What you know about _what you offer and promote_ to your customers as valuable needs constant attention. Bank cards like American Express with “earned” companion (flies free) tickets for Delta airlines, for example.

Initial User Story: I want to use my American Express eticket on Delta Airlines so that I can visit my family member and get the value of the annual fee on my bank card.

Search:The companion ticket is unavailable, so I am unable to use it. I changed my User Story:

Second User Story: I want to use my American Express eticket on Delta Airlines so that I can visit Florida, (a second choice to visiting my family member) and get the value of the annual fee on my bank card.

Search: The companion ticket is unavailable. Now I wonder if I can use my valuable benefit ticket…anywhere. I changed my User Story:

Third User Story: I want to use my American Express eticket on Delta Airlines so that I can visit anywhere in the U.S. and get the value of the annual fee on my bank card.

Exasperated and curious search: Atlanta, Fargo, Tampa…no companion ticket available.

It was, and is right now, a perfect day for product management teams at American Express and Delta to discuss customer value.