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

Arkadi Kuhlmann (Author), Bruce Philp (Author)

Book Description

Publication Date: October 27, 2008

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.

• Discusses the unconventional approach to business strategy, leadership, and management that built ING Direct
• Written by the company's CEO, Arkadi Kuhlmann, the driving force behind this unique company and its approach and Bruce Philp, the branding expert who has worked with some of the world's most well-known and valuable brands
• Reveals how the cause of personal financial empowerment has made everyone a winner in the ING Direct story

The level of success achieved by ING Direct holds some important lessons and offers some much-needed inspiration to a business world that could use a little of both right now.

Editorial Reviews

From the Inside Flap

"From the democratization of the automobile to the idea that computers should serve people rather than the other way around, the most successful businesses—not just the ones that made money, but the ones that made a difference—each built themselves around a higher sense of purpose, and then elevated their brand to sit at the right hand of leadership as its spiritual guide."
—From the Introduction

Since 1996, ING Direct has grown from a mere concept to a global enterprise, with over 20 million customers in nine countries. From the time this Internet-based direct bank first launched in Canada,it focused on serving ordinary people who felt abandoned by today's money-hungry financial institutions. 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.

In an entertaining and inspiring style, Kuhlmann and Philp discuss their unconventional approach to business strategy, leadership, and management that built ING Direct. From refusing to promote credit cards to college students to pointing out frivolous expenses, Kuhlmann and Philp not only address the practical principles that have propelled ING Direct to the top, but they also help you understand how the cause of personal financial empowerment has made everyone a winner in the ING Direct story.

While the idea of a business as a cause—with a brand as its constitution—might seem idealistic and even naïve in theory, it's not anymore. The level of success achieved by ING Direct holds some important lessons and offers some much-needed inspiration to a business world that could use a little of both right now.

From the Back Cover

Praise for The Orange Code

"Imagine a business model for a bank in the twenty first century founded on principles like paying customers high interest rates on savings while charging them low interest rates on loans. Imagine a bank that has harnessed the power of the Internet and gone on to confound the skeptics while earning the admiration and loyalty of customers and shareholders alike. Imagine no more, because 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. Their story of the Orange journey offers genuine insights every step along the way."
—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 that can become more important than the tangible assets in ensuring the success of an enterprise."
—Chris Matthews, CEO, The Hay Group

"You would have to be insane to try and build a new brand in the brutally competitive market of retail banking, but that is what they did. An incredible story of determination, focus, and maybe a little luck! A must-read for anyone with the goal of building a brand or business."
—Kevin O'Leary, Chairman, Gencap Funds Inc., and "investor at large" for BNN, CBC, and the Discovery Channel

See all Editorial Reviews

Product Details

• Hardcover: 272 pages
• Publisher: Wiley; 1 edition (October 27, 2008)
• Language: English
• ISBN-10: 0470287233
• ISBN-13: 978-0470287231
• Product Dimensions: 9.1 x 6 x 1.1 inches
• Shipping Weight: 1 pounds (View shipping rates and policies)
• Average Customer Review: 4.3 out of 5 stars  See all reviews (9 customer reviews)
• Amazon Best Sellers Rank: #587,637 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

14 of 14 people found the following review helpful:

5.0 out of 5 stars The Orange Code - An insider's response, December 4, 2008

By 

Thomas A. Farin "Bank Consultant" (Madison, WI United States) - See all my reviews
(REAL NAME)   

This review is from: The Orange Code: How ING Direct Succeeded by Being a Rebel with a Cause (Hardcover)

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.

16 of 22 people found the following review helpful:

5.0 out of 5 stars Truly Compelling Leadership Book, October 31, 2008

By 

Vice President, Sales (New Jersey) - See all my reviews

This review is from: The Orange Code: How ING Direct Succeeded by Being a Rebel with a Cause (Hardcover)

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.

2 of 2 people found the following review helpful:

4.0 out of 5 stars Reinventing the bank, April 23, 2009

By 

Ilya Grigorik "igrigorik" (San Francisco, CA, USA) - See all my reviews
(REAL NAME)   

This review is from: The Orange Code: How ING Direct Succeeded by Being a Rebel with a Cause (Hardcover)

Like many others, I've been introduced to the ING Direct brand through their campaigns, I've been to their website, and I have an intuitive feel that ING Direct is unlike other banks, however I could never connect all the dots. How come ING Direct is so different, where's the innovation, and how are they doing? For that reason, I picked up this book hoping to reconcile these mysteries.

I was pleasantly surprised to find an in-depth discussion of the core leadership principles, analysis of the branding strategy, and some very interesting insights: "You don't have to listen to every single customer." ING Direct has built a successful business on their founding principles and they have done an excellent job of maintaining them over the years: no branches, same rates for everyone, no titles, and a relentless focus on the customer.

As some other reviewers have pointed out, learning the ING Direct lessons you begin to wonder: what other industries could adopt the same strategy? Do we need auto dealers on every block?

The only reason I give this book a four out of five is the length - it could have been shorter without losing the message. Having said that, a great and an educational read.