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.
©2008 Arkadi Kuhlman; (P)2008 Brilliance Audio, Inc.
Show More Show Less

Regular price: £12.99

Free with 30-day trial
Membership details Membership details
  • A 30-day trial plus your first audiobook, free
  • 1 credit/month after trial – choose any book, any price
  • Easy exchanges – swap any book you don’t love
  • Keep your audiobooks, even if you cancel
  • Free, unlimited access to Audio Shows
  • After your trial, Audible is just £7.99/month
Select or Add a new payment method

Buy Now with 1 Credit

By completing your purchase, you agree to Audible's Conditions of Use and Privacy Notice.

Buy Now for £12.99

Pay using card ending in
By completing your purchase, you agree to Audible's Conditions of Use and Privacy Notice.
No Reviews are Available

Customer Reviews

Most Helpful
1 out of 5 stars
By S. Welthe on 21-02-09

Too wordy

As a long-time ING Direct customer, I really admire their business and customer sense. But this story could have been told more concisely to ensure that others could find the same passion for good business.

Read more Hide me

1 of 1 people found this review helpful

See all reviews