chapter  3
Character and Context
Pages 11

Let’s begin this chapter on the water – specifically on a sailboat, by means of a story told by Peter Aceto, CEO of ING Direct, Canada.1

Aceto is known as a principled and authentic leader, who insists on transparency in his bank’s business dealings – a stance which helps makes ING Direct one of Canada’s most admired enterprises.2 He is active in all kinds of social media, and – as our students at Ivey Business School learned recently – he is also a good storyteller.