Why Emotional and Social Jobs Outrank Raw Function in Value Creation

It's easy to assume customers only want faster, cheaper, or more powerful solutions. But when you step back for a closer look, you’ll often discover emotional or social motivators sitting quietly behind practical requests. A young designer once thought people wanted a more efficient water bottle, but interviews kept uncovering stories about feeling motivated at the gym or being seen as a 'trendsetter' among friends—that sense of identity turned out to be far more important than the no-spill lid or easy-grip handle.

In many product launches, a seemingly minor brand detail—like the color or story behind a logo—becomes a talking point, not because it works better, but because it lets people feel connected, stylish, or even just 'in the know.' These emotional and social jobs often drive purchase decisions, loyalty, and word-of-mouth far more than performance specs.

For example, an expensive coffee shop doesn’t necessarily win on taste. Instead, customers enjoy how sitting in a trendy space a few times a week makes them feel—sophisticated, part of a creative crowd, or just comforted by the familiar sounds and smells. The environment, the experience, and how it makes someone feel about themselves often outweigh the product itself.

Psychology frameworks such as Maslow’s hierarchy hint at this phenomenon: once basic needs are met, we quickly turn to the need for belonging, esteem, and self-actualization. In business, understanding these deeper motivations helps break away from generic claims about features or price and opens up opportunities to deliver something both memorable and meaningful.

To get started, sit down with your team and write out every possible job your customer has, going far beyond the obvious. Challenge yourself to ask 'why?' repeatedly—why does this matter, really? Don't settle for 'saves time' or 'better quality'; instead, hunt for what people really crave, like feeling trusted or admired. Once you've mapped those emotional and social jobs, pick one product or feature and tweak it to address a hidden feeling your customer wants. Notice how even small changes in messaging or design can create impact in ways numbers alone can’t show. Give these steps a test run the next time you brainstorm solutions.