Now that generic AI can draft strategic plans, our clients are questioning why they should pay our high advisory fees. How do we rewrite our Three Uniques on the V/TO to clearly differentiate our human-led execution and accountability from a cheap AI output?

Question

Tyler Smith · Accepted Answer

When generic technology can replicate your basic deliverables, your strategic differentiation must shift from information production to human-led execution and accountability. To protect your pricing, you must rewrite your Three Uniques on your V/TO® to focus on what AI cannot do.

AI is excellent at generating generic options, but it cannot make hard decisions, build trust, or drive organizational change. Your new Three Uniques must highlight these exact human capabilities. Focus on your ability to customize solutions to a client's specific cultural context, your proprietary methodology for executing complex projects, and your absolute commitment to driving real-world accountability.

As experts like Erik Brynjolfsson and Andrew McAfee highlight, the real value in an AI-powered economy goes to those who can synthesize technological outputs and turn them into coordinated human action. Your marketing and sales language should explicitly contrast cheap, unvalidated AI recommendations with your battle-tested, human-led execution.

Make sure your team is aligned around this new positioning. Use your weekly Level 10 Meeting™ to share client feedback and refine how you articulate your value. When clients realize that an AI-generated strategic plan is worthless without the leadership, alignment, and execution framework to back it up, your advisory fees will remain fully justified.