The Capital One Story: How the Upstart Financial Institution Charged Toward Market Leadership (The Business Storybook Series)

What can you learn from the most successful companies in the world? The Capital One Story will help you understand and adopt the competitive strategies, workplace culture, and daily business practices that enabled an unlikely credit card startup to revolutionize the credit industry.After twenty-five years in the credit card business, Capital One has earned its place in wallets across the world. When the company?s two young founders set out to individualize credit, the financial world thought they were crazy? until it was clear that they weren?t.Working in the banking industry, Richard Fairbank and Nigel Morris saw that the one-size-fits all standard that the credit card companies employed was leaving big money on the table. They cracked the code and figured out how to customize the credit card experience by offering personalized designs, credit limits, and rewards, revolutionizing the way the credit card industry operated.Known for their ubiquitous advertising campaigns with A-list talent such as Jennifer Garner and Samuel L. Jackson, the youngest bank in the business wasonce turned down by every one of their competitors buthas since grown to dominate the industry.Through the story of Capital One, you?ll learn:How to recognize underserved sections of a market.How rejection by every company in the business doesn?t mean it?s time to quit.How to determine what people want and how to get it to them.And how to employ marketing campaigns that will change the way people live. About the Author Mary Curran-Hackett is a versatile and prolific author, editor, and ghostwriter. An avid business and leadership ghostwriter with Kevin Anderson & Associates, she is best known as the author of the critically acclaimed and bestselling novels, PROOF OF HEAVEN and PROOF OF ANGELS (William Morrow/HarperCollins). Mary?s personal essays have been anthologized and published nationally. In addition to her own writing, Mary has edited hundreds of books and ghostwritten over twenty published books for some of the world's leading executives, entrepreneurs, doctors, artists, celebrities, and religious leaders. When not traveling, she calls Cincinnati home and enjoys her time there with her husband and two children.