Interactions Magazine has a great article in which Donald Norman begins by stating, "A product is actually a service." He goes on to explain that since a service is much more than the product itself, systems thinking is needed to ensure the entire product experience is a cohesive and integrated one.
Your product team must think through and manage the whole experience a consumer will have while interacting with your product. Every member of the multidisciplinary team must push the other members to keep each message consistent and unified so the product delivers on its promise of a great experience for the user. Systems thinking is an indispensable tool every design team must use in order to create those memorable experiences consumers will keep coming back for.