Turning Trade Uncertainty into Strategic Opportunity

Change is inevitable in business, but how we respond to it determines our success. With potential U.S. tariffs on the horizon, many Canadian businesses may feel uncertainty about what’s next. Instead of focusing on what’s out of our control, let’s ask a better question:

What opportunities exist for growth?

At Indigo & Root, I believe there is an opportunity here to potentially turn challenges into strategic advantages. Consider how your business might be able to adapt and may maybe even thrive in the current economic environment:

1. Expand Beyond the U.S. Market

If tariffs create barriers, they also open doors. Now might be the time to diversify your customer base and explore global markets. Canada has strong trade agreements with Europe (CETA) and Asia (CPTPP), offering opportunities to expand beyond North America. Consider:

• Exploring export markets with less trade friction.

• Strengthening relationships with Canadian suppliers and customers.

• Revisiting your pricing strategy to remain competitive domestically.

2. Strengthen Your Supply Chain

If sourcing from the U.S. becomes costlier, what alternatives exist? Consider reshoring (bringing production closer to home) or working with new partners. A resilient supply chain means:

• Building relationships with Canadian manufacturers and distributors.

• Exploring nearshoring options in Mexico or other tariff-free regions.

• Investing in technology to optimize logistics and reduce costs.

3. Optimize Your Operations for Growth

Tariff changes often lead to shifting market demands. Now is the time to refine your business model and internal systems. Ask yourself:

• Can we streamline processes to improve efficiency?

• Are there automation tools or technology that could reduce operational costs?

• How can we improve our financial forecasting to stay ahead?

4. Invest in Your Leadership & Workforce

There is potential that business’ in some sectors like manufacturing, energy, and logistics could see growth, how prepared is your team? Leadership and workforce strategies will define who capitalizes on these opportunities. Consider:

• Strengthening leadership development to navigate change with confidence.

• Attracting and retaining skilled talent in high-growth industries.

• Fostering a culture of adaptability and continuous improvement.

5. See Change as a Catalyst, Not a Crisis

Alberta has traditionally been innovative, and we know that uncertainty breeds innovation. Instead of reacting to tariff changes with fear, I encourage business owners to ask:

• Where are the opportunities?

• How can we adapt faster than our competitors?

• What strengths can we build on to create long-term success?

If you haven’t already started, revisit your strategic business growth and organizational resilience plans. It’s not too late if your business doesn’t already have a business framework in place to help you move beyond reactionary growth towards that long-term resilience. Double down on your key differentiators and ensure that you have systems in place to consistently deliver on your differentiators. And last but certainly not least get intimate with your organizational financials.

Trade policies may shift, but bold, strategic businesses will always find a way forward. If you’re looking for clarity on your next move, let’s start the conversation. Indigo & Root is here to help you navigate change with confidence and build a business that thrives—no matter the circumstances.