On April 2, 2025, the White House announced a new set of tariffs: a 10% universal levy on all imported goods starting April 5, with country-specific increases beginning April 9. For companies with exposure to global supply chains, this is a strategic inflection point.
In 2019, firms that hesitated were forced into reactive pricing and firefighting. The ones that gained ground were fast to evaluate impact, adjust terms, and align leadership.
What to Do Now
A quick framework to drive focus: 
Executives from Walmart and Target noted that simply raising prices isn’t viable. Best Buy’s CEO warned that sourcing-driven cost pressure will likely reach consumers. Trade associations including NRF and RILA are urging policymakers to maintain stability—but are also urging businesses to prepare.
This isn’t just a trade headline. It’s a test of execution.
Leaders who treat it that way will move faster, stay focused, and come out ahead.
Curious how others are planning around the April tariff shifts?
We’re happy to share what we’re seeing.
