How Jobs to Be Done Evolve Through Social Meaning and Identity
When people hire products or services, they rarely do it just for the functional outcome. They want to be seen a certain way. They want to feel a certain way. They want the experience to align with their identity. This is the essence of social meaning and identity in Jobs to Be Done (JTBD).
Yet too often, leaders focus narrowly on functional improvements — a faster treadmill, a sleeker fitness app, or a more powerful wearable — without understanding the deeper job: the social and emotional signals that make the product meaningful in people’s lives. This is why some innovations fail spectacularly, even when they technically work perfectly.
Fitness: A Case Study in Social Evolution
Consider fitness: on the surface, the functional job is simple — “improve my body and my health.” But how people experience this job, and the social meaning attached to it, has shifted dramatically over the decades.
1980s: Bodybuilding and Status
In the 1980s, fitness was heavily tied to bodybuilding culture. The job wasn’t just functional. It carried status signals: a sculpted physique conveyed discipline, strength, and admiration. Gyms were arenas for display. People “hired” dumbbells, protein shakes, and bench presses not only to get stronger but to perform an identity — to signal strength, confidence, and social standing.
2000s: Cardio and Health Efficiency
By the 2000s, the social meaning of fitness shifted. Cardio and weight-loss programs dominated. The functional job — improving one’s body — remained, but identity signals evolved. Fitness now conveyed health consciousness, efficiency, and self-discipline. The tools changed: elliptical machines, spinning classes, and diet plans became the vehicles to signal, “I am disciplined, I am in control, I prioritize health.”
Today: Wellness, Mindfulness, and the Quantified Self
Fast forward to today. Fitness is no longer just about appearance or weight. It’s about holistic wellness, mindfulness, and self-tracking. Smart watches, meditation apps, and wearable trackers serve the modern job: managing stress, optimizing performance, and cultivating self-awareness.
Social meaning has broadened: the job now signals balance, intentional living, and personal growth rather than raw physical prowess. Many people also film or livestream themselves during workouts, sharing progress and signaling commitment, discipline, and identity within their communities. Social proof and self-expression have become integral parts of the job.
Lessons from the Evolution
The fitness example shows clearly that functional jobs remain stable, but social and emotional jobs evolve. Leaders who ignore these shifts risk creating products that feel outdated, irrelevant, or socially tone-deaf.
Observe identity signals, not just tasks: People “hire” solutions to shape how they are perceived — by themselves and by others.
Track cultural trends: Social meanings evolve with lifestyle, technology, and societal values. What signals success today may feel obsolete tomorrow.
Design for layered jobs: The functional outcome is only one layer. Social and emotional jobs often drive adoption and long-term loyalty.
Beyond Fitness: Social Jobs in Other Domains
The principle extends far beyond gyms and health clubs. In nearly every domain, social meaning drives JTBD evolution:
