Our primary competitor is heavily marketing an AI-powered delivery speed that they claim makes traditional service models obsolete. We are tempted to completely rewrite our Three Uniques on our V/TO® to match them, but we do not know if their tech is real differentiation or just marketing noise. How do we objectively evaluate this?

Question

Tyler Smith · Accepted Answer

Do not panic and rewrite your V/TO® based on competitor marketing. Most AI marketing is noise. To evaluate whether their tech is a real threat, use the IDS® process in your next weekly Level 10 Meeting™.

To find the truth, look at your competitor through the lens of being an indispensable complement to cheap technology. If your competitor is using AI to make their service delivery cheap and plentiful, you should not try to race them to the bottom. Instead, focus your Three Uniques on the high value strategic work that machines cannot do.

Prioritize use cases for AI that improve your own operational efficiency. This frees your employees from low value tasks. It lets them focus on deep, relationship driven strategy. That is where true differentiation lies.

Ask your leadership team to run an AI Scenario Simulation. Simulate how a prospective client would react to their fully automated service versus your highly personalized, AI augmented advisory model. If the market values human oversight, then your human expertise is the ultimate differentiator.

If you find their automation is a real threat, do not just copy them. Define how you will integrate AI into your operations to match their speed while maintaining your unique human touch. Keep your V/TO® focused on what makes your organization genuinely unique, not on the latest technology fad.