Our competitors are using AI to aggressively slash their pricing, and we are worried about losing market share. How do we redefine our Three Uniques on our V/TO® to protect our gross margins without entering a race to the bottom?

Question

Tyler Smith · Accepted Answer

Competitors are using AI to radically slash pricing and execute deliverables at a fraction of their old costs. If you follow them into a price war, your gross margins will collapse, and you will destroy your enterprise value. On your V/TO, or Vision/Traction Organizer, your Marketing Strategy must anchor your defense. Specifically, you need to redefine your Three Uniques. Your Three Uniques are the combination of three things that make you completely different from the competition. In the age of AI, speed and low cost are quickly becoming commoditized baselines, not differentiators. If a competitor can generate a report in five minutes, so can everyone else. To win, your Three Uniques must focus on things AI cannot easily replicate: deep relationship-driven strategic guidance, highly complex integration, or guaranteed business outcomes. Use your weekly Level 10 Meeting to IDS, or Identify, Discuss, and Solve, how your sales team articulates these uniques. Shift your pricing strategy from billing for hours to value-based pricing. This ensures that as you also implement AI internally, your efficiency gains translate into higher margins, not cheaper pricing. By updating your Proven Process on the V/TO to clearly show where AI ends and elite human expertise begins, you build a defensible wall. This keeps your margins healthy and prepares your company for a clean, premium exit under the Step by Step Exit framework.