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We are, as a species, addicted to story. Even when the body goes to sleep, the mind stays up all night, telling itself stories.

Jonathan Gottschall
Storytelling is about two things; it's about character and plot.

George Lucas


A counter-cultural discipleship course discovers their brand's overarching story.

Ministry Growth & Evolution

Pete Scazzero’s Emotionally Healthy Discipleship (EHD) is a countercultural discipleship course that launches people into transformative relationships with God and others. So as the organization grew and evolved over time, they wanted to create a fresh website that would reflect those updates and communicate their brand personality well.

PlainJoe first helped the team from Emotionally Healthy Discipleship discover the overarching story their brand tells when people encounter them at a conference, online, or in a bookstore.

They found that their brand personality, the identity their audience responds to, could be expressed in 5 simple words; Bold, Transparent, Practical, Passionate, and Humble. These words gave guidance to the way they represented themselves on their new website.

“Bold, Transparent, Practical, Passionate, and Humble”

We helped them see that the 5 or 6 products they offered on their website with equal measure, were causing too much noise for guests, confusing them and stunting their ability to find what they need.

They were then able to refine their product offerings into one program with two distinct parts that could become the focus of their brand and guide guests simply and clearly through the website; Emotionally Healthy Relationships, and Emotionally Healthy Spirituality.

Getting to the Core Message

PlainJoe worked with EHD to highlight the core message of the organization by distilling Pete’s broad knowledge and insight so that more people could engage quickly with the material.

To help EHD provide more life-changing content on a regular basis, we helped them identify the ideal channels for reader engagement, build their email distribution list, and capture emails more effectively.

At PlainJoe, we are big fans of Pete Scazzero and Emotionally Healthy Discipleship, and humbled to serve them by bringing their story more clearly to those who need their valuable resources.