True Corporation's Group CEO Sigve Brekke is driving a strategic cultural shift toward "Customer Obsession" rather than mere customer focus. Through initiatives like True Customer Day 2026, he mobilizes 2,000+ employees to engage customers directly across 9 regional routes, positioning the telecom company to compete with global platforms (Netflix, Shopee, TikTok, Google, Amazon) that set new service standards. The approach prioritizes authentic customer feedback, accountability through public service commitments, and genuine apologies over perfection—treating direct customer complaints as catalysts for organizational improvement.