People form first impressions in just 7 seconds, and by leveraging behavioural psychology, executives can transform media interviews into opportunities to shape public perception, build trust, and command the narrative.

Trump’s newly imposed tariffs—25% on all Canadian exports and 10% on energy—are more than an economic challenge; they present a serious reputational risk for Canadian businesses. In today’s global economy, reputation is an engineered advantage, not a passive asset. Canadian CEOs must proactively shape their perception strategy, reinforce market leadership and position themselves beyond U.S. dependence. This article explores how behavioural psychology and strategic influence can help companies navigate the shifting economic landscape, maintain investor trust and solidify their place on the global stage.