There’s a fundamental societal shift underway and many governments are missing it. Across a range of markets, consumers increasingly judge product performance by the experience it generates as part of a broader ecosystem.

In response, forward-looking companies have adopted approaches such as “design thinking” which goes beyond the focus on a single product or service and places the overall customer experience at the center of corporate strategy and innovation choices.

National decision makers and government leaders, however, are still mainly relying on the product equivalent to assess policy performance, failing to consider the equivalent of consumer experience--the well-being of citizens.