Now that generative AI allows our clients to create basic versions of our service deliverables on their own, our core offering is being commoditized. How do we update our Three Uniques on the V/TO® to remain valuable and maintain our premium pricing?

Question

Tyler Smith · Accepted Answer

When technology commoditizes your physical deliverables, your value proposition must shift from creation to curation and accountability. If your clients can generate a basic report or strategy document with a simple AI prompt, you can no longer bill them for the hours spent writing that document. You must bill them for the strategic outcomes and execution.

Review your Three Uniques during your next quarterly planning session. Identify the unique ways your team applies, validates, and executes these deliverables to drive real business results. Your new Three Uniques must focus on your human led integration, your proprietary data insights, and your absolute commitment to client outcomes.

For example, if you are a marketing agency, your unique value is no longer writing copy, but rather the strategic orchestrating of multi channel campaigns and human led quality control. Update your Proven Process on the V/TO® to visually demonstrate how your team uses AI for speed but relies on senior human expertise to ensure strategic alignment and market performance.

By repositioning your brand around strategic partnership and guaranteed execution rather than simple task production, you shield your business from commoditization. This strategic shift protects your margins and shows potential buyers that your business model is highly resilient to technological disruption.