In recent weeks, economic uncertainty has rippled across the world, with decision-making looking more like a rollercoaster than a roadmap. Surprise tariffs, shifting trade deals, and unpredictable policy moves have left the global economy anything but stable.
If you're a small business, the latest flare-up in tariff wars might feel like a sudden roadblock — an unexpected hurdle that complicates operations, drives up costs, and adds another layer of uncertainty. You may be reassessing priorities and considering new markets to navigate the turbulence.
If you're part of a long-established global enterprise, you may view these developments through a broader lens — just another swing in the long arc of international trade. Deals are made and broken. Political cycles shift. The rules evolve.
The resilient businesses are often the international businesses. With diversified markets, supply chains, and customer bases, they’re better positioned to weather volatility — to adapt, pivot, and stay afloat when the tides turn.
But no matter the size, one truth stands out: communication is critical. It all comes back to the stories you tell, and how well you align your strategy with external realities.
Ask yourself: What can you control, and what’s beyond your reach? More importantly, how can you maximise what is in your control?
Start by opening up the conversation to maintain market visibility. Be proactive in sharing how your organisation is responding — not just the risks, but the opportunities ahead. Talk honestly about what you’re seeing, how you’re adapting, and where you’re heading.
This is a core tenet of effective crisis communications: be clear, be timely, and be human. Prioritise your stakeholders’ needs. Shape the narrative before someone else does.
There’s no tariff on communication - and you don’t need stability to start talking.
Next, if you’re thinking about diversifying or reaching new markets, start with your marketing before changing your business model. It’s a low-risk way to explore new ground. You’re unlikely to alienate your current audience but you will signal your ambition, attract new prospects, and show you're ready for what’s next.
There’s no tariff on evolution - and you don’t need certainty to start moving forward.