By Nezha Hami-Eddine Echaãri Business Coach, Managing Director of Cap RH consultancy
A strategy is not a one-way street. Let me explain: we consider an action that succeeds and, at the same time, we ask ourselves: what if it fails, what to do? These are the famous “what if” scenarios that have been the strength and admiration of the American army since World War II.
Vision vs strategy
“Where there is a will, there is a way”. The “will” is the vision. The “way” is the strategy. When we know what we want, we find our way. The lesson: every strategy must flow from a vision. Without direction, the ship wanders. A ghost ship, as they say. In Donald Trump’s MAGA policy, there is a “big will”. But, for the “way”, his team is still surprising. Do you remember, from the first days of his term, he announced to the whole world the decisions he was going to take to restore the reputation of the USA. This is the famous “Make America Great Again” (MAGA). This acronym reveals his vision of the situation in the USA, which is losing its splendor. To make the USA strong, Donald Trump promised to buy Canada, seize Greenland and the Gulf of Mexico, and tax economies that are profiting at the expense of the United States.
MAGA strengthened Canada
Before this announcement, the Canadian economy was very dependent on its American neighbor, which captured 70% of its exports. The strategy planned to suffocate the Canadian economy to bring it to its knees. It would then be easy to take over Canada and make it the 51st American state. It was a bit like a business takeover. Perhaps Trump hoped to buy Canada for a “symbolic dollar”? Ottawa resisted. “Buy Canadian” thrived. Some American products and brands were renamed or adapted. Canada managed to sell its oil to China, whose production machinery was in demand.
However, American refineries, specializing in refining Canadian light oil, are currently struggling. Thanks to this announcement, Canada gained economic maturity. Trump’s team felt the backlash. They had not considered any “what if”. They acted recklessly, like in the Wild West. However, historical conditions do not repeat themselves. Cowboys cannot bring back loot every ride.
MAGA hurt the average American
We are now witnessing one of the biggest trade wars of all time. It is only equaled by the trade war waged by Christian Europe in the 15th century against the Muslim world through the Silk Road. Remember the Crusades. The great geographical discoveries of America, the Cape of Good Hope, and the Suez Canal had the sole ambition to bypass Muslim countries to deprive them of the financial benefits of this trade.
Let’s specify that Muslim countries did not unjustly collect a dime. Not at all! Along the Silk Road, several thousand kilometers long, Muslim countries, crossed by caravans, set up caravanserai, shelters, foundouks, stops, mosques, and other places of worship. They had developed real expertise in accompanying caravans for their direction by “reading the stars,” as well as for their defense against bandits and wild animals in the territories crossed. Of course, this had a price. But Europe didn’t like it.
Man of his word
Today, Donald Trump wants to deprive certain countries of the financial benefits of their trade with the United States under “Make America Great Again.” The American president is a man of his word. He does what he says. Many thought it was just campaign bravado. The crowds, the applause, the cheers, the slogans, the fervor, it fueled the adrenaline.
Despite the turmoil, Donald Trump stays the course. Sometimes, he reformulates his promises. His ambition is no longer “Make America Great Again,” but “Make America Rich Again.” It’s not bad, but we still talk about MAGA. When he promised to impose high customs duties on countries profiting at the expense of the USA, no one believed him. Not even the business elite. This is evidenced by the fact that the American Stock Exchange experienced a quake the day after the official announcement of these tariffs. This has only one meaning: Wall Street financiers did not believe in his promise. If they had, they would have prepared a plan.
Achilles heel
One of his first announcements, the purchase of Canada, fell through. Let’s not forget, Donald Trump is a showbiz man. He excels in dramatic actions to stun his audience before delivering the final blow. For us coaches, the vision is the desired situation.
It is not forbidden to dream. On the contrary, we should dream a little more. After the dream, we return to earth to operationalize the vision, a strategy that will turn the dream into reality. And in my opinion, this is the Achilles’ heel of the “Trumpian” vision. Taxes are intended to increase the price of targeted products to protect the national economy and generate additional customs revenue for the state coffers. However, local importers include this tax in the selling price. In the end, it is the American consumer who suffers.
