The Orange Code

About the Author

Arkadi Kuhlmann is the founding CEO of ING Direct USA, which has become the country's largest Internet-based bank. He also serves as chairman of the board of ING Direct Canada. Kuhlmann's vision and leadership have been instrumental in making ING Direct a household name and a revolutionary force in the banking industry. Before starting ING Direct, he was president of North American Trust.

Bruce Philp is a writer and branding consultant with nearly 30 years of experience working with some of the world's most well-known and loved consumer brands. His expertise in branding has been a significant factor in ING Direct's success, helping to craft a brand that resonates deeply with its customers and employees alike.

Main Idea

The main idea of "The Orange Code: How ING Direct Succeeded by Being a Rebel with a Cause" revolves around ING Direct's unique business strategy and leadership model. The book explores how ING Direct, under the guidance of Arkadi Kuhlmann and with the branding expertise of Bruce Philp, defied traditional banking norms and created a customer-centric, mission-driven organization. This approach not only led to immense success but also offered valuable lessons for businesses looking to innovate and connect with their customers on a deeper level.

Table of Contents

1. Introduction
2. The Guy in the Cape
3. Powered by Purpose
4. Building a Core Team
5. The Conundrum of Advertising
6. You Say You Want a Revolution?
7. Saving the Savers
8. It Takes a Village
9. Peeling the Orange

Introduction

Since its inception in 1996, ING Direct has grown from a concept to a global enterprise with more than 20 million customers in nine countries. The bank's success is attributed to its focus on serving ordinary people who felt neglected by traditional financial institutions. ING Direct's mission to be different - a rebel with a cause - has made it the most successful online banking venture in history.

The bank was founded on the principle of making banking accessible and beneficial for the average person. This approach was revolutionary in an industry dominated by large institutions that often prioritized profits over customer needs. ING Direct's success is a testament to the power of a clear mission and strong leadership.

The Guy in the Cape

Arkadi Kuhlmann, the founding CEO of ING Direct, is described as a charismatic leader with a genuine sense of purpose. His mission, "leading Americans back to saving," defined his leadership style and the direction of the company. Kuhlmann's leadership model is built on five fundamental principles: