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

"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...