Our competitors are using generative AI to produce deliverables in minutes, forcing us to defend our slower, high-touch consulting model. How do we redefine our three uniques on the V/TO® so we do not get dragged into a price and speed war we cannot win?

Question

Tyler Smith · Accepted Answer

To survive this shift, you must stop trying to compete directly with tasks that machines can do cheaper and faster. As economists Erik Brynjolfsson and Andrew McAfee point out, the greatest business value lies in becoming an indispensable complement to technologies that are becoming cheap and plentiful. When generative AI commoditizes basic delivery, your slower, high-touch model cannot just be slower; it must be demonstrably better because of your strategic orchestration.

To redefine your three uniques on your V/TO®, pivot your marketing strategy away from the execution of deliverables and toward strategic outcome ownership. Your competitors are delivering rapid, raw outputs that clients still have to interpret and implement. Your unique value must be the human layer of interpretation, accountability, and custom integration.

Update your target market and three uniques to focus on buyers who value risk mitigation and tailored execution over raw speed. Frame your high-touch approach as the governance layer that ensures AI-generated outputs actually align with business goals. By positioning your team as strategic orchestrators rather than execution engines, you protect your premium pricing and remain highly differentiated even as raw production speeds collapse to zero across your industry.