Flying in and out of Tampa airport, I get a front-row seat to how people handle stress. Airports are perfect microcosms of human behavior: too many bags, unfamiliar surroundings, and a little bit of panic just under the surface.

Recently, I saw an elderly man lose his footing at the bottom of an escalator. He fell hard—and fast, then his foot got tangled in his bag handle while both were sprawled on the floor. I was already off the escalator, and my instinct was to help him up and get him clear. But someone else acted faster—and smarter. They reached for the emergency stop button. The escalator halted, and we could safely help him without the ground moving beneath us.

The drama didn’t end there. Behind the fallen man, dozens of passengers found themselves trapped mid-escalator, trying to avoid trampling him. Their solution? Turn around and fight their way up the down escalator, dragging luggage against gravity.

It didn’t work. It made things worse.

It’s a perfect metaphor for how many businesses are reacting to unexpected forces today—especially tariffs. When the ground shifts beneath you, instinct can lead to wrong moves: rushing to fix the situation without first controlling it.

Here’s a smarter approach when turbulence hits:

🔴 Step 1: Hit Pause First.

Sometimes the smartest move is to stop the motion and reassess. One client refused delivery at a U.S. port—choosing to return goods to their origin rather than pay surprise tariffs. It wasn’t ideal, but it bought time and preserved flexibility.

🟠 Step 2: Accept Selective Losses.

Not every bag gets saved. Not every revenue target survives. Leaders who stubbornly try to “make the plan” risk damaging long-term trust. Sometimes, accepting a controlled loss today is how you preserve customers and suppliers for tomorrow.

🟢 Step 3: Shape the Narrative.

Raising prices is obvious. Explaining why in a way that builds loyalty is harder—and more valuable. If your customer communication stops at “surcharges,” you’re missing an opportunity to lead.

I’ve been called into multiple boardrooms lately—helping companies and associations strategize their approach to this tariff storm.

One-size-fits-all solutions don’t work. Many companies are caught by tariffs intended for other industries. Often, the government decision-maker doesn’t even recognize the pain you’re feeling.

A hyper-focused engagement plan—designed and executed quickly—can help make the case for a tariff pause, reversal, or full exception.

You may be on the escalator right now.

But which direction are you moving?

Are you trying to muscle your way through with grit alone? Or are you thoughtfully engaging the right moving parts before things get worse?

The right strategy can stop the ground from moving—and change your trajectory altogether.