Reciprocal. Retaliatory. Uncertainty. Ring a bell? These words have become daily companions in business meetings, earnings calls, business news, woven into nearly every conversation about one pressing topic: tariffs. What was once a distant policy discussion more suited to a World Trade Organization summit, has now escalated into the topic du jour, or more accurately, the topic ‘du quotidien’ (French for ‘every single day’) impacting the business world and everyday life.