Over the past year, as headlines have been dominated by the US presidential election, economic shifts, global conflicts, and now the uncertainty of 2025 tariff changes, I’ve found myself regularly coming back to a guiding principle related to "uncertainty" I’ve leaned on over the years:

“I choose not to participate.”

I first heard this phrase from financial guru Dave Ramsey—polarizing figure for some—but the idea resonated with me. It’s not about ignoring reality, or pretending external events don’t impact us. It’s about refusing to let things outside our direct sphere of influence dictate our mindset, our strategy, or our success.

A recent article, "Innovation takes a backseat at small companies as tariffs become a full-time preoccupation" (AP), highlights the uncertainty and barriers SMBs are facing with the US tariff changes. While tariffs aren’t a direct threat to my technology advisory business, the rapid changes in AI are quickly reshaping what clients need from us—so I understand how quickly the ground can shift.

Here’s what “choosing not to participate” in uncertainty means for me—and what it might mean for you:

• Stay Focused on What You Can Control: It means not letting uncertainty dictate your strategy. It means looking for the lever you can pull when the big picture feels unmanageable.
• Refuse to Be a Victim of the Moment: While external forces can create real obstacles, the entrepreneurs that inspire me are innovating in response—in how they compete and adapt.
• Lead Forward, Not Backward: The world will always have uncertainty. What matters is how we choose to respond.

In my own technology work, this all means continuing to explore new AI capabilities, building real-world offers and use-cases, and helping clients navigate what’s next—even when the pace of change is dizzying.

And for companies grappling with tariff impacts? I’d argue they are innovating. Maybe not with flashy product launches or research, but in how they adapt, shift operations, and reimagine how to compete in a moving-target market. That is inspirational innovation.

So I’ll leave you with this:

What uncertainty are you choosing not to participate in? What actions can you take in spite of it? Whether it’s tariffs, AI disruption, or a noisy politics —what’s within your control? Identify it. Act on it. Let’s move forward, together.

Your BizTech Pal,

—Joshua

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Disclaimer: I use AI to help write emails like these. I review & edit all AI-assisted work I publish.