The Orange Code: A Look Into ING Direct's Success

12.12.08 | Online Banking, Online Savings Accounts | 0 Comments | by junger

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Arkadi Kuhlmann, the founder of ING Direct, and business partner Bruce Philp, have recently released a book on their success with the revolutionary online bank.

The book, The Orange Code: How ING Direct Succeeded by Being a Rebel with a Cause, talks about business strategy and "how personal financial empowerment has made everyone a winner."

I haven't had a chance to read it yet, but here's what the reviewers at Amazon are saying:

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.

Thomas A. Farin "Bank Consultant":

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.

Have you had a chance to read it yet? I'm going to get a copy and, when I finish, will review it here.

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