Your users and customers are different actors (or segments).
The goal is still to create, deliver, and capture value from users, but that value is monetized through different customers.
Users typically don’t pay for usage of your product with a monetary currency but with a derivative currency. This derivative currency, when aggregated across enough users, represents a derivative asset that your customers pay to acquire.
Facebook creates and delivers value to its users through its social network—but doesn’t charge its users directly. It trades their attention on a secondary market of advertisers who pay to reach them.
The derivative currency is attention, which is monetized by converting attention (from users) into impressions and/or clicks for advertisers (their customers).
This conversion of the key monetizable user activity into actual revenue is the derivative currency exchange rate. For ad-based businesses, this is typically described as
Attention isn’t the only kind of derivative currency. Another example is data. You might give away a free mobile fitness app to your users and aggregate their usage data into something more valuable that an insurance company, for instance, may want to purchase.
Users here are the employees who use the product to help the organization realize the value proposition of the product.
The customers here are the decision makers who purchase the product for the employees.
Users of the product create a derivative asset, which, in this case, can be measured as a productivity gain or an improved business process that helps the organization capture more value from its own customers.
As long as this asset creates more value to the organization than what the decision makers paid to acquire it, it represents a net positive ROI and a compelling value proposition.
The users of the Red Cross are the people in need that the organization serves.