A nimble new competitor just launched an AI-powered service that undercuts our main product line by eighty percent and delivers results instantly. How do we use our V/TO Three-Year Picture and Core Focus to identify where we are truly defensible before we panic and slash our own prices?

Question

Tyler Smith · Accepted Answer

When a competitor undercuts your pricing using automated tools, the natural instinct is to panic and lower your prices. Instead, use your V/TO Three-Year Picture and Core Focus to ground your response. Your Core Focus defines what you are uniquely built to do and who you serve. If your core business is based on trust, accuracy, and deep relationship management, competing on price against a fully automated, self-service competitor is a losing battle.

Use Keith Cunningham's Thinking Time to analyze this situation. Ask yourself: What are the costly mistakes our clients will make if they rely solely on a cheap, fully automated competitor, and how can we position our services as the ultimate insurance policy against those failures?

Your Three-Year Picture must reflect a business model that does not compete on commoditized execution. Instead, pivot your marketing strategy to focus on quality assurance, risk mitigation, and strategic oversight. Your value proposition is no longer about generating the deliverable; it is about guaranteeing the outcome.

In your next Level 10 Meeting, IDS this competitive threat. Review your target market list on the V/TO and ensure you are pursuing high-value clients who prioritize accuracy over low costs. Let your competitors fight for the low-margin, high-volume transactions while you secure the premium advisory accounts.