We cannot be the 1^st mover in the “Christian church” category in Austin, obviously, so our goal is to create a new category: “Christianity 2.0”. We will sacrifice market leadership in whatever areas are necessary in order to focus on our unique values and offerings. We will focus on opposite characteristics and not on similarities with category leaders / first movers. The goal is to communicate our differences in a compassionate, non-argumentative way to those who are looking for something different.

Advertising will focus on the “New Way” brand, appealing to people who are spiritually minded but view traditional christianity as outdated and no-longer in synch with postmodern reality. E.g., “Imagine a New Way of seeing God”, “No satisfied Christians here”, etc. Affiliation with the “New Church” umbrella brand will be clear. “New Way” draws on early apostolic Christianity’s original name, “The Way”, while also subtly evoking a more eastern, wholistic approach to spirituality. By tagging the brand with “Christianity 2.0” we emphasize the “New” in “New Way” and “New Church” in a way that appeals to postmodern tech-savvy adults looking for something more than just another flavor of old-school organized religion.

[This is from the Launch Plan for New Way Church in Austin, TX. Yesterday we talked about the commitment to No Premature Real Estate. Tomorrow I'll explain Service Evangelism.]