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Names matter - stories are signs of conversations, not dictates. And the product owner is the final arbiter of business value of each story, but that doesn't mean developers shouldn't participate in the story development.
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Why the "as a <type of user>, I want <some goal> so that <some reason>" template works so well to develop user stories.
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How to nudge conversation and uncover stories of the form "as a <role> I want <action> so that <value>". Added bonus: non-functional requirements!
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