In this episode Elizabeth Coffey speaks with Mike Horn of ASHA about narrative change, brand identity, and the power of listening. Mike explains ASHA’s approach—finding a simple, generative idea that grounds an organization’s identity, using art and behavioral design to open space for new stories, and building a platform that lets those stories travel.

The conversation also covers ASHA’s collaboration with Wesleyan Impact Partners, Rooted Good, and Parrish Collective to reframe Christian narratives, reach diverse audiences (including the ‘Dones’ group), and test stories in the real world.

https://ashaandco.uk/

In this episode of The Backstory, hosts Elizabeth, Josh, and Shannon pull back the curtain on a national storytelling project led by Wesleyan Impact Partners, Parish Collective, and Rooted Good. Guests Blair Thompson and Tim Soerens describe audience research into the “Dones” (people who feel ‘done’ with church), the creative strategy, and plans for both big‑budget and grassroots story pipelines.

The conversation explores partnership dynamics, funding and project roles, lessons from the planning phase, and the team’s approach to testing, learning, and scaling stories that aim to broaden how people see and experience church.

Hosts Elizabeth, Josh, and Shannon share project updates—recent hires, RFPs, and the start of paid production—as they push the National Storytelling Initiative from planning into action.

Shannon and Josh discuss fresh audience research showing many active Christians on the edge of church life and the need for more compelling, relevant stories. They also preview upcoming storytelling tests, campaigns, and gatherings.

Guest Melissa Spas, Belmont’s new managing director for the coordination program, explains goals to listen, convene, and build shared resources so grantees can learn from one another and scale narrative work across diverse Christian communities.

Find more about the coordination efforts at: https://www.belmont.edu/storytelling-coordination-program/