Trump’s trade policies and tariff threats require a new strategy: Think like a CEO
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Canada is playing the wrong game when it comes to the growing threat of U.S. tariffs. Our current approach—appealing to American policymakers, economists and the altruism of the American people—fails because the audience we’re targeting isn’t even in the room. That room belongs to Donald Trump: a businessman, a dealmaker and a president who governs by decree, not consensus.
If Canada wants to mitigate the impact of Trump’s tariffs and trade wars, we need to stop shouting louder, doubling down and making symbolic sacrifices. Instead, we must meet him on his terms: with deals that are fast, decisive and headline-worthy enough to fit in a 280-character tweet.
Trump thrives on momentum. His public image is built on projecting strength and decisiveness, particularly on platforms like X (formerly Twitter), Truth Social, Meta and TikTok. The CEOs of these platforms are often front and centre, flanking him as he signs executive orders with a flourish—while governors and lawmakers stand at the back. This isn’t traditional governance; it’s performance.
To counter this, Canada needs to stop thinking like politicians and start negotiating like dealmakers sitting across from a CEO. What does Trump value? Immediate wins, visible outcomes and opportunities to show that he delivers for Americans. That’s where Canada must begin.
Take NATO’s two per cent defence spending obligation. Canada has dragged its feet for years, but this challenge can become an opportunity. By committing to purchase American-made F-35 fighter jets, Iron Dome missile defence systems and advanced submarines to secure the Arctic, Canada could not only enhance its own defence capabilities but also allow Trump to showcase a massive win for American manufacturers—jobs and patriotism rolled into one.
Building on national security, Canada could offer Trump a defining victory by guaranteeing exclusive access to our vast reserves of critical minerals. These materials, vital for defence, high-tech manufacturing and AI innovation, are currently dominated by China in global supply chains. Expanding mining and refining operations while providing secure supply to the U.S. would give Trump the chance to sign an executive order cementing this partnership. It would be a strategic win for America and a direct blow to China’s dominance.
The Canada-U.S. border presents another opportunity for proactive engagement. Instead of simply reacting to U.S. demands, Canada could propose a partnership to enhance border security. This could include Canadian-funded purchases of American-made drones, facial recognition software and state-of-the-art patrol equipment. Such a deal would allow Trump to highlight a tangible victory against illegal migration and crime—an achievement his base could rally around.
Energy security offers yet another powerful bargaining chip. Trump’s unwavering support for the Keystone XL pipeline creates an opportunity for Canada to align with his agenda. By committing to direct investments in U.S. workers to complete the project, Canada could reignite momentum for this critical infrastructure.
Coupled with concessions like repealing the digital services tax for platforms such as Meta, Google and Netflix, this deal would bolster Trump’s narrative of economic freedom and growth while creating new opportunities for Canadian energy exports.
To sweeten the pot, Canada could pitch high-profile contracts that appeal to Trump’s key influencers. Partnering with SpaceX to expand broadband access across rural Canada via Starlink satellites would align with Trump’s digital divide initiatives. Elon Musk’s involvement would ensure the deal grabs headlines and reinforces Trump’s image as a champion of innovation.
These deals won’t be cheap, but many are already in Canada’s pipeline—defence spending commitments, border upgrades, and infrastructure investments are inevitable. By repackaging them as high-profile wins for Trump’s America, Canada can soften his stance on tariffs while securing long-term benefits for ourselves.
In return, we could ask for a straightforward extension of the USMCA trade deal. Trump negotiated it; he owns it. Allowing him to promote its extension as a triumph for American workers would reinforce his legacy.
This strategy isn’t about capitulation—it’s about realism. Trump governs like a CEO, not a diplomat. He seeks fast, tangible wins that reinforce his narrative of strength. Instead of futile resistance, Canada must bring bold, transactional deals that Trump can champion as victories.
These deals shouldn’t be hammered out by traditional envoys or politicians. Instead, Canada needs seasoned CEOs with proven track records in dealmaking—leaders who understand Trump’s language of power and results. This is about negotiating from a position of respect and pragmatism.
If Canada can secure a reprieve from U.S. tariffs through this approach, the next step must be to fortify our economy. The damage caused by a protectionist America can’t be ignored. Canada must diversify trade partnerships, modernize infrastructure in rail, ports and pipelines, resolve interprovincial barriers and accelerate the adoption of digital technologies.
Long-term competitiveness depends on achieving world-leading productivity—not merely riding the short-term advantages of a weakened Canadian dollar. Canada faces a choice: continue to play a losing game or adapt to the realities of a Trump-driven America. It’s time to stop fighting and start negotiating like businesspeople. The stakes are too high for anything less.
James Levy is a leadership strategist and CEO advisor with over 20 years of experience helping organizations tackle challenges and drive innovation. With training in Design Thinking from MIT and Blue Ocean Strategy from INSEAD, he brings cutting-edge expertise to foster creativity and develop actionable strategies.
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