With AI standardizing basic outputs, our clients are pushing back on our service fees. How do we rewrite our Three Uniques™ on our V/TO® to focus on the human expertise that wraps around our AI operations, and how do we sell this to a prospective buyer?

Question

Tyler Smith · Accepted Answer

When technology democratizes execution and everyone has access to the same AI tools, speed and basic output cease to be differentiators. They become table stakes. To redefine your Three Uniques™ on your V/TO®, you must look deeper than the technology itself. Your uniques must focus on the value that AI cannot easily replicate.

Your new differentiators will likely center on your proprietary data, your deep industry relationships, or your customized methodology. For example, your unique might be how you combine your proprietary database with AI to deliver insights no one else can match. Or it might be your high touch advisory model that helps clients interpret and act on automated data.

To find your true uniques, ask your best clients why they continue to pay you when cheaper, AI automated options exist. They will usually point to your understanding of their business, your strategic guidance, or your accountability.

Once you identify these true differentiators, update your V/TO® and ensure your marketing and sales seats are trained to communicate this value. This prevents your business from falling into a race to the bottom on pricing and ensures you maintain high margins that attract buyers when you are ready to exit.