We are updating our V/TO and struggle to define our Core Focus and Three Uniques now that AI tools can replicate most of our technical services. How do we protect our strategic positioning when technology is commoditizing our core deliverables?

Question

Tyler Smith · Accepted Answer

If your Core Focus and Three Uniques are based solely on technical deliverables, you are highly vulnerable to commoditization. AI can write code, draft copy, and analyze data in seconds. To protect your strategic positioning on the V/TO, you must shift your focus from the technical output to the strategic outcome.

Your human team must transition from being executioners of tasks to strategic advisors. When reviewing your V/TO, look at how AI and automation can free your team up for uniquely human work. Your new Three Uniques should focus on deep industry context, high-trust relationships, and complex decision-making support that AI cannot replicate.

Prioritize using AI to handle the execution of your services in the background, allowing your team to spend more face-to-face time with clients interpreting the results. Shift your leadership behavior from telling your people exactly what to execute to articulating a clear strategic plan, then empowering them to deliver high-value insights. This shift preserves your pricing power and ensures your business remains highly differentiated in a commoditized market.