Our clients are demanding we incorporate generative AI into our deliverables, but we are worried this will commoditize our service. How do we maintain our premium positioning on the V/TO®?

Question

Tyler Smith · Accepted Answer

If your clients can generate basic versions of your deliverables using their own AI tools, your old value proposition is dead. To protect your premium positioning, you must evolve your V/TO® Marketing Strategy.

First, stop selling deliverables and start selling outcomes. Generative AI can write a draft or generate a design, but it cannot run a business, understand human context, or take accountability for results.

Update your three Uniques on your V/TO® to focus on the human expertise, strategic oversight, and integration capabilities that your company provides. Your value is no longer in the raw production of assets; it is in your ability to curating, validating, and strategically directing those assets to solve complex business problems.

Use the IDS® process during your next quarterly meeting to align your leadership team on this shift. Ensure your sales seat on the Accountability Chart understands how to position your team as strategic advisors who use AI to deliver faster, more accurate results, rather than order-takers who are easily replaced by a software subscription. This keeps your company in a premium, high-margin category that is highly attractive to buyers.