A User Story should convey the value its implementation brings to the business. Value may directly or indirectly relate to money figures. Happy users lead to value.
It should always be clear if a user story helps the business either make or save money. But what about non-profit organizations? Simply replace “make money” with “make someone happy” and “save money” with “save someone from pain”. That’s value. You got the idea.
User Stories are placeholders for conversations. These conversations must be centered around value (not technology or implementation) and it should be approached from different angles, until both stakeholders and development teams are clear on the value.