How to keep calm and carry on

“If you can keep your head, when all about you are losing theirs”

Famous words from Rudyard Kipling’s “If” poem, a personal favourite of mine, but also good words to live by. Being able to keep level-headed in a difficult situation is a life skill, especially in business.

Over the last few weeks and months, markets have experienced considerable turbulence in response to geopolitical events. Some industries have been impacted more than others (as I predicted last year), leaving some business leaders and investors to panic.

But just like Kipling’s poem, patience and calmness is rewarded. However, that’s easier said than done sometimes. So, here’s some things to keep in mind:

Time is relative in politics, so don’t base decisions on the now

Leadership changes frequently. New administrations come and go, and with them, their policies. A government’s actions may jolt the markets, but those effects are often temporary. When you zoom out, short-term noise becomes just that—noise.

Moreover, policy U-turns, trade agreements, tax laws—none of it is permanent. As a business leader, getting too emotionally or strategically attached to a particular policy environment can backfire. Instead, build flexibility into your strategy and focus on what doesn’t change: your mission, your customers, your values.

Focus on bottom lines, not headlines

It’s tempting to react to every new article or data release, especially in the 24-hour news cycle. But businesses aren't built in breaking news— they’re built in day-to-day execution. Are you still delivering value? Are your teams aligned? Are your customers happy? Those are better indicators of long-term success than today’s headline.

Markets may dip, but fundamentals like strong operational foundations, customer focus, and a loyal and dedicated team outlast a downturn. Keep refining your product, strengthening your culture, and serving your niche. That’s what compounds over time. 

Communicate with caution and lead by example

If you’re stressed and reactionary, your team will be too. If you’re calm, focused, and transparent, you set the tone. Even if the news isn’t good, people respect honesty—what they don’t like is silence or spin.

Furthermore, be consistent. In uncertain times, people crave certainty. While you can’t control external events, you can be consistent in how you communicate and lead. Regular updates, clear rationale behind decisions, and sticking to your values all help build trust—even when the future’s unclear.

Keep some perspective

Charlie Chaplin once said that “Life is a tragedy when seen in close-up, but a comedy in long-shot”.

So it’s important to take a step back. Four years from now, 10 years – will this crisis matter? Often, the biggest “crises” end up as footnotes. If you’re playing the long game, short-term setbacks are just part of the journey.

Look for opportunities to be brave

Economic pressures create openings; you might see a key competitor retreat, talent may become available, new customer needs arise. Some of the most successful businesses in history were forged during downturns. If you can keep your head on, you might just spot the opportunity that others miss.

Turbulence will come and go—but your mindset, leadership and decision-making are what truly carry you through. So breathe in, zoom out, and keep moving forward. The calmest heads tend to come out ahead.