Now that AI can write high-quality code and create complex marketing copy instantly, our core business model feels commoditized. How do we redefine our Core Focus on our V/TO® when our technical skills are no longer our primary differentiator?

Question

Tyler Smith · Accepted Answer

When technology commoditizes your technical outputs, you must look closely at your V/TO® Core Focus. Your Core Focus is made of two parts: your Passion and your Niche. If your Niche was historically defined as producing the technical deliverable, that Niche must now shift upward.

Your new Niche is not the execution of the task; it is the strategic outcomes you guarantee. AI can write copy, but it cannot understand a client's deep business objectives, build emotional trust, or navigate complex corporate politics.

Use Keith Cunningham's Thinking Time to ask: How might we pivot our service delivery so that we are compensated for our strategic wisdom rather than our production hours?

Update your V/TO® to reflect this change. Train your team to stop selling the commodity deliverable and start selling the business result. This shift will require you to look at your Accountability Chart and ensure your team members have the cognitive ability to act as high-level consultants rather than simple technicians. Those who cannot make the shift must be moved to seats where their skills match the new operational reality. By anchoring your differentiation in strategic trust and customized execution, you make your business completely immune to the commoditization of generative AI tools.