Description 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.
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. Table of contents Foreword. 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.
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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.
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The Orange Code : How Ing Direct Succeeded by Being a Rebel with a Cause [Hardcover]
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The Orange Code (Audiobook) by Arkadi Kuhlmann, Bruce Philp | alatinoutes.ga
About this product Product Information 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.
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