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The Orange Code
How ING DIRECT succeeded by being a rebel with a cause. By Arkadi Kuhlmann, founding CEO of ING DIRECT, and Bruce Philp, founder of GWP Brand Engineering.
“The Orange Code” is the inside story of how ING DIRECT was born, the characters who made it happen, and the challenges of keeping it true to its mission every day. From the inner workings of our business model and how it demands total focus on cost efficiency, to how many cups of coffee get served every day in our Cafes, hard-core fans can get a behind-the-scenes look at the people and the organization behind their Orange Savings Account.
Orange price: $18.25 (30% off list price)
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