Sounds like you misinterpreted your customer requirements, but that doesn't mean everyone has to. If I make an investment, say in a mutual fund, I am "using" m

Sounds like you misinterpreted your customer requirements, but that doesn't mean everyone has to. If I make an investment, say in a mutual fund, I am "using" my money even if the mutual fund is "using" my money. The "use" in each case is different, but the value needs to align with the buyer. If a child wants candy, it's up to the candy manufacturer to realize that they have to sell "healthy" candy, because the buyer is the parent. But the parent "uses" the candy in giving the child a treat, making them happy, and not hurting their health. That has to come across in the marketing.