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Download The Orange Code: How ING Direct Succeeded by Being a Rebel With a Cause Audiobook (Unabridged)

Extended Audio Sample The Orange Code: How ING Direct Succeeded by Being a Rebel With a Cause (Unabridged), by Arkadi Kuhlmann
3 out of 53 out of 53 out of 53 out of 53 out of 5 3.00 (38 ratings) (rate this audio book) Author: Arkadi Kuhlmann Narrator: Bill Weideman, Jim Bond Publisher: Brilliance Audio Format: Unabridged Audiobook Delivery: Instant Download Audio Length: Release Date:
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From the mid-90s to the present, ING Direct grew from a mere concept to an ocean-spanning global enterprise, now managing over $75 billion in assets and with over 7 million customers, earning unprecedented levels of consumer trust and affinity.

The Orange Code is a story about conventional wisdom, and how to win by ignoring it completely. In ING Direct, Kuhlmann has built a bank that is an advocate for, and a servant of, the average person. Rather than getting people to spend more (which is what most banks do), his approach is to get people to save more - to return to the values of thrift, self-reliance, and building a nest egg. Strategy as advocacy means knowing what you stand for, creating a compelling story around your products and services, making very clear choices about what businesses you do and do not want to enter, and serving only those customers who can benefit most from your business model. It also means hiring people willing to do things differently from the industry norm, and then inspiring those employees with the same set of values that you use to connect with your customers.

In his entertaining, informative and inspiring style, Arkadi Kuhlmann explores his unique approach to business strategy, leadership, and management.
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Listener Opinions

  • 3 out of 53 out of 53 out of 53 out of 53 out of 5 by February Four | 6/30/2013

    " Interesting format, but about the only thing I learned was that personalities count. "

  • 4 out of 54 out of 54 out of 54 out of 54 out of 5 by Radu | 8/6/2010

    " on kindle, of course ... :) "

  • 5 out of 55 out of 55 out of 55 out of 55 out of 5 by Susan Roach | 12/4/2009

    " Excellent! and in first and second person. Very funny at times, and down to earth. Any wonder ING has done so well. "

  • 5 out of 55 out of 55 out of 55 out of 55 out of 5 by Guy | 5/30/2009

    " Great overview of how ING Direct came out of nowhere to dominate internet banking in North America after only 10 short years in existence. Great insights on leadership and branding. "

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