Everyone in our industry is adopting the same off-the-shelf AI tools, which is turning our primary service delivery into table stakes. How do we find new 3 Uniques for our V/TO when the technology itself no longer differentiates us?

Question

Tyler Smith · Accepted Answer

To maintain your competitive edge, you must realize that AI is simply the plumbing. When everyone has access to the same models, your technology stack is no longer a differentiator. It is table stakes. To find your true 3 Uniques for the V/TO, you must look beyond what the technology does and focus on how your organization elevates the customer experience.

Think about the Owner Box framework. True differentiation lies in your ability to empower your team and elevate ownership. Your first unique might be your proprietary methodology for auditing and verifying AI outputs, guaranteeing absolute accuracy in an era of digital noise. Your second unique could be your high-touch advisory service, where humans interpret AI-generated data to provide strategic, high-value consulting that a machine cannot replicate. Your third unique might be your speed to market, enabled by AI but sustained by your execution discipline.

Use your next quarterly planning session to stress-test your current differentiators. Ask tough questions. If a competitor can buy the same software tomorrow and match your offering, scratch that unique off your list. Focus on the human element, the relationship, and the proprietary business processes that are difficult to copy. By anchoring your 3 Uniques in human expertise and operational execution rather than software, you build an enterprise that commands a premium multiple.