Why would people rent a car and not drive it?

Even a service as straightforward as car rentals can have things to figure out. So chances are your product, your service, your software might not be used for the application it was originally designed for.

Two points to make here.

If that’s the case, and most likely it is, the best way to find out what is happening is asking your customers. No need to sit in a meeting room with product, marketing, sales, customer success to second guess the needs of your audience. Ask them. Actually, get them involved and listen to them even if everything is going as planned. That’s almost always a signal that you are missing something.

Then, how do you react to finding out? You might be instictively led to force the original use on the customers. Teach them, penalize them, leverage price and place to guide the wrong users away. Or you could make an opportunity out of it, understand that your plans are irrelevant, leverage product and promotion to adapt to what you have found.