As a trainer, I have noticed that when I start the "Roles, Personas and Goals" discussions, attendees in the room are 40% more likely to start surreptitiously checking e-mail their smartphones than they when we talk about comparatively exciting topics such as "stand up meetings," "story boards," the "burn up versus burn down chart" debate, or "evolutionary design." I had to lure you to this blog post, in fact, by riding on the coat-tails of the Breaking Dawn, Part 1, premier tonight at midnight. You aren't interested!