. I believe The Orange Code will be an inspiration to leaders across all industry sectors to look at their business in a whole new light: success calls for more than knowing and understanding consumers, you need to believe and fight for them.

If there's only space for one more business book on your shelf, this is it.

5 out of 5 stars

Refreshing look at leadership October 28, 2008
Rainy Day Reader
9 out of 15 found this review helpful

This book is an inspiring and refreshing look at leadership from the perspectives of two gurus from their respective industries. Funny, insightful, informative and timely, The Orange Code couldn't be released at a more appropriate time, as it reaffirms the notion that an organization can be successful, not in spite of, but because it consistently strives to do "the right thing."

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