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 We know user stories should consider functions in isolation. Story maps should combine user stories to create a journey – or to map the journey! 
 
-This is useful but it misses a level of depth by describing a journey in a linear fashion. As often, the most useful products do not create simple, linear user journeys. Some of the best software actively encourages loops. 
+This is useful but it misses a level of depth by describing a journey in a linear fashion. As often, the most useful products do not create simple, linear user journeys. Some of the best software actively encourages **loops**. 
 
-Imagine an ecommerce site that focused solely on converting the first product in a basket – thereʼd be no upsell! Story maps can be created to show these journey loops. Arrange them by inserting trigger and reference points.
+Imagine an ecommerce site that focused solely on converting the first product in a basket – thereʼd be no upsell! 
+
+Story maps can be created to show these journey loops. Arrange them by inserting **trigger** and **reference** points.