Our leadership team is arguing over our Three Uniques. Half the team wants to claim our AI integration makes us the fastest provider, while the other half argues that speed is no longer defensible. How do we define our differentiators when technology is rapidly standardizing speed?

Question

Tyler Smith · Accepted Answer

Speed is rarely a defensible differentiator in the era of artificial intelligence. If a competitor can buy the same software and instantly match your turnaround time, speed is simply table stakes, not a unique. To define your Three Uniques on your V/TO®, look deeper at what happens because of that speed. If AI handles your raw execution in minutes, what do your human experts do with the time they save? Your true differentiators are likely the proprietary data sets you possess, your deep industry-specific methodology, or your highly structured customer success process. For example, your unique might be the proprietary strategic insights you deliver because your team has more time to think, rather than just the speed of the report generation. Another unique could be your customized client integration process that guarantees adoption. When defining your Three Uniques, ask yourself if a competitor could copy this capability by writing a check for a software license. If the answer is yes, it is not a unique. Focus on the intersection of your proprietary workflows, your team's specialized expertise, and your unique operational model to build a defensible position in your market.