Arkadi Kuhlmann, chairman, president, and CEO of ING Direct USA recently got an e-mail from a customer who needed help making ends meet. The 45-year-old single mother and professor from upstate New York had a long commute and asked if Kuhlmann would wrap her car with the company's logo in exchange for money to cover gas and car insurance. Kuhlmann agreed to a three-month trial.
 
That direct access to ING's leadership is just one example of how the ...