Should a Christian production firm like MoonDog Radio practice The Art of War principles, written in 6th Century China by Sun Tzu -- it's not as gruesome as it sounds. Sun Tzu's principles are embodied first in "capture your market (subdue the enemy) without destroying it". MoonDog Radio is doing this now by attacking parts of the Christian market that are under-served. How many creative, experienced media experts do you know that are familiar with the works of Francis Schaefer, Alvin Plantinga, and William Lane Craig?
Secondly, "avoid your competitor's strength, and attack their weakness." That's what I call the David & Goliath strategy. MoonDog Radio is a new Christian radio production and media consulting business that can't compete now with large secular organizations; however, the price, talent, skills, and Christian foundation combined provide clients with a superior service.
Thirdly, “know the enemy (competition) and know yourself; in a hundred battles you will never be in peril.” You have to use media strategies that exploit your unique strengths. What is your unique selling proposition (USP)? The reason others should use your services, information, or products as opposed to someone else's or nothing at all?
Fourth, “To rely on rustics and not prepare is the greatest of crimes; to be prepared beforehand for any contingency is the greatest of virtues.” Preparation, concentration, and moderation in planning and execution provides you with the greatest potential for swiftly overcoming the competition. Speed requires a lot of preparation -- eliminating waste, reducing operational defects, and adding value to your customers.
Fifth, "...those skilled in war bring the enemy to the field of battle and are not brought there by him.” In communication plans in particular it is important to form "Survival" like alliances and strategies that shape, influence, and educated your customers, clients -- and opponents. It means seizing control of the market, event or medium -- skillfully putting it in your own hands. Take control of your campaigns, key themes, and messages. Mahammad Ali was brilliant at this with his famous "rope the dope". Let your competition wear themselves out if they choose and then strike with precision.
Sixth, “when one treats people with benevolence, justice and righteousness, and reposes confidence in them, the army will be united in mind and all will be happy to serve their leaders.” Develop your integrity and character as a leader in the Christian community and look to production and media consulting firms that have a vested interest in evangelism, strengthening believers, and shaping culture -- that's the beginning of an effective media outreach.
Sun Tzu wanted his leaders to be wise, sincere, humane, courageous, and strict. That's something we also embrace in the Christian community. Most of us are trying to "fight the good fight", not a literal war -- never-the-less, these are strong principles used in the business world to build creative strategies and sustain success. MoonDog Radio is "the premiere Christian radio production and media consulting firm in America." Our goals are to glorify God through the highest caliber of radio-social media production and consulting to pastors, apologists, and personalities. We call our friends "MoonDoggers" and ask for your prayers and voice in telling others about us. God has called Mike "MoonDog" Burnette to establish an organization of talented, creative broadcasters, writers, and social media experts schooled well in theology, apologetics, and philosophy. Working together we are strengthening believers, evangelizing, and shaping our culture. Prepare for battle!
Blessings in Christ! MD