1. The document discusses how design thinking can help establish real customer centricity and enforce this behavior in daily business routines. It uses TD Canada Trust bank as an example of these principles in action. 2. TD aims to be customer-focused by building a unique and inclusive employee culture. Employees are trained to advise customers on their needs rather than sell products. This non-transactional relationship is an example of design thinking. 3. To effectively implement design thinking, management must invest in employees to deliver legendary customer experiences through empathy and addressing customer emotions. This builds trust with customers and allows for collaboration.