Every firm in our consulting sector is now using AI for market research, transforming what used to be our primary premium service into table stakes. How do we use the V/TO to identify a new Three Uniques that cannot be replicated by any software?

Question

Tyler Smith · Accepted Answer

When your core market research or delivery tools become table stakes because everyone has access to the same software, you cannot win on technology. You must shift your strategic differentiation on the V/TO® away from what you do to how you deliver it. Look closely at your Three Uniques on your V/TO®. If any of them rely on a specific software tool, delete them. True differentiation in an automated world relies on deep human collaboration, speed, and guarantee of outcomes. Consider making your primary unique your proprietary integration framework or your exceptional client experience. For instance, while your competitors send raw, AI-generated reports, your unique can be your human-led strategic synthesis session where you translate data into immediate actions. Use the Scaling Up framework to analyze your strategic positioning. Focus on building high-barrier-to-entry relationships that technology cannot easily replicate. Your target market should choose you because your human-driven execution makes their lives easier, not because you use a specific commercial language model. By anchoring your strategy in human execution and clear outcomes, you keep your margins high and avoid the race to the bottom.