US Tariffs Are the New Normal: Focus on What You Control and Scale Up

Much before the current administration took office, one message was already clear: “Made in USA” was coming back to center stage.

This vision became official on April 2, 2025, when U.S. President Donald Trump announced a broad package of import duties, a date he called "Liberation Day".

From January to April 2025, the average applied U.S. tariff rate surged from 2.5% to 27%—the highest level in more than 100 years. Even after some rollbacks, the current average tariff rate remains at 20.6%, over 8X higher than where it started the year.

You can debate whether these tariffs are good or bad policy. You can argue about inflation, trade balances, or political motives. But here’s the truth: we don’t control any of that. What we do control is how we adapt and lead.

If you want to grow in the U.S.—still the largest, most dynamic economy on the planet—you need to adjust your mindset.

This isn’t a temporary disruption. This is the new business normal.

The winners will be those who don't waste time on debating the tariffs but on building a resilient, adaptive, and opportunity-driven playbook.

Let’s look at five things you can control right now.

1. Establish a U.S. Operation: Avoid Tariffs and Get Closer to the Market

If your product is subject to new tariffs, one of the most direct and effective responses is to establish operations in the U.S.

It’s not just a workaround, it’s aligned with the very goal of these new policies: bringing investment, jobs, and production into the country.

Living and working in the U.S. for years, I can say with confidence: this is still the most strategic market to scale and build long-term value. And now, the government wants to make that path easier.

Yes, setup can seem complex or expensive. But the current administration is fast-tracking approvals and cutting setup fees to encourage foreign companies to build locally.

And it's not just about selling to the U.S., it’s also about:

• Sourcing from U.S. suppliers more easily
• Building strategic partnerships
• Hiring local talent
• Competing for government contracts with “domestic preference” policies

Yes, it requires investment. But for companies looking to scale, this may be one of the most high-ROI moves to consider in 2025.

2. Rethink Manufacturing Strategy: “Made in USA” Isn’t Just a Label

There’s no sugarcoating it: manufacturing in the U.S. can be more expensive. Labor, raw materials, and regulatory compliance all tend to cost more than in many other regions. But that’s not the full picture.

Potential Cost Increases:

• Labor: U.S. wages and benefits are higher. However, in functions like software development, companies can access smart, experienced professionals from lower-cost countries like India or Brazil.
• Materials: Some raw materials may be costlier to source domestically.
• Compliance: U.S. regulations and environmental standards can add complexity and cost.

Potential Savings & Advantages:

• Lower logistics costs: Shorter supply chains reduce freight and lead times.
• Supply chain reliability: Less risk of geopolitical disruption.
• Government incentives: Tax credits, grants, and low-interest loans from federal and state programs.
• Skilled workforce: Especially in advanced manufacturing, aerospace, defense, and medtech.
• Brand power: “Made in USA” can boost trust, pricing power, and customer loyalty.

The net result? You might spend more, but gain scale, speed, and market credibility.

3. Expand Beyond the U.S.: Target Lower-Barrier Markets

The U.S. is big, but it’s not your only option. In a world where trade relationships are shifting, smart companies are diversifying their growth targets.

Emerging markets, free trade zones, and regions with active bilateral agreements can offer easier entry and higher margin potential. Some options:

• Latin America: Trade blocs like Mercosur or Pacific Alliance
• Southeast Asia: Fast-growing middle classes and low trade barriers
• European Union: Especially for companies with EU roots or partnerships
• Africa: Rapid digitization and industrial growth

This isn’t about walking away from the U.S., it’s about not putting all your risk in one basket.

A smart global growth strategy doesn’t chase every market. It prioritizes the ones that maximize return, stability, and speed to scale.

4. Scale Domestically: Your Local Market Still Matters

Sometimes the best growth opportunity is right under your feet.

With all the global noise, it’s easy to forget that your home market is still a powerful place to operate, especially when you need cash flow, agility, and regulatory clarity.

Tariffs don’t apply to domestic sales. That means your margins and pricing flexibility are largely intact.

Ask yourself:

• Have we maximized local demand in our core regions?
• Are there customer segments or verticals we haven’t pursued aggressively?
• Could we grow wallet share through better packaging, pricing, or service?

If U.S. expansion is the long game, local market growth can be your short-term accelerator, fueling the investment and stability needed for global moves.

5. Review Internal Costs: Tariffs Can Be Offset if You Move Proactively

With average tariffs rising 8X from earlier this year, businesses face two options: absorb the impact or pass it along.

Neither is ideal. So, the third path is: optimize your cost structure.

Now is the time to:

• Audit internal operations for inefficiencies
• Reassess sourcing and supplier contracts
• Adjust production processes to reduce waste and overhead
• Use AI or automation where it adds real ROI

For those selling into the U.S., trimming internal costs can help preserve pricing power and customer retention.

For those buying from the U.S., reciprocal tariffs may drive up your costs. That means R&D, product development, or component sourcing could get pricier, requiring adjustments to your pricing model or bill of materials.

The companies that move first to rebalance their cost base will weather this shift better and come out stronger with a competitive edge.

Bottom Line: Control What You Can. Scale What Matters

Tariffs may rise and fall. Politics may shift. But your leadership can’t wait on Washington DC.

This is the time to:

• Build a presence in the markets that matter
• Streamline operations
• Diversify smartly
• Double down on what you do best

I’ve worked across global markets from Latin America to the U.S., Europe, and Asia, and if there’s one universal truth, it’s this:

Markets reward adaptability more than ideology. Strategy beats debate. Action beats opinion.

Focus on what you control and scale up!

If you’re scaling into the U.S. or rethinking your international GTM strategy, questions you should ask yourself and your teams:

• What levers are we pulling to stay competitive?
• Have we found “Made in USA” to be worth the investment?
• Are we seeing new growth in markets outside the U.S.?