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

  • ID: 2715365
  • Book
  • March 2010
  • Region: Global
  • 272 Pages
  • John Wiley and Sons Ltd
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"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."—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."—CHRIS MATTHEWS, CEO, The Hay Group

"An incredible story of determination, focus, and maybe a little luck!"—KEVIN O′LEARY, Chairman, Gencap Funds Inc.

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ING Direct Today: The Business Case for Being a Rebel with a Cause.


Chapter 1 The Guy in the Cape.

Leading from the Front.

Chapter 2 Pixie Dust.

Powered by Purpose.

Chapter 3 The Dirty Dozen.

We Could Be Heroes.

Chapter 4 Clicking.

The Conundrum of Advertising.

Chapter 5 You Say You Want a Revolution?

The Opposite of a Bank.

Chapter 6 Saving the Savers.

Walking the Talk.

Chapter 7 It Takes a Village.

Building the Orange Brand Nation.

Chapter 8 The Money on the Table.

Winning the Battle, Losing the War.

Chapter 9 Steering by the Stars.

Beyond Managing.

Chapter 10 Herding Cats.

How to Snatch Defeat from the Jaws of Victory.

Epilogue Peeling the Orange.

A Guided Tour of the Orange Code, and What It Means to Us.

Appendix A : Orange Milestones — An ING Direct Time Line.

Appendix B : The Voice of Advocacy.

About the Authors.


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Arkadi Kuhlmann
Bruce Philp
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