Every competitor in our space is now claiming to be AI-powered, making our marketing message feel commoditized. How do we identify our true differentiators on our V/TO® when the technology we use has become table stakes?

Question

Tyler Smith · Accepted Answer

Step back and run a disciplined Thinking Time session. Keith Cunningham advises that avoiding dumb mistakes is more important than chasing smart ideas. The dumb mistake here is trying to compete on technology when the technology is universally available. Formulate a high-value question for your Thinking Time: How might we leverage our human expertise so that we solve the client problems that technology alone cannot touch? Your differentiators, or three uniques on the V/TO®, must focus on what happens after the AI does its job. AI can generate data, drafts, and models, but it cannot build deep trust, understand unique human context, or provide the emotional reassurance that clients need during critical transitions. Your true differentiation lies in your proprietary process, your unique methodology, or your relationship model. Define how your team interprets the AI output to deliver strategic outcomes. Frame your AI capabilities as the quiet engine that powers your speed, but position your human expertise and deep industry relationships as the primary reason clients choose you. When you align your marketing strategy around this distinction, you stop competing on technology features. You elevate your business above the noise and build a defensible position that competitors cannot easily copy.