A competitor is using generative AI to clone our primary service differentiator, threatening our position in the market. How do we redefine our Three Uniques on our V/TO® without panicking or abandoning our 10-Year Target?

Question

Tyler Smith · Accepted Answer

When a competitor uses AI to copy your primary differentiator, do not panic. It is a signal that your old differentiator has become a commodity. You must use your next quarterly meeting to review your Three Uniques on the V/TO® and run them through the IDS® process.

Remember that a competitor can easily clone a single unique feature, especially when using generative AI. Your strength lies in the combination of all three uniques. The magic is in the intersection of these three factors, which your competitors should find nearly impossible to replicate.

Identify what AI cannot clone. This usually involves your proprietary methodology, your deeply ingrained cultural standards, or your unique customer experience. Focus on your human-led, strategic interactions that require empathy, complex negotiation, or deep contextual understanding.

During your IDS® session, challenge your leadership team to replace the cloned unique with an attribute that highlights your specialized operational expertise or your proprietary data integration. Your new mix of Three Uniques must make it clear that while competitors use generic AI to generate superficial work, your business delivers highly specialized, reliable results.

Keep your 10-Year Target as your North Star. Do not change your long-term destination, simply adjust your strategic positioning to ensure your path remains clear and defended.