In the latest episode of Curve Ahead, I spoke with Diego Varela, COO of Vortex, about how AI consulting firms are navigating a transformative market landscape. Our conversation revealed valuable insights into the shifting expectations of clients, the importance of delivering immediate value, and how service companies are adapting their business models to stay competitive in an increasingly AI-driven world.
The Evolution from Service Provider to Solution Creator
Diego’s journey from programmer to project manager to COO mirrors the evolution happening across the technology services industry. As he explained, service companies can no longer approach clients with just talent and time-based offerings:
“The trend is to stop having time and materials or hour-by-hour work because now the perception is that you need to get value quicker. So the engagement type is also starting to switch… it’s going to start to narrow down that part of the business is going to switch to shorter engagements with way more value to the client.”
This shift parallels what we’ve seen in podcast production as well. Clients are increasingly less interested in the technical aspects of how a podcast is created and more focused on the value it delivers to their business—whether that’s thought leadership, lead generation, or audience building.
The Three-Pillar Approach to AI Consulting
Vortex has structured their business around three core pillars that offer valuable lessons for any service business, including podcast production agencies:
- AI Consultancy: Bridging knowledge gaps and identifying practical use cases that deliver tangible benefits.
- Education: Helping clients understand emerging technologies through workshops, webinars, and expert-led sessions.
- Accelerators: Pre-built solutions that can be quickly customized to address specific industry needs.
This balanced approach addresses a fundamental challenge in the current market: clients want immediate solutions without the traditional long development cycles. As Diego put it:
“What they are looking for at this point is something already done that is easy to plug to their business and generates a positive outcome in six weeks.”
For podcast producers, this insight is particularly relevant. Creating templated production workflows, episode structures, or distribution strategies that can be quickly customized to each client’s needs could provide the kind of “accelerators” that deliver immediate value while reducing the time-to-launch.
The Importance of Industry Focus
One of the most compelling insights from our conversation was the value of specialization. Rather than attempting to serve every industry, Vortex has deliberately focused on specific niches:
“We’re working with two industries mostly. We got some subject matter experts from there. And if you’re in a bit niche, you differentiate from other competition that goes broad, like we do everything. So we prefer to have a strong focus on what we do.”
This approach aligns with advice I’ve heard repeatedly from successful business owners: focusing on a specific industry or niche is often a key factor in growth. For podcast production agencies, specializing in specific industries (like tech, healthcare, or financial services) allows you to develop deeper expertise, create more targeted solutions, and build a stronger reputation within those sectors.
The Data Foundation Challenge
Diego highlighted a critical reality that applies to all AI implementations: you cannot implement AI without data. As he explained:
“They cannot implement AI without the data. Organizing the data can be part of the project as well… Not having the data to implement the model, that’s a fact.”
This insight extends to content creation as well. Effective podcast strategies require a foundation of data—whether that’s audience research, competitive analysis, or performance metrics from previous content efforts. Without this data foundation, it’s difficult to create content that resonates with the target audience and achieves business objectives.
Education as Market Development
A significant portion of Vortex’s work involves educating potential clients about AI’s capabilities and limitations. As Diego noted, they spend about 20% of their time on education:
“Our entry point with medium education is to help people unify their knowledge and allow them to trigger into further projects… if you find a use case that requires this kind of project, we can help with that too.”
This approach recognizes that in emerging technologies, education isn’t just a service—it’s a business development strategy. By helping potential clients understand what’s possible, you position yourself as a trusted advisor and create opportunities for deeper engagement.
For podcast producers, this suggests the value of creating educational content about podcasting best practices, audience building strategies, or content repurposing techniques. By helping potential clients understand the possibilities, you can generate interest and create more informed buyers for your services.
Balancing Expectations in a Hype-Driven Environment
One of the most challenging aspects of working in AI right now is managing expectations in an environment filled with conflicting information:
“With everything that has been spoken about AI, that is the expectation that exists right now. So is that real? I don’t know. It might probably be real for some cases, unreal for other cases.”
Diego emphasized the importance of setting realistic expectations about what AI can and cannot do at this moment. This requires honest conversations about the client’s current data infrastructure, the limitations of existing technology, and the timeline for seeing results.
Similarly, podcast producers need to have honest conversations with clients about what podcasting can realistically achieve for their business, how long it takes to build an audience, and what kind of commitment is required to see results.
The Path Forward: Accelerators and Value-First Approaches
As service companies adapt to changing client expectations, Diego believes the future lies in creating “accelerators”—solutions that can be implemented quickly but still deliver significant value:
“I call it solution because it won’t be a solution. It will be an accelerator. It’s something that you design and it’s going to be, won’t take, a solution might take two years to build. You can’t afford that as a service company. You need to build it at most in three months, but that should give enough value to make the decision of the client to say, I’m going to go this way.”
This approach acknowledges the reality that clients want immediate value but also recognizes the constraints that service companies operate under. Rather than attempting to build comprehensive solutions from scratch, accelerators provide a middle ground that delivers value quickly while establishing the foundation for longer-term engagement.
Key Takeaways for Content Creators and Service Providers
Diego’s insights offer several valuable lessons for podcast producers and other service providers:
- Focus on specific industries rather than trying to serve everyone.
- Develop “accelerators” that deliver immediate value while reducing implementation time.
- Invest in education as both a service and a business development strategy.
- Have honest conversations about data requirements and realistic timelines.
- Shift from time-based billing to value-based engagements that emphasize outcomes.
By adapting these approaches to your specific context, you can position your service business for success in an environment where clients increasingly expect immediate value and industry-specific expertise.
Conclusion
The conversation with Diego Varela highlights how AI consulting firms are navigating a rapidly changing business landscape. By focusing on specific industries, developing pre-built accelerators, and balancing education with implementation, companies like Vortex are creating new models for delivering value in the age of AI.
For podcast production agencies and other service providers, these insights offer a valuable roadmap for adapting to similar changes in client expectations. By focusing on specific niches, creating templated solutions that can be quickly customized, and helping clients understand what’s realistically possible, you can position your business for success in an increasingly value-focused marketplace.
Looking to launch or improve your podcast? Contact us to learn how our podcast production services can help you create engaging content consistently while building direct connections with your audience.
🔹 More from the Curve Ahead Podcast:
📺 Subscribe on YouTube for future episodes and expert insights!
💡 Follow Brian Wiles on LinkedIn for marketing and leadership content.
🎙️ Interested in being a guest? Contact us at Autozy.co!