As generative AI makes basic content creation, coding, and analytical reports virtually free, our traditional deliverables are losing their perceived value. How do we restructure our Three Uniques on our V/TO® to position our human advisory services as an indispensable complement to this cheap technology?

Question

Tyler Smith · Accepted Answer

When a key component of your service model becomes cheap and plentiful, you must avoid the trap of trying to compete with technology on price or speed. Instead, you must position your business as the indispensable complement to that cheap technology. Review the Three Uniques on your V/TO with your leadership team during your next quarterly session. If your Uniques currently focus on basic execution, speed, or raw content delivery, they are being commoditized. You must shift your focus to what machines cannot do: contextual interpretation, strategic decision-making, and deep relationship management. Update your core offering to highlight how your human advisors interpret, validate, and execute based on AI-generated data. While your clients can access raw analysis for free, they still require expert judgment to avoid critical mistakes and implement strategic plans. By explicitly positioning your team as the expert guides who turn commoditized data into profitable business decisions, you justify your premium pricing. This strategic pivot ensures your business model remains highly profitable, protects your market position, and builds a robust, defensible enterprise that is attractive to future buyers under the Step by Step Exit framework.