The Orange Code

The Orange Code

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Kuhlmann, Arkadi | Philp, Bruce John Wiley & Sons, Inc., 2009 Audio summary available
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Written by Arkadi Kuhlmann, the founding CEO of ING Direct, and Bruce Philp, cofounder of GWP, ING Direct’s advertising agency, The Orange Code tells the history of ING Direct and their immensely successful launches in Canada and the United States. Together, the authors emphasize the importance of ING Direct’s core foundational goal: to save the consumer money. They also discuss the importance of truly meeting the needs of the customer and the necessity of being willing to start from scratch to fix a broken system. By providing many real-life examples, they demonstrate that honesty and simplicity are the attributes that consumers value most, and are what made ING Direct the first highly successful branchless bank.