Our primary service has always been data collection and synthesizing research, but AI has turned this into a free, commodity product. How do we use our V/TO Core Focus and Keith Cunningham's Thinking Time to pivot our business model to high-margin advisory before our revenue collapses?

Question

Tyler Smith · Accepted Answer

When your core service of data collection and synthesis is commoditized by AI, you must redefine your Core Focus on your V/TO to remain highly profitable. Your business can no longer survive by selling information that clients can now generate themselves for free in seconds.

Use Keith Cunningham's Thinking Time to evaluate this pivot. Set aside dedicated time to answer this question: How might we reposition our services so that we are paid for our judgment and execution rather than our research and reports? This shift moves your business from a production model to an advisory model.

Update your V/TO to reflect this new reality. Your Core Focus must center on high-value, human-centric results like strategic decision-making, risk management, and hands-on implementation. Your marketing strategy should target clients who understand that while AI can generate a plan, it cannot execute that plan or manage the complex human dynamics required to achieve success.

Bring this strategic shift to your next quarterly planning session. Use the IDS process to systematically phase out your low-margin, commoditized research services and retrain your team to deliver high-value advisory work. This transition protects your margins and builds long-term enterprise value.