Tip
If you only take away one thing from this document, it should be this:
Write a "press release" before you start any work.
The only thing that should be a ticket is something that is worthy of a press release. Otherwise, it's likely just a subtask of a larger ticket, and should be tracked as such.
This makes it clear to all participants the "story" of what we are trying to accomplish, and the benefits unlocked for our customers. It also makes it easier to understand and to prioritize our work, and to understand platform "features" we've shipped.