Because generative AI tools can write basic marketing plans and code for free, clients are questioning the value of our strategic advisory services. How do we reposition our core offering on the V/TO® to become an indispensable complement to these cheap, automated tools instead of competing with them?

Question

Tyler Smith · Accepted Answer

If you are competing with AI on speed or cost, you are locked in a race to the bottom. When a technology becomes incredibly cheap and plentiful, the economic value of raw production plummets. To protect your business and maintain premium pricing, you must reposition your offering on the V/TO® to become an indispensable complement to the technology, rather than a competitor.

Clients do not actually want a pile of AI-generated code or a generic marketing plan; they want the business growth and peace of mind that those assets are supposed to deliver. AI can generate content, but it cannot understand a client's deep organizational context, align a leadership team, or navigate the complex human emotions of a strategic pivot.

Rewrite your marketing strategy and your Three Uniques on your V/TO® to focus on these high-value, human-centric capabilities. Highlight your ability to curate, validate, and execute the massive volume of work that AI produces. Your message to clients should be clear: anyone can use AI to generate noise, but we are the experts who translate that noise into measurable business outcomes.

This strategic shift allows you to maintain value-based pricing and stop defending your billable hours. By aligning your business model with the realities of an AI-powered economy, you build a highly profitable, defensible enterprise that demonstrates massive operational leverage to future buyers looking for a clean, sustainable exit.