After my last newsletter, I heard from European colleagues disturbed by headlines – deported tourists, the White House’s fixation on Greenland, another diplomatic clash. I understand. These are serious developments. They’re disturbing to me, too.
But here’s the question:
What if those headlines aren’t the best guide to what’s actually happening in the U.S. market? Even when they come from trusted sources.
This is where Traksjon’s core value – Unrelenting Curiosity – comes in.
When the political noise gets louder, we don’t shut down. We ask better questions. Then we ask more. We connect with people on the ground. We keep listening and looking deeper.
Context matters.
I care deeply about this – not just as a strategist, but as someone who believes business can still be a force for stability and connection in chaotic times. After 30 years in transatlantic work, I’ve seen what happens when companies lean out. I’ve also seen what happens when they lean in – with care, clarity, and courage. That’s where I stand.
The Power of Perspective
At Traksjon, our motto is “Actions Speak Louder Than Words.” Sometimes, the most effective action is to step back, gain perspective, and move forward with clarity.
James Carville, the political strategist, recently put it this way:
“Sometimes the most powerful thing we can do is retreat on the immediate battlefield -and advance in another direction.”
That’s not delay. It’s deliberate focus. In times like these, reflexes can mislead you.
Perspective matters.
And so does timing. Pulling back or pausing isn’t neutral – it may be an opening for your competitor.
What Makes Headlines ≠ What Drives Revenue
When the President insults an ally, it leads the news. But it doesn’t stop a Wisconsin manufacturer from needing your industrial sensors.
A diplomatic crisis might go viral, but your customers in California or Texas are still solving problems – and looking for solutions.
The real signals rarely make the news.
- Texas has the highest share of energy generated by wind turbines. Despite Republican policies opposing renewable energy.
- California maintained its lead in clean energy, with more than 545,000 clean energy jobs in 2024, even as the federal government pulled away from climate priorities. The “Green Transition” isn’t over – it just doesn’t start or end with The White House.
This isn’t about optimism. It’s about observation. Even in chaos, business continues where demand is real.
The Counterintuitive Move: Focus Narrower, Not Broader
When uncertainty rises, we tend to generalize. But the best companies do the opposite – they narrow their focus and deepen relationships.
I recently asked a European CEO – who had paused U.S. expansion – if he had spoken with his company’s existing customers. He had not. Three weeks later, after reconnecting, he found not only steady demand – but new opportunities he would otherwise have missed.
Sometimes the next move isn’t new. It’s already in front of you.
From Politics to Pragmatism: Three Moves That Matter
- Separate Signal from Noise
A cabinet reshuffle might spark outrage. But a quiet regulatory change in a single state could transform your market.
- Go Deeper with Current Customers
Ask:- What’s changed for them?
- What’s keeping them up at night?
- Where do they need help right now?
- Think Subnational
The U.S. isn’t one market. It’s 50 (at least) – and some of them are larger than most countries.- California’s economy ($3.6T) exceeds the UK’s and grows faster than Germany’s.
- Texas’ economy ($2.4T) is bigger than Brazil’s.
- New York’s economy ($2.1T) tops Italy’s.
- Los Angeles County’s economy ($801B) is nearly as big as Poland’s.
The Pragmatic Path Forward
What’s happening in Washington is serious. So are the concerns at the border and with international alliances.
But so is this: The U.S. is a $26 trillion economy made up of distinct, diverse, resilient markets.
If you’re waiting for certainty, you’ll wait a long time. If you’re waiting to see how it all ends, you may never re-engage.
Meanwhile, your competitors are making calls, winning deals, and building traction.
Final Thought: Balance Concern with Opportunity
This isn’t business as usual. But it’s not the time to go quiet.
As one European executive recently told me:
“We’re not investing in Trump’s America. We’re investing in our customers’ success -many of them just happen to be in America.”
That mindset – focused, practical, and customer-driven – is what wins in uncertain times.
Let’s Talk
These aren’t just trends. I speak with European business leaders every week navigating these same questions.
As a small contribution to staying engaged and grounded during this volatile time, I’m offering a limited number of free, 60-minute consultations for leaders working through U.S. market uncertainty.
Whether you’re exploring entry, reassessing expansion, or pressure-testing your approach – I would be happy to talk.
📩 Message me directly or email me to schedule a conversation.
This isn’t just about winning business. Let’s work together to stay connected when the world feels like it’s pulling apart.
If that resonates with you, let’s talk!
Best regards / Venlig hilsen / Beste Grüße,
Thomas Riebs, JD
Partner
Traksjon
Actions Speak Louder Than Words
Los Angeles, California, USA
Website: Traksjon
