Agile marketing user stories are simply a customer-centric way of talking about the work we need to do. Using that definition,user stories seem like one of the tools from Agile software development that would translate readily to an Agile marketing team.

Because if anybody needs to maintain a laser-like focus on the customer it’s marketers.

The problem is that simply creating user stories isn’t enough.

Marketers, like developers before us, will slide back into old self-serving habits if we don’t commit to using user stories the right way.

To be clear, the “right way” doesn’t mean “according to the template.”

Andrea Fryrear

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