Our competitors are using AI to write proposals and generate generic client reports, and we did the same to keep up. Now that generic AI capability is table stakes, how do we use our V/TO® to identify what is actually proprietary and will keep our margins high?

Question

Tyler Smith · Accepted Answer

When every competitor can generate a clean report with one click, speed and neatness stop being differentiators. They are simply the cost of entry. To protect your margins, you must look at your V/TO® and redefine your Three Uniques. This requires separating the mechanics of delivery from the ultimate value your clients receive.

Start by identifying the aspects of your business that cannot be replicated by a generic large language model. This usually lives in your proprietary historical data, your unique method of human intervention, or your deep industry relationships. If your competitors are using the exact same software, your operational delivery becomes a commodity. Your differentiation must shift to how you interpret that data and make high-stakes decisions for your clients.

Use your next quarterly meeting to evaluate your current Three Uniques. If any of them can be performed by an off-the-shelf AI tool, cross them off. Replace them with features that combine your proprietary operational workflows with human expertise. For example, your differentiation might be your guaranteed response protocol or your proprietary data library built over decades. Focus your marketing and sales messaging around these human-led, technology-driven pillars. This ensures you maintain a premium price point while your competitors fight a margin-destroying race to the bottom with generic automation.