“a lot of people like sell the flower but what you really want to sell is the badass with the Fireballs attacking the boss... you're selling Mario actually being able to save the princess and so it's cool that as you get through those wise it's not just about building a better product but it's actually about better marketing the product that you've built.”

Sell the Princess, Not the Flower — Market the Outcome, Not the Feature

The Mario analogy maps exactly to consumer finance: showing a clean dashboard is selling the flower; showing someone who no longer fights with their partner about money is selling the princess. Every marketing touchpoint — App Store screenshots, onboarding copy, ad creative — should anchor to the end state the user is desperate for, not the specific UI feature that delivers it.