In a Tariff Environment, Finding and Protecting Margin Isn’t Optional
Ken Donaven
September 16, 2026
At first glance, pricing in a tariff environment appears straightforward. Input costs rise by 20%, prices rise by 20%, and margins are preserved. The logic is simple and often serves as the foundation for internal pricing discussions. The problem is that customers do not make purchasing decisions based on your cost structure. They make purchasing decisions based on the value they receive and the alternatives available to them.
