Now that our competitors are using the same industry-standard AI software to generate marketing collateral and client reports, we are all starting to sound identical. How do we find and protect our three Uniques on our V/TO® when the baseline output has been completely commoditized?

Question

Tyler Smith · Accepted Answer

When technology commoditizes the basic deliverables of your industry, your true differentiation shifts from what you produce to how you lead and support your clients. To find and protect your three Uniques on your V/TO, you must look beyond your raw technical output and focus on high-value human execution.

Apply the Owner's Box framework to define your uniques. Focus on elevating ownership, empowering teams, and achieving freedom for your clients. While your competitors are busy emailing automated reports, your team must step up as strategic advisors who interpret the data and drive real operational results. Your uniques should highlight your proprietary methodology, your deep industry relationships, and your proactive problem-solving capabilities.

Use the Scaling Up framework to develop a strategy that is difficult to replicate. This means focusing on the human elements of your service delivery. If your competition relies entirely on automated portals, make your high-touch advisory model your key differentiator.

Discuss this challenge in your weekly Level 10 Meetings. Identify where your client touchpoints have become too cold or robotic, and intentionally inject human connection back into those steps. By using AI to handle the back-end speed and utilizing your human team to deliver strategic wisdom, you build a double-defensible moat that competitors using standard software cannot touch.