The day after President Donald Trump announced his sweeping “Liberation Day” tariffs, pricing guru Craig Zawada held an urgent summit for his clients. The global economy was roiling with anxiety, and stocks were in a tailspin, but Zawada had a more hopeful message to impart: For the businesses deploying his company’s “smart pricing” software, this was a rare opportunity.
“There is perhaps more of a window to make changes to your pricing than there has been before,” Zawada said. Consumers, he explained, were bracing themselves for tariff sticker shock: “Customers expect change.”
“Now,” he said, “is the time to take advantage.”
