diff --git a/addons/actions/src/preview/decorateAction.ts b/addons/actions/src/preview/decorateAction.ts
index df7764e51a2e..c60afc6d73c1 100644
--- a/addons/actions/src/preview/decorateAction.ts
+++ b/addons/actions/src/preview/decorateAction.ts
@@ -5,7 +5,7 @@ import { ActionOptions, DecoratorFunction, HandlerFunction } from '../models';
 
 const applyDecorators = (decorators: DecoratorFunction[], actionCallback: HandlerFunction) => {
   return (..._args: any[]) => {
-    const decorated = decorators.reduce((args, fn) => fn(args), _args);
+    const decorated = decorators.reduce((args, storyFn) => storyFn(args), _args);
     actionCallback(...decorated);
   };
 };
diff --git a/addons/actions/src/preview/withActions.ts b/addons/actions/src/preview/withActions.ts
index efd121936694..17ccf48ae04f 100644
--- a/addons/actions/src/preview/withActions.ts
+++ b/addons/actions/src/preview/withActions.ts
@@ -56,11 +56,11 @@ const actionsSubscription = (...args: any[]) => {
   return lastSubscription;
 };
 
-export const createDecorator = (actionsFn: any) => (...args: any[]) => (story: () => any) => {
+export const createDecorator = (actionsFn: any) => (...args: any[]) => (storyFn: () => any) => {
   if (root != null) {
     addons.getChannel().emit(Events.REGISTER_SUBSCRIPTION, actionsSubscription(actionsFn, ...args));
   }
-  return story();
+  return storyFn();
 };
 
 export const withActions = createDecorator(actions);
diff --git a/addons/centered/src/html.js b/addons/centered/src/html.js
index 8060fabcee0a..88e3e8ab4b70 100644
--- a/addons/centered/src/html.js
+++ b/addons/centered/src/html.js
@@ -31,15 +31,15 @@ export default function(storyFn) {
   const wrapper = getWrapperDiv();
   wrapper.appendChild(inner);
 
-  const component = storyFn();
+  const element = storyFn();
 
-  if (typeof component === 'string') {
-    inner.innerHTML = component;
-  } else if (component instanceof Node) {
+  if (typeof element === 'string') {
+    inner.innerHTML = element;
+  } else if (element instanceof Node) {
     inner.innerHTML = '';
-    inner.appendChild(component);
+    inner.appendChild(element);
   } else {
-    return component;
+    return element;
   }
 
   return wrapper;
diff --git a/addons/events/src/index.js b/addons/events/src/index.js
index 5b12b24b3f3d..31eb1960e36f 100644
--- a/addons/events/src/index.js
+++ b/addons/events/src/index.js
@@ -39,9 +39,9 @@ export default options => {
   if (options.children) {
     return WithEvents(options);
   }
-  return story => {
+  return storyFn => {
     addEvents(options);
-    return story();
+    return storyFn();
   };
 };
 
diff --git a/addons/jest/src/index.js b/addons/jest/src/index.js
index 26db47c59601..8d41d435bab1 100644
--- a/addons/jest/src/index.js
+++ b/addons/jest/src/index.js
@@ -38,14 +38,14 @@ export const withTests = userOptions => {
 
   return (...args) => {
     if (typeof args[0] === 'string') {
-      return deprecate((story, { kind }) => {
-        emitAddTests({ kind, story, testFiles: args, options });
+      return deprecate((storyFn, { kind }) => {
+        emitAddTests({ kind, story: storyFn, testFiles: args, options });
 
-        return story();
+        return storyFn();
       }, 'Passing component filenames to the `@storybook/addon-jest` via `withTests` is deprecated. Instead, use the `jest` story parameter');
     }
 
-    const [story, { kind, parameters = {} }] = args;
+    const [storyFn, { kind, parameters = {} }] = args;
     let { jest: testFiles } = parameters;
 
     if (typeof testFiles === 'string') {
@@ -53,10 +53,10 @@ export const withTests = userOptions => {
     }
 
     if (testFiles && !testFiles.disable) {
-      emitAddTests({ kind, story, testFiles, options });
+      emitAddTests({ kind, story: storyFn, testFiles, options });
     }
 
-    return story();
+    return storyFn();
   };
 };
 
diff --git a/addons/links/src/preview.js b/addons/links/src/preview.js
index 938380e90ba7..816426e449d5 100644
--- a/addons/links/src/preview.js
+++ b/addons/links/src/preview.js
@@ -55,8 +55,8 @@ const off = () => {
   }
 };
 
-export const withLinks = story => {
+export const withLinks = storyFn => {
   on();
   addons.getChannel().once(STORY_CHANGED, off);
-  return story();
+  return storyFn();
 };
diff --git a/addons/storyshots/storyshots-core/src/api/index.js b/addons/storyshots/storyshots-core/src/api/index.js
index dcb833af3b3c..a764f0a26b25 100644
--- a/addons/storyshots/storyshots-core/src/api/index.js
+++ b/addons/storyshots/storyshots-core/src/api/index.js
@@ -48,7 +48,7 @@ function testStorySnapshots(options = {}) {
     .filter(({ name }) => (storyNameRegex ? name.match(storyNameRegex) : true))
     .filter(({ kind }) => (storyKindRegex ? kind.match(storyKindRegex) : true))
     .reduce((acc, item) => {
-      const { kind, story: render, parameters } = item;
+      const { kind, storyFn: render, parameters } = item;
       const existing = acc.find(i => i.kind === kind);
       const { fileName } = item.parameters;
 
diff --git a/addons/storyshots/storyshots-core/src/frameworks/riot/renderTree.js b/addons/storyshots/storyshots-core/src/frameworks/riot/renderTree.js
index 77f81e12fa32..c95ccf8ff7f8 100644
--- a/addons/storyshots/storyshots-core/src/frameworks/riot/renderTree.js
+++ b/addons/storyshots/storyshots-core/src/frameworks/riot/renderTree.js
@@ -13,9 +13,9 @@ function bootstrapADocumentAndReturnANode() {
 function makeSureThatResultIsRenderedSomehow({ context, result, rootElement }) {
   if (!rootElement.firstChild) {
     riotForStorybook.render({
-      story: () => result,
+      storyFn: () => result,
       selectedKind: context.kind,
-      selectedStory: context.story,
+      selectedStory: context.name,
     });
   }
 }
diff --git a/addons/storysource/src/preview.js b/addons/storysource/src/preview.js
index 7b516ff53689..1aa601caa954 100644
--- a/addons/storysource/src/preview.js
+++ b/addons/storysource/src/preview.js
@@ -17,8 +17,8 @@ function setStorySource(context, source, locationsMap) {
 }
 
 export function withStorySource(source, locationsMap = {}) {
-  return (story, context) => {
+  return (storyFn, context) => {
     setStorySource(context, source, locationsMap);
-    return story();
+    return storyFn();
   };
 }
diff --git a/app/angular/src/client/preview/angular/helpers.ts b/app/angular/src/client/preview/angular/helpers.ts
index 7d5df639c1c3..f5e218d75b33 100644
--- a/app/angular/src/client/preview/angular/helpers.ts
+++ b/app/angular/src/client/preview/angular/helpers.ts
@@ -4,7 +4,7 @@ import { platformBrowserDynamic } from '@angular/platform-browser-dynamic';
 import { BrowserModule } from '@angular/platform-browser';
 import { AppComponent } from './components/app.component';
 import { STORY } from './app.token';
-import { NgModuleMetadata, IGetStory, NgStory } from './types';
+import { NgModuleMetadata, IStoryFn, NgStory } from './types';
 
 let platform: any = null;
 let promises: Array<Promise<NgModuleRef<any>>> = [];
@@ -40,8 +40,8 @@ const createComponentFromTemplate = (template: string, styles: string[]) => {
   })(componentClass);
 };
 
-const initModule = (currentStory: IGetStory) => {
-  const storyObj = currentStory();
+const initModule = (storyFn: IStoryFn) => {
+  const storyObj = storyFn();
   const { component, template, props, styles, moduleMetadata = {} } = storyObj;
 
   let AnnotatedComponent = template ? createComponentFromTemplate(template, styles) : component;
@@ -80,6 +80,6 @@ const draw = (newModule: DynamicComponentType): void => {
   }
 };
 
-export const renderNgApp = (story: IGetStory) => {
-  draw(initModule(story));
+export const renderNgApp = (storyFn: IStoryFn) => {
+  draw(initModule(storyFn));
 };
diff --git a/app/angular/src/client/preview/angular/types.ts b/app/angular/src/client/preview/angular/types.ts
index 317aa02a9bdb..0633eabea0ea 100644
--- a/app/angular/src/client/preview/angular/types.ts
+++ b/app/angular/src/client/preview/angular/types.ts
@@ -19,4 +19,4 @@ export interface NgStory {
   styles?: string[];
 }
 
-export type IGetStory = () => NgStory;
+export type IStoryFn = () => NgStory;
diff --git a/app/angular/src/client/preview/render.js b/app/angular/src/client/preview/render.js
index 9b0b027d0c38..c191b41d0789 100644
--- a/app/angular/src/client/preview/render.js
+++ b/app/angular/src/client/preview/render.js
@@ -1,6 +1,6 @@
 import { renderNgApp } from './angular/helpers';
 
-export default function render({ story, showMain }) {
+export default function render({ storyFn, showMain }) {
   showMain();
-  renderNgApp(story);
+  renderNgApp(storyFn);
 }
diff --git a/app/ember/src/client/preview/render.js b/app/ember/src/client/preview/render.js
index f9c1ba6e0a25..ec81aaea2e34 100644
--- a/app/ember/src/client/preview/render.js
+++ b/app/ember/src/client/preview/render.js
@@ -50,8 +50,15 @@ function render(options, el) {
     });
 }
 
-export default function renderMain({ story, selectedKind, selectedStory, showMain, showError }) {
-  const element = story();
+export default function renderMain({
+  storyFn,
+  selectedKind,
+  selectedStory,
+  showMain,
+  showError,
+  // forceRender,
+}) {
+  const element = storyFn();
 
   if (!element) {
     showError({
diff --git a/app/html/src/client/preview/render.js b/app/html/src/client/preview/render.js
index db2632aa91e2..a3898b72346f 100644
--- a/app/html/src/client/preview/render.js
+++ b/app/html/src/client/preview/render.js
@@ -4,25 +4,25 @@ import { stripIndents } from 'common-tags';
 const rootElement = document.getElementById('root');
 
 export default function renderMain({
-  story,
+  storyFn,
   selectedKind,
   selectedStory,
   showMain,
   showError,
   forceRender,
 }) {
-  const component = story();
+  const element = storyFn();
 
   showMain();
-  if (typeof component === 'string') {
-    rootElement.innerHTML = component;
-  } else if (component instanceof Node) {
+  if (typeof element === 'string') {
+    rootElement.innerHTML = element;
+  } else if (element instanceof Node) {
     if (forceRender === true) {
       return;
     }
 
     rootElement.innerHTML = '';
-    rootElement.appendChild(component);
+    rootElement.appendChild(element);
   } else {
     showError({
       title: `Expecting an HTML snippet or DOM node from the story: "${selectedStory}" of "${selectedKind}".`,
diff --git a/app/marko/src/client/preview/render.js b/app/marko/src/client/preview/render.js
index 50b892aaaf70..9b63a4317439 100644
--- a/app/marko/src/client/preview/render.js
+++ b/app/marko/src/client/preview/render.js
@@ -4,8 +4,15 @@ import { stripIndents } from 'common-tags';
 const rootEl = document.getElementById('root');
 let currLoadedComponent = null; // currently loaded marko widget!
 
-export default function renderMain({ story, selectedKind, selectedStory, showMain, showError }) {
-  const element = story();
+export default function renderMain({
+  storyFn,
+  selectedKind,
+  selectedStory,
+  showMain,
+  showError,
+  // forceRender,
+}) {
+  const element = storyFn();
 
   // We need to unmount the existing set of components in the DOM node.
   if (currLoadedComponent) {
diff --git a/app/mithril/src/client/preview/render.js b/app/mithril/src/client/preview/render.js
index 39b14981cda4..1760e37ab7f4 100644
--- a/app/mithril/src/client/preview/render.js
+++ b/app/mithril/src/client/preview/render.js
@@ -6,8 +6,15 @@ import { stripIndents } from 'common-tags';
 
 const rootEl = document.getElementById('root');
 
-export default function renderMain({ story, selectedKind, selectedStory, showMain, showError }) {
-  const element = story();
+export default function renderMain({
+  storyFn,
+  selectedKind,
+  selectedStory,
+  showMain,
+  showError,
+  // forceRender,
+}) {
+  const element = storyFn();
 
   if (!element) {
     const error = {
diff --git a/app/polymer/src/client/preview/render.js b/app/polymer/src/client/preview/render.js
index 6fbbe908c21f..c290eb4dc374 100644
--- a/app/polymer/src/client/preview/render.js
+++ b/app/polymer/src/client/preview/render.js
@@ -5,16 +5,16 @@ import { html, render, TemplateResult } from 'lit-html';
 const rootElement = document.getElementById('root');
 
 export default function renderMain({
-  story,
+  storyFn,
   selectedKind,
   selectedStory,
   showMain,
   showError,
   forceRender,
 }) {
-  const component = story();
+  const element = storyFn();
 
-  if (!component) {
+  if (!element) {
     showError({
       title: `Expecting a Polymer component from the story: "${selectedStory}" of "${selectedKind}".`,
       description: stripIndents`
@@ -26,18 +26,18 @@ export default function renderMain({
   }
 
   showMain();
-  if (typeof component === 'string') {
-    rootElement.innerHTML = component;
-  } else if (component instanceof TemplateResult) {
+  if (typeof element === 'string') {
+    rootElement.innerHTML = element;
+  } else if (element instanceof TemplateResult) {
     // `render` stores the TemplateInstance in the Node and tries to update based on that.
     // Since we reuse `rootElement` for all stories, remove the stored instance first.
     // But forceRender means that it's the same story, so we want too keep the state in that case.
     if (!forceRender) {
       render(html``, rootElement);
     }
-    render(component, rootElement);
+    render(element, rootElement);
   } else {
     rootElement.innerHTML = '';
-    rootElement.appendChild(component);
+    rootElement.appendChild(element);
   }
 }
diff --git a/app/preact/src/client/preview/render.js b/app/preact/src/client/preview/render.js
index 964c606470cf..edb9cf188f98 100644
--- a/app/preact/src/client/preview/render.js
+++ b/app/preact/src/client/preview/render.js
@@ -6,8 +6,15 @@ import { stripIndents } from 'common-tags';
 let renderedStory;
 const rootElement = document ? document.getElementById('root') : null;
 
-export default function renderMain({ story, selectedKind, selectedStory, showMain, showError }) {
-  const element = story();
+export default function renderMain({
+  storyFn,
+  selectedKind,
+  selectedStory,
+  showMain,
+  showError,
+  // forceRender,
+}) {
+  const element = storyFn();
 
   if (!element) {
     showError({
diff --git a/app/react/src/client/preview/render.js b/app/react/src/client/preview/render.js
index d4bd2627c16d..8ba7d5cc11ab 100644
--- a/app/react/src/client/preview/render.js
+++ b/app/react/src/client/preview/render.js
@@ -14,14 +14,14 @@ function render(node, el) {
 }
 
 export default function renderMain({
-  story,
+  storyFn,
   selectedKind,
   selectedStory,
   showMain,
   showError,
   forceRender,
 }) {
-  const element = story();
+  const element = storyFn();
 
   if (!element) {
     showError({
diff --git a/app/riot/src/client/preview/render.js b/app/riot/src/client/preview/render.js
index e332210d03cf..1e8651d3f79b 100644
--- a/app/riot/src/client/preview/render.js
+++ b/app/riot/src/client/preview/render.js
@@ -4,7 +4,7 @@ import { unregister } from 'riot';
 import { render as renderRiot } from './rendering';
 
 export default function renderMain({
-  story,
+  storyFn,
   selectedKind,
   selectedStory,
   showMain = () => {},
@@ -15,9 +15,9 @@ export default function renderMain({
   const rootElement = document.getElementById('root');
   rootElement.innerHTML = '';
   rootElement.dataset.is = 'root';
-  const component = story();
-  const rendered = renderRiot(component);
-  if (!rendered)
+  const element = storyFn();
+  const rendered = renderRiot(element);
+  if (!rendered) {
     showError({
       title: `Expecting a riot snippet or a riot component from the story: "${selectedStory}" of "${selectedKind}".`,
       description: stripIndents`
@@ -25,5 +25,6 @@ export default function renderMain({
         Use "() => <your snippet or node>" or when defining the story.
       `,
     });
+  }
   return rendered;
 }
diff --git a/app/svelte/src/client/preview/render.js b/app/svelte/src/client/preview/render.js
index a5e1f85d2598..4c80f788f1fb 100644
--- a/app/svelte/src/client/preview/render.js
+++ b/app/svelte/src/client/preview/render.js
@@ -42,7 +42,7 @@ function mountView({ Component, target, data, on, Wrapper, WrapperData }) {
 }
 
 export default function render({
-  story,
+  storyFn,
   selectedKind,
   selectedStory,
   showMain,
@@ -58,7 +58,7 @@ export default function render({
     on,
     Wrapper,
     WrapperData,
-  } = story();
+  } = storyFn();
 
   cleanUpPreviousStory();
 
diff --git a/app/vue/src/client/preview/render.js b/app/vue/src/client/preview/render.js
index e3227b3e71f9..93072b8071ba 100644
--- a/app/vue/src/client/preview/render.js
+++ b/app/vue/src/client/preview/render.js
@@ -18,7 +18,7 @@ const root = new Vue({
 });
 
 export default function render({
-  story,
+  storyFn,
   selectedKind,
   selectedStory,
   showMain,
@@ -28,9 +28,9 @@ export default function render({
 }) {
   Vue.config.errorHandler = showException;
 
-  const component = story();
+  const element = storyFn();
 
-  if (!component) {
+  if (!element) {
     showError({
       title: `Expecting a Vue component from the story: "${selectedStory}" of "${selectedKind}".`,
       description: stripIndents`
@@ -45,10 +45,10 @@ export default function render({
 
   // at component creation || refresh by HMR
   if (!root[COMPONENT] || !forceRender) {
-    root[COMPONENT] = component;
+    root[COMPONENT] = element;
   }
 
-  root[VALUES] = component.options[VALUES];
+  root[VALUES] = element.options[VALUES];
 
   if (!root.$el) {
     root.$mount('#root');
diff --git a/docs/.storybook/config.js b/docs/.storybook/config.js
index ac173268f49d..85850bef9c40 100644
--- a/docs/.storybook/config.js
+++ b/docs/.storybook/config.js
@@ -5,7 +5,7 @@ import { MemoryRouter } from 'react-router';
 import 'bootstrap/dist/css/bootstrap.css';
 import '../src/css/main.css';
 
-addDecorator(story => <MemoryRouter>{story()}</MemoryRouter>);
+addDecorator(storyFn => <MemoryRouter>{storyFn()}</MemoryRouter>);
 
 function loadStories() {
   require('../src/stories');
diff --git a/docs/src/pages/basics/writing-stories/index.md b/docs/src/pages/basics/writing-stories/index.md
index 20d87e9ad06b..1a6167ad0b95 100644
--- a/docs/src/pages/basics/writing-stories/index.md
+++ b/docs/src/pages/basics/writing-stories/index.md
@@ -79,7 +79,7 @@ import { storiesOf } from '@storybook/react';
 import MyComponent from '../my_component';
 
 storiesOf('MyComponent', module)
-  .addDecorator(story => <div style={{ textAlign: 'center' }}>{story()}</div>)
+  .addDecorator(storyFn => <div style={{ textAlign: 'center' }}>{storyFn()}</div>)
   .add('without props', () => <MyComponent />)
   .add('with some props', () => <MyComponent text="The Comp" />);
 ```
@@ -92,7 +92,7 @@ It is possible to apply a decorator **globally** to all the stories. Here is an
 import React from 'react';
 import { configure, addDecorator } from '@storybook/react';
 
-addDecorator(story => <div style={{ textAlign: 'center' }}>{story()}</div>);
+addDecorator(storyFn => <div style={{ textAlign: 'center' }}>{storyFn()}</div>);
 
 configure(function() {
   // ...
diff --git a/examples/html-kitchen-sink/stories/addon-events.stories.js b/examples/html-kitchen-sink/stories/addon-events.stories.js
index 954f7eeea87a..5da5b3b9c38a 100644
--- a/examples/html-kitchen-sink/stories/addon-events.stories.js
+++ b/examples/html-kitchen-sink/stories/addon-events.stories.js
@@ -85,9 +85,9 @@ storiesOf('Addons|Events', module)
       ],
     })
   )
-  .addDecorator(story => {
+  .addDecorator(storyFn => {
     addons.getChannel().emit(CoreEvents.REGISTER_SUBSCRIPTION, subscription);
-    return story();
+    return storyFn();
   })
   .add(
     'Logger',
diff --git a/examples/official-storybook/config.js b/examples/official-storybook/config.js
index be51e97003bd..cefbf2d199d3 100644
--- a/examples/official-storybook/config.js
+++ b/examples/official-storybook/config.js
@@ -33,10 +33,10 @@ addDecorator(withCssResources);
 addDecorator(withA11Y);
 addDecorator(withNotes);
 
-addDecorator(fn => (
+addDecorator(storyFn => (
   <ThemeProvider theme={themes.normal}>
     <Global styles={createReset} />
-    {fn()}
+    {storyFn()}
   </ThemeProvider>
 ));
 
diff --git a/examples/official-storybook/stories/addon-events.stories.js b/examples/official-storybook/stories/addon-events.stories.js
index afa8dde8ad72..8c17d0a917a5 100644
--- a/examples/official-storybook/stories/addon-events.stories.js
+++ b/examples/official-storybook/stories/addon-events.stories.js
@@ -83,9 +83,9 @@ storiesOf('Addons|Events.deprecated', module)
       selectedPanel: 'storybook/events/panel',
     },
   })
-  .addDecorator(story => (
+  .addDecorator(storyFn => (
     <WithEvents emit={emit} events={events}>
-      {story()}
+      {storyFn()}
     </WithEvents>
   ))
   .add('Logger', () => <Logger emitter={emitter} />);
diff --git a/examples/official-storybook/stories/addon-links.stories.js b/examples/official-storybook/stories/addon-links.stories.js
index b2d00fb73792..c5f6a148ba6d 100644
--- a/examples/official-storybook/stories/addon-links.stories.js
+++ b/examples/official-storybook/stories/addon-links.stories.js
@@ -49,10 +49,10 @@ storiesOf('Addons|Links.Href', module).add(
 );
 
 storiesOf('Addons|Links.Scroll position', module)
-  .addDecorator(story => (
+  .addDecorator(storyFn => (
     <Fragment>
       <div style={{ marginBottom: '100vh' }}>Scroll down to see the link</div>
-      {story()}
+      {storyFn()}
     </Fragment>
   ))
   .add('First', () => <LinkTo story="Second">Go to Second</LinkTo>)
diff --git a/examples/polymer-cli/src/stories/custom-decorators.stories.js b/examples/polymer-cli/src/stories/custom-decorators.stories.js
index c2ef4cdf3ddb..158b8be733cc 100644
--- a/examples/polymer-cli/src/stories/custom-decorators.stories.js
+++ b/examples/polymer-cli/src/stories/custom-decorators.stories.js
@@ -2,8 +2,8 @@ import { storiesOf } from '@storybook/polymer';
 import { document } from 'global';
 
 storiesOf('Custom|Decorator', module)
-  .addDecorator(story => {
-    const el = story();
+  .addDecorator(storyFn => {
+    const el = storyFn();
     el.setAttribute('title', `${el.getAttribute('title')} - decorated`);
     return el;
   })
diff --git a/examples/vue-kitchen-sink/src/stories/custom-decorators.stories.js b/examples/vue-kitchen-sink/src/stories/custom-decorators.stories.js
index 3ff256088776..3c3a022d3cdd 100644
--- a/examples/vue-kitchen-sink/src/stories/custom-decorators.stories.js
+++ b/examples/vue-kitchen-sink/src/stories/custom-decorators.stories.js
@@ -3,9 +3,9 @@ import { storiesOf } from '@storybook/vue';
 import MyButton from './Button.vue';
 
 storiesOf('Custom|Decorator for Vue', module)
-  .addDecorator(story => {
-    // Decorated with story function
-    const WrapButton = story();
+  .addDecorator(storyFn => {
+    // Decorated with story-function
+    const WrapButton = storyFn();
     return {
       components: { WrapButton },
       template: '<div :style="{ border: borderStyle }"><wrap-button/></div>',
diff --git a/lib/client-api/src/client_api.js b/lib/client-api/src/client_api.js
index cb13752d4830..238a2ff1e719 100644
--- a/lib/client-api/src/client_api.js
+++ b/lib/client-api/src/client_api.js
@@ -4,7 +4,6 @@ import isPlainObject from 'is-plain-object';
 import { logger } from '@storybook/client-logger';
 import addons from '@storybook/addons';
 import Events from '@storybook/core-events';
-import memoize from 'memoizerific';
 import mergeWith from 'lodash.mergewith';
 import isEqual from 'lodash.isequal';
 
@@ -31,7 +30,7 @@ const merge = (a, b) =>
     return undefined;
   });
 
-export const defaultDecorateStory = (getStory, decorators) =>
+export const defaultDecorateStory = (storyFn, decorators) =>
   decorators.reduce(
     (decorated, decorator) => (context = {}) =>
       decorator(
@@ -47,7 +46,7 @@ export const defaultDecorateStory = (getStory, decorators) =>
           ),
         context
       ),
-    getStory
+    storyFn
   );
 
 const metaSubscription = () => {
@@ -57,7 +56,9 @@ const metaSubscription = () => {
 };
 
 const withSubscriptionTracking = storyFn => {
-  if (!addons.hasChannel()) return storyFn();
+  if (!addons.hasChannel()) {
+    return storyFn();
+  }
   subscriptionsStore.markAllAsUnused();
   subscriptionsStore.register(metaSubscription);
   const result = storyFn();
@@ -145,7 +146,7 @@ export default class ClientApi {
       };
     });
 
-    api.add = (storyName, getStory, parameters) => {
+    api.add = (storyName, storyFn, parameters) => {
       const { _globalParameters, _globalDecorators } = this;
       const id = toId(kind, storyName);
 
@@ -159,11 +160,6 @@ export default class ClientApi {
         });
       }
 
-      // Wrap the getStory function with each decorator. The first
-      // decorator will wrap the story function. The second will
-      // wrap the first decorator and so on.
-      const decorators = [...localDecorators, ..._globalDecorators, withSubscriptionTracking];
-
       const fileName = m ? m.id : null;
 
       const { hierarchyRootSeparator, hierarchySeparator } = this.getSeparators();
@@ -196,15 +192,19 @@ export default class ClientApi {
         { fileName }
       );
 
-      this._storyStore.addStory({
-        id,
-        kind,
-        name: storyName,
-        story: getStory,
-        // lazily decorate the story when it's loaded
-        getDecorated: memoize(1)(() => this._decorateStory(getStory, decorators)),
-        parameters: allParam,
-      });
+      this._storyStore.addStory(
+        {
+          id,
+          kind,
+          name: storyName,
+          storyFn,
+          parameters: allParam,
+        },
+        {
+          applyDecorators: this._decorateStory,
+          getDecorators: () => [...localDecorators, ..._globalDecorators, withSubscriptionTracking],
+        }
+      );
       return api;
     };
 
@@ -221,8 +221,8 @@ export default class ClientApi {
     return api;
   };
 
+  // legacy
   getStorybook = () =>
-    // TODO: this could all be 1 call
     this._storyStore.getStoryKinds().map(kind => {
       const fileName = this._storyStore.getStoryFileName(kind);
 
diff --git a/lib/client-api/src/client_api.test.js b/lib/client-api/src/client_api.test.js
index 20ec7c9db80b..ebf4d99b1912 100644
--- a/lib/client-api/src/client_api.test.js
+++ b/lib/client-api/src/client_api.test.js
@@ -123,7 +123,7 @@ describe('preview.client_api', () => {
         .addDecorator(fn => `aa-${fn()}`)
         .add('name', () => 'Hello');
 
-      expect(storyStore.fromId('kind--name').story()).toBe('aa-Hello');
+      expect(storyStore.fromId('kind--name').storyFn()).toBe('aa-Hello');
     });
 
     it('should add global decorators', () => {
@@ -136,7 +136,7 @@ describe('preview.client_api', () => {
 
       storiesOf('kind', module).add('name', () => 'Hello');
 
-      expect(storyStore.fromId('kind--name').story()).toBe('bb-Hello');
+      expect(storyStore.fromId('kind--name').storyFn()).toBe('bb-Hello');
     });
 
     it('should utilize both decorators at once', () => {
@@ -151,7 +151,7 @@ describe('preview.client_api', () => {
         .addDecorator(fn => `bb-${fn()}`)
         .add('name', () => 'Hello');
 
-      expect(storyStore.fromId('kind--name').story()).toBe('aa-bb-Hello');
+      expect(storyStore.fromId('kind--name').storyFn()).toBe('aa-bb-Hello');
     });
 
     it('should pass the context', () => {
@@ -164,7 +164,7 @@ describe('preview.client_api', () => {
         .addDecorator(fn => `aa-${fn()}`)
         .add('name', c => `${c.kind}-${c.name}`);
 
-      const result = storyStore.fromId('kind--name').story();
+      const result = storyStore.fromId('kind--name').storyFn();
       expect(result).toBe(`aa-kind-name`);
     });
 
@@ -178,7 +178,7 @@ describe('preview.client_api', () => {
         .addDecorator((fn, { kind, name }) => `${kind}-${name}-${fn()}`)
         .add('name', () => 'Hello');
 
-      const result = storyStore.fromId('kind--name').story();
+      const result = storyStore.fromId('kind--name').storyFn();
       expect(result).toBe(`kind-name-Hello`);
     });
   });
@@ -252,8 +252,8 @@ describe('preview.client_api', () => {
         clientApi: { getStorybook, storiesOf },
       } = getContext();
 
-      const story = jest.fn();
-      storiesOf('kind', { id: 'foo.js' }).add('name', story);
+      const fn = jest.fn();
+      storiesOf('kind', { id: 'foo.js' }).add('name', fn);
 
       const storybook = getStorybook();
 
diff --git a/lib/client-api/src/story_store.js b/lib/client-api/src/story_store.js
index bf140005c052..b7dce29d0bb0 100644
--- a/lib/client-api/src/story_store.js
+++ b/lib/client-api/src/story_store.js
@@ -2,10 +2,13 @@
 import { history, document } from 'global';
 import EventEmitter from 'eventemitter3';
 import qs from 'qs';
-import Events from '@storybook/core-events';
-import { logger } from '@storybook/client-logger';
+import memoize from 'memoizerific';
 import debounce from 'lodash.debounce';
 import { stripIndents } from 'common-tags';
+
+import Events from '@storybook/core-events';
+import { logger } from '@storybook/client-logger';
+
 import toId from './id';
 import pathToId from './pathToId';
 
@@ -93,10 +96,7 @@ export default class StoryStore extends EventEmitter {
         return null;
       }
 
-      return {
-        ...data,
-        story: p => data.getDecorated()({ ...data, parameters: { ...data.parameters, ...p } }),
-      };
+      return data;
     } catch (e) {
       logger.warn('failed to get story:', this._data);
       logger.error(e);
@@ -134,28 +134,48 @@ export default class StoryStore extends EventEmitter {
     delete _data[id];
   };
 
-  addStory({ id, kind, name: storyName, story, getDecorated, parameters = {} }) {
+  addStory(
+    { id, kind, name, storyFn: original, parameters = {} },
+    { getDecorators, applyDecorators }
+  ) {
     const { _data } = this;
 
     if (_data[id]) {
       logger.warn(stripIndents`
-      Story with id ${id} already exists in the store!
+        Story with id ${id} already exists in the store!
 
-      Perhaps you added the same story twice, or you have a name collision?
-      Story ids need to be unique -- ensure you aren't using the same names modolo url-sanitization.`);
+        Perhaps you added the same story twice, or you have a name collision?
+        Story ids need to be unique -- ensure you aren't using the same names modolo url-sanitization.
+      `);
     }
 
-    _data[id] = toChild({
+    const identification = {
+      id,
       kind,
-      name: storyName,
-      story,
+      name,
+      story: name, // legacy
+    };
+
+    // immutable original storyFn
+    const getOriginal = () => original;
+
+    // lazily decorate the story when it's loaded
+    const getDecorated = memoize(1)(() => applyDecorators(getOriginal(), getDecorators()));
+
+    const storyFn = p => getDecorated()({ ...identification, parameters: { ...parameters, ...p } });
+
+    _data[id] = toChild({
+      ...identification,
+
       getDecorated,
+      getOriginal,
+      storyFn,
+
       parameters,
-      id,
     });
 
     // LEGACY DATA
-    this.addLegacyStory({ kind, name: storyName, story, getDecorated, parameters });
+    this.addLegacyStory({ kind, name, storyFn, parameters });
 
     // LET'S SEND IT TO THE MANAGER
     this.pushToManager();
@@ -179,7 +199,7 @@ export default class StoryStore extends EventEmitter {
     this._revision += 1;
   }
 
-  addLegacyStory({ kind, name, getDecorated, parameters = {} }) {
+  addLegacyStory({ kind, name, storyFn, parameters = {} }) {
     const k = toKey(kind);
     if (!this._legacydata[k]) {
       this._legacydata[k] = {
@@ -194,7 +214,7 @@ export default class StoryStore extends EventEmitter {
       name,
       // kind,
       index: getId(),
-      fn: (...args) => getDecorated()(...args),
+      story: storyFn,
       parameters,
     };
   }
@@ -243,9 +263,9 @@ export default class StoryStore extends EventEmitter {
       return null;
     }
 
-    const { fn, parameters } = storyInfo;
+    const { story, parameters } = storyInfo;
     return {
-      story: fn,
+      story,
       parameters,
     };
   }
@@ -261,13 +281,8 @@ export default class StoryStore extends EventEmitter {
       return null;
     }
 
-    const { story, parameters } = data;
-    return () =>
-      story({
-        kind,
-        story: name,
-        parameters,
-      });
+    const { story } = data;
+    return () => story();
   }
 
   removeStoryKind(kind) {
diff --git a/lib/client-api/src/story_store.test.js b/lib/client-api/src/story_store.test.js
index 6b810de211ec..8eb79a840f2d 100644
--- a/lib/client-api/src/story_store.test.js
+++ b/lib/client-api/src/story_store.test.js
@@ -3,6 +3,7 @@ import createChannel from '@storybook/channel-postmessage';
 import Events from '@storybook/core-events';
 
 import StoryStore, { splitPath } from './story_store';
+import { defaultDecorateStory } from './client_api';
 import toId from './id';
 
 jest.mock('global', () => ({
@@ -21,22 +22,27 @@ jest.mock('global', () => ({
 
 const channel = createChannel({ page: 'preview' });
 
-const make = (kind, name, story, parameters = {}) => ({
-  kind,
-  name,
-  story,
-  getDecorated: () => story,
-  parameters,
-  id: toId(kind, name),
-});
+const make = (kind, name, storyFn, parameters = {}) => [
+  {
+    kind,
+    name,
+    storyFn,
+    parameters,
+    id: toId(kind, name),
+  },
+  {
+    applyDecorators: defaultDecorateStory,
+    getDecorators: () => [],
+  },
+];
 
 describe('preview.story_store', () => {
   describe('raw storage', () => {
     it('stores hash object', () => {
       const store = new StoryStore({ channel });
-      store.addStory(make('a', '1', () => 0));
-      store.addStory(make('a', '2', () => 0));
-      store.addStory(make('b', '1', () => 0));
+      store.addStory(...make('a', '1', () => 0));
+      store.addStory(...make('a', '2', () => 0));
+      store.addStory(...make('b', '1', () => 0));
 
       const extracted = store.extract();
 
@@ -62,10 +68,10 @@ describe('preview.story_store', () => {
     it('should return storybook with stories', () => {
       const store = new StoryStore({ channel });
 
-      store.addStory(make('kind-1', 'story-1.1', () => 0));
-      store.addStory(make('kind-1', 'story-1.2', () => 0));
-      store.addStory(make('kind-2', 'story-2.1', () => 0));
-      store.addStory(make('kind-2', 'story-2.2', () => 0));
+      store.addStory(...make('kind-1', 'story-1.1', () => 0));
+      store.addStory(...make('kind-1', 'story-1.2', () => 0));
+      store.addStory(...make('kind-2', 'story-2.1', () => 0));
+      store.addStory(...make('kind-2', 'story-2.2', () => 0));
 
       expect(store.dumpStoryBook()).toEqual([
         {
@@ -83,9 +89,9 @@ describe('preview.story_store', () => {
   describe('getStoryFileName', () => {
     it('should return the filename of the first story passed for the kind', () => {
       const store = new StoryStore({ channel });
-      store.addStory(make('kind-1', 'story-1.1', () => 0, { fileName: 'foo.js' }));
-      store.addStory(make('kind-1', 'story-1.2', () => 0, { fileName: 'foo-2.js' }));
-      store.addStory(make('kind-2', 'story-2.1', () => 0, { fileName: 'bar.js' }));
+      store.addStory(...make('kind-1', 'story-1.1', () => 0, { fileName: 'foo.js' }));
+      store.addStory(...make('kind-1', 'story-1.2', () => 0, { fileName: 'foo-2.js' }));
+      store.addStory(...make('kind-2', 'story-2.1', () => 0, { fileName: 'bar.js' }));
 
       expect(store.getStoryFileName('kind-1')).toBe('foo.js');
       expect(store.getStoryFileName('kind-2')).toBe('bar.js');
@@ -107,7 +113,7 @@ describe('preview.story_store', () => {
         fileName: 'foo.js',
         parameter: 'value',
       };
-      store.addStory(make('kind', 'name', story, parameters));
+      store.addStory(...make('kind', 'name', story, parameters));
 
       expect(store.getStoryAndParameters('kind', 'name').parameters).toEqual(parameters);
     });
@@ -116,16 +122,18 @@ describe('preview.story_store', () => {
   describe('getStoryWithContext', () => {
     it('should return a function that calls the story with the context', () => {
       const store = new StoryStore({ channel });
-      const story = jest.fn();
+      const storyFn = jest.fn();
       const parameters = {
         fileName: 'foo.js',
         parameter: 'value',
       };
-      store.addStory(make('kind', 'name', story, parameters));
+      store.addStory(...make('kind', 'name', storyFn, parameters));
 
       const storyWithContext = store.getStoryWithContext('kind', 'name');
       storyWithContext();
-      expect(story).toHaveBeenCalledWith({
+      expect(storyFn).toHaveBeenCalledWith({
+        id: 'kind--name',
+        name: 'name',
         kind: 'kind',
         story: 'name',
         parameters,
@@ -143,8 +151,7 @@ describe('preview.story_store', () => {
   });
 
   describe('STORY_INIT', () => {
-    const story = () => 0;
-    const storyBundle = make('kind', 'story', story);
+    const storyFn = () => 0;
 
     it('supports path params', () => {
       document.location = {
@@ -152,27 +159,28 @@ describe('preview.story_store', () => {
         search: '?path=/story/kind--story&bar=baz',
       };
       const store = new StoryStore({ channel });
-      store.addStory(storyBundle);
+      store.addStory(...make('kind', 'story', storyFn));
       store.setSelection = jest.fn();
 
       store.emit(Events.STORY_INIT);
       expect(history.replaceState).toHaveBeenCalledWith({}, '', 'pathname?bar=baz&id=kind--story');
       expect(store.setSelection).toHaveBeenCalled();
-      expect(store.setSelection.mock.calls[0][0].getDecorated()).toEqual(story);
+      expect(store.setSelection.mock.calls[0][0].getDecorated()).toEqual(storyFn);
     });
+
     it('supports story kind/name params', () => {
       document.location = {
         pathname: 'pathname',
         search: '?selectedKind=kind&selectedStory=story&bar=baz',
       };
       const store = new StoryStore({ channel });
-      store.addStory(storyBundle);
+      store.addStory(...make('kind', 'story', storyFn));
       store.setSelection = jest.fn();
 
       store.emit(Events.STORY_INIT);
       expect(history.replaceState).toHaveBeenCalledWith({}, '', 'pathname?bar=baz&id=kind--story');
       expect(store.setSelection).toHaveBeenCalled();
-      expect(store.setSelection.mock.calls[0][0].getDecorated()).toEqual(story);
+      expect(store.setSelection.mock.calls[0][0].getDecorated()).toEqual(storyFn);
     });
   });
 
diff --git a/lib/core/src/client/preview/start.js b/lib/core/src/client/preview/start.js
index 01d0a3b5eca3..b4da2b35267b 100644
--- a/lib/core/src/client/preview/start.js
+++ b/lib/core/src/client/preview/start.js
@@ -113,9 +113,10 @@ export default function start(render, { decorateStory } = {}) {
 
   const renderMain = forceRender => {
     const revision = storyStore.getRevision();
-    const { kind, name, story, id } = storyStore.getSelection() || {};
+    const selection = storyStore.getSelection();
+    const { kind, name, getDecorated, id } = selection || {};
 
-    if (story) {
+    if (getDecorated) {
       // Render story only if selectedKind or selectedStory have changed.
       // However, we DO want the story to re-render if the store itself has changed
       // (which happens at the moment when HMR occurs)
@@ -140,7 +141,7 @@ export default function start(render, { decorateStory } = {}) {
 
       render({
         ...context,
-        story,
+        ...selection,
         selectedKind: kind,
         selectedStory: name,
         forceRender,