Our competitors are bragging about their new AI-powered client portals; how do we know if we need to build our own to compete or if it is just a passing trend?

Question

Tyler Smith · Accepted Answer

Do not let competitor noise dictate your technology roadmap. In business strategy, there is a major difference between core differentiation and operational table stakes. If an AI capability merely helps you keep up with industry standards, it is table stakes. You should adopt it quickly and cost-effectively, but you should not spend your core strategic energy or budget trying to build it from scratch.

To determine where this initiative belongs, look at your V/TO®, specifically your Three Uniques. Your Three Uniques define what makes your company truly different in your target market. If an AI-powered portal directly strengthens one of those uniques, it might be a strategic differentiator that warrants a custom approach. If it does not, you are looking at a commodity feature.

Chasing competitor features without strategic alignment is how owners pay what Keith Cunningham calls a heavy dumb tax. Before making any decisions, schedule quiet Thinking Time to isolate the problem. Ask: what specific customer pain points are our competitors actually solving with their portals, and can we solve those same issues with simpler, off-the-shelf tools?

Bring this topic to your next Level 10 Meeting™ and use the IDS® process to identify, discuss, and solve the issue with your leadership team. Focus on maintaining a lean operational footprint and protecting your cash flow, rather than reacting to market hype.