The True Cost

The most valuable things never appear on a receipt.

People often equate price tags with actual value - especially in business. Sure, that shiny, overpriced espresso machine with more buttons than the control panel on the Space Shuttle might impress someone in the short term, but the real value isn’t always measured in simple dollars and cents. As we navigate a continually changing economic landscape (especially with tariffs), all that seems to be discussed is how much more things will cost: groceries, cars, building materials, and electronics, to name a few.

As I write this on Wednesday, April 9, 2025, the most recent round of tariffs imposed by the Trump administration has been put on a 90-day pause, save for the ‘reciprocal’ levies against China. I share this because by the time this blog drops, things may – and likely have – changed radically. Even so, I foresee continual unease as our consumer economy waits for and worries about what will happen next. Let’s face it: Whatever your stance, uncertainty about the global economy feels unsettling, especially as it relates to the things we want and, more importantly, need - things like food, shelter, clothing, and transportation.

As of April 4, 2025, the announced tariffs will increase the costs for a typical household by $3,800.00 annually. Obviously, this number will change as the approach to tariffs shifts, but the feeling behind the dollar figure will remain the same: just about everything we consume will cost more, which never feels good.

However, even in turbulent times like this, real value isn’t always measured in dollars. Lately, I’ve been thinking about all the doom and gloom we seem enveloped in. Whether the news, conversations with colleagues, or, heaven forbid, the Promotional Products “Professionals” page on Facebook, the amount of sheer negativity is overwhelming, with everyone seemingly (and suddenly) an expert on tariffs. Yet, perhaps this moment of financial uncertainty is precisely the right time to remind ourselves of what truly matters - those invaluable things whose worth transcends any economic measure:

• Giving someone your full attention.

• Expressing sincere gratitude to someone.

• Nurturing friendships – both old and new.

• Watching your kids actually be kids.

• Forgiving others for real or perceived transgressions.

• Calling your parents (or other relatives) to let them know you’re thinking about them.

• Enjoying a quiet drink while taking time to slow down.

• Hugging someone who is having a rough day.

• Giving your time to mentor someone.

• Looking at the world from a Ted Lasso perspective: Be curious, not judgmental.

• Allowing yourself to laugh.

• Watching the sunset on a crisp spring evening with loved ones.

• Doing something in service to others.

• Being a truly decent human regardless of the situation.

Everything I listed above has two things in common:

1. They cost precisely $0.00.

2. The impact is priceless.

Later today, I’ll get back to constantly seeking ROI for my clients and figuring out how (or if) I can afford the new furniture we want in our house. For this moment, however, I think it’s important to remember that the things of greatest worth don’t come with a barcode.