Since AI has made high-quality technical output accessible to anyone, our core service has become heavily commoditized and our pricing power is eroding. How do we use our V/TO® Core Focus and target market definitions to rebuild our differentiation and defend our premium margins?

Question

Tyler Smith · Accepted Answer

When technology commoditizes your technical output, you cannot compete on price without destroying your business. You must shift your strategic focus. This requires a hard, honest review of your V/TO® (Vision/Traction Organizer®).

- First, look at your Core Focus™. Your Core Focus™ is your sweet spot, consisting of your purpose, cause, or passion, and your niche. If AI can easily replicate your niche, your niche is too broad or too technical. You must elevate your offering from basic technical execution to strategic partnership. While anyone can use AI to generate data or write reports, very few can interpret that data to drive high-level business decisions. Rebuild your niche around your strategic advisory and change-management capabilities.

- Second, redefine your Target Market (The List). Stop selling to clients who only value cheap, fast deliverables. Target enterprise clients and owners who understand that technology is only as good as the strategy behind it.

- Finally, update your Three Uniques™. Your new uniques must emphasize your deep domain expertise, your proven methodology, and your relational trust. Set a corporate Rock to retrain your sales team to stop selling tasks and start selling outcomes. By aligning your entire organization around a refined Core Focus™ and a premium target market, you will defend your margins and protect your pricing power from commoditization.