Chris Kresser is addressing the failure of healthcare to reverse chronic health conditions. He's taken his world renowned expertise in functional medicine and ancestral health and created programs that put practitioners and health coaches on the fast track to ending chronic conditions by providing what's been missing in modern medicine since it's inception; partnerships in implementing change. The Kresser Institute is enlisting and empowering practitioners and health coaches, teaching them what to rely on each other for to maximize the impact both can have on patient outcomes. This is the movement that will change medicine because it finally puts care and customer into a partnership of shared responsibility for achieving health.

When Chris reached out to dial in the avatars for this brand – or better stated – this movement, I was honored. The pace at which this brand converts interested parties into graduates directly correlates to how quickly a sustainable solution for chronic disease can be co-created. I spoke to their customers in 1:1 interviews to identify their use of language, assess their sentiments – fears, frustrations, wants and desires – and found two clearly differentiated camps. Each needed a different discussion to make the choice to move forward and invest. Instead of a one-size-fits all funnel, this team now knows how to nurture each avatar from curiosity in their programs to a commitment to join the movement. That's a win we are proud to have facilitated.