What you learn in Tire School (yes, that’s a thing and I’m a proud graduate) is when you lose traction on the road, stay calm, make no sudden moves, and steer in the direction you want your vehicle to go, avoiding sudden braking or accelerating. With tariff policies changing minute by minute, panic is inevitable, but channeling it into a focus on adaptability and building of contingency plans can help brands and businesses come out ahead.
Here's a more detailed explanation:
Stay Calm and Avoid Panic
A sudden loss of traction can be alarming, but panicking will only make the situation worse. Right now, a quick, gut reaction is the wrong move, akin to jerking the steering wheel into oncoming traffic. Keep your hands on the metaphorical wheel, stay the course and take these steps immediately:
- Have a regroup with your internal and external marketing partners, discuss your supply chain exposure and how your best consumers are feeling.
- Lean into your brand equity and values – stability matters massively at the moment.
Ease Off the Accelerator and Avoid Sudden Braking
Instead of slamming on the brakes, which can cause further loss of control, gently take your foot off the gas pedal to reduce speed and regain traction. Avoid the temptation to move everything to your lower funnel tactics – removing a full funnel approach means you’ll just be reharvesting your existing customers and not building incrementality.
Steer Smoothly in the Desired Direction
Turn the steering wheel in the direction you want the front of the vehicle to go, rather than trying to overcorrect by turning the wheel in the opposite direction of the skid. Adjustments to strategy will inevitably be necessary, but quick, jerk reactions will do more harm than good. Tap your learning agenda and make any course corrections without thrashing at the wheel and reprioritize given the circumstances.
Wait for Traction to Return
Updates and changes are coming quickly, but remember, a new normal will return. Once the tires regain traction, you can gently return to your normal driving speed and steering. Bottom line: Don’t give up and despair – and remember that old saying from Covid: Don’t Waste a Crisis. Now may be the best time to increase your risk tolerance and try some new tactics, channels or audiences.
Navigating uncertainty is never easy, but brands who remain calm, measured, and deliberate in strategic changes ultimately have the greatest chance to thrive. Just as recovering from a skid requires patience, a steady hand, and purposeful decision-making, responding effectively to today’s unpredictable tariff landscape calls for thoughtful strategy adjustments and clear-eyed resilience.
Stay true to your brand, lean hard into your brand values, keep your eyes on the road ahead, and remember: those who turn turbulence into opportunity often emerge stronger, better prepared, and positioned to outpace the competition when traction returns.