In a time where the market is so uncertain and shifting every day, business leaders are facing one question: How do we move forward?
This question was tackled in our recent webinar by three seasoned executives: Udayan Bose (CEO, NetElixir), Chas Fox (CEO, Micromark), and Renee Thomas Jacobs (CEO, TekBrands). This panel discussion offered a look into how leaders are navigating this unprecedented time in the industry.
Here are the biggest takeaways from the conversation.
Lead with Calmness and Clarity
Leadership presence is more important than ever when the business landscape is unpredictable. Teams are panicking looking for some sense of direction. As Renee had mentioned “People have anxiety. They want to blame others. Seeing a calm leader helps ease that anxiety”.
Businesses should start laying out a clear and transparent plan, even if it isn’t exactly perfect. When the future is uncertain, showing that you have a path forward builds confidence across those who are looking to be at ease.
Reevaluate Your Strategy From the Ground Up
One thing that came up constantly in the discussion was going back to the fundamentals. This includes:
- Reassessing the company’s product mix (Is this still the right assortment?)
- Understanding how much of the tariff impact will be passed on to the consumer
- Rethinking supply chains to mitigate fluctuations
- Renegotiating with suppliers where possible
- Prioritizing top-performing SKUs using the 80/20 rule
Right now, it’s not about doing more. It’s about doing what matters most.
Plan With Flexibility and Financial Sensitivity
Costs and demand are all fluctuating. Executives are running multiple financial models to prepare for different scenarios.
Baseline projections are just the beginning. Businesses should consider layering in scenarios based on potential changes in:
- Demand volume
- Input costs and tariffs
- Shifting supplier relationships
- Overhead and margin adjustments
This will allow businesses to pivot when it is necessary without overextending resources.
It’s Time to Be Selective
During this time, managing cash flow is essential for survival. Chas had warned, “Unplanned cash will be the thing that takes you out.”
Some tips Chas had given:
- Being picky about what inventory to bring in
- Reducing minimum order quantities where possible
- Considering temporary churn increases or trimming product lines
- Cutting all promotions and pushing through necessary price increases
Brands that are smart about cash allocation today will be better positioned to weather the storms ahead.
Innovation Is the Secret to Turnaround
Even with all the uncertainty, innovation remains king. Companies should stay adaptable as consumer behavior becomes more fickle, especially for high ticket items.
Some of the panelists noted that the current climate is a rare opportunity. This is a chance to reset outdated systems and spark a new level of transparency across suppliers.
Now is the time to get creative with your business marketing strategy.
Marketing Still Matters. But It Has to Work Harder
Even though costs are rising, advertising is still an important component. However, every dollar needs to perform.
Key points:
- ROAS must remain a priority, especially as tariffs eat into margins
- Big headlines that are usually bad for sales are actually driving urgency for the consumer
- The product’s price tag now conveys perceived value
- Use media strategically to educate and reinforce urgency (“Get it now, it’ll cost more in 6 months”)
We’re Not Seeing a Dip in Demand, Yet
Despite all of the chaos going on, a clear drop in demand isn’t present yet. While it may not be present now, panelists are preparing now for what could be coming.
The businesses that emerge stronger will be the ones that leaned into the hard decisions early and kept moving forward anyway.
Want to hear the full conversation?
Watch the complete CEO Panel webinar on demand for more actionable insights on navigating this economic moment with confidence and clarity.
