If we shift the measurement standards, can we change the kind of conversation we have to have with our clients? This is a fight (hopefully my word choice is an exaggerated literary one!) that most strategists experience.
To every planner out there who has desperately attempted to convince the rest of the brand team that determining “success” can be done by measuring something other than sales or purchase intent or preference, this one’s for you! Here’s a thought-provoking example of paradigm shift.
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Now if I could just figure out how to plant the former king of Bhutan in my next tough meeting!
According to the New York Times today, the country of Bhutan is quantifying its ability to create happiness.
Under a new Constitution adopted last year, [Bhutanese] government programs — from agriculture to transportation to foreign trade — must be judged not by the economic benefits they may offer but by the happiness they produce.
The goal is not happiness itself, the prime minister explained, a concept that each person must define for himself. Rather, the government aims to create the conditions for what he called, in an updated version of the American Declaration of Independence, “the pursuit of gross national happiness.”
This really is a planner’s dream – imagine if you were then charged with creating the measurement system that builds confidence in and acceptance of this updated Declaration. What would you quantify? Where would you start? I can’t help be reminded of Csikszentmihalyi’s “Flow.” I imagine I’d begin there.
If the world is to take gross national happiness seriously, the Bhutanese concede, they must work out a scheme of definitions and standards that can be quantified and measured by the big players of the world’s economy.
“Once Bhutan said, ‘O.K., here we are with G.N.H.,’ the developed world and the World Bank and the I.M.F. and so on asked, ‘How do you measure it?’ ” Mr. Dorji said, characterizing the reactions of the world’s big economic players. So the Bhutanese produced an intricate model of well-being that features the four pillars, the nine domains and the 72 indicators of happiness.
Specifically, the government has determined that the four pillars of a happy society involve the economy, culture, the environment and good governance. It breaks these into nine domains: psychological well-being, ecology, health, education, culture, living standards, time use, community vitality and good governance, each with its own weighted and unweighted G.N.H. index.
Born Curious 
RFK was Bhutanese. Bhutanesian? Bhutanian?
Too much and too long, we seem to have surrendered community excellence and community values in the mere accumulation of material things. Our gross national product … if we should judge America by that – counts air pollution and cigarette advertising, and ambulances to clear our highways of carnage. It counts special locks for our doors and the jails for those who break them. It counts the destruction of our redwoods and the loss of our natural wonder in chaotic sprawl. It counts napalm and the cost of a nuclear warhead, and armored cars for police who fight riots in our streets. It counts Whitman’s rifle and Speck’s knife, and the television programs which glorify violence in order to sell toys to our children.
“Yet the gross national product does not allow for the health of our children, the quality of their education, or the joy of their play. It does not include the beauty of our poetry or the strength of our marriages; the intelligence of our public debate or the integrity of our public officials. It measures neither our wit nor our courage; neither our wisdom nor our learning; neither our compassion nor our devotion to our country; it measures everything, in short, except that which makes life worthwhile. And it tells us everything about America except why we are proud that we are Americans.”
Robert F. Kennedy Address, University of Kansas, Lawrence, Kansas, March 18, 1968