# Why countries should measure dreams and ambitions (just like GDP) | Lance Katigbak

An episode of [TED Business](https://invisiblenetwork.ai/podcast/470622782), 28 Sep 2026, 13 min.

Audio: https://sphinx.acast.com/p/open/s/675727607205a5bc68e57057/e/6ab17effd00a4eacd5c21320/media.mp3

What do you want to be when you grow up? It's a universal question — and yet at some point, people stop asking you. Drawing on a nationwide survey across the Philippines, consumer researcher Lance Katigbak makes the case that countries should keep track of their citizens' ambitions and aspirations. His radical proposal: What if governments didn't just track GDP but also started measuring dreams? After Modupe shares why asking about people's dreams are important. Hosted on Acast. See acast.com/privacy for more information.

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