The treadmill is a great example of making this point. Is your value proposition designed to sell the product (treadmills for home use) or designed to solve the underlying problem and create repeated use of your product?
The problem a treadmill solves is not access to running (you can do that literally everywhere); it’s the underlying motivation of actually going for a run. If you want customers to become repeat customers (and real fans who refer your product), design accordingly.
Source: https://www.youtube.com/watch?v=2DbQ6MdeK6Q (not worth watching after reading the above).
