This white paper explores how companies, particularly in the consumer goods sector, can effectively respond to the growing unpredictability of tariffs and market disruptions. It argues that traditional reactive approaches are no longer sufficient in a landscape marked by sudden policy shifts, evolving consumer expectations, and economic volatility. Through historical context, case studies, and brand analyses, the paper reveals how pricing strategies, brand perception, and consumer behavior intersect to shape outcomes. It emphasizes the importance of integrated commercial planning, linking pricing, marketing, innovation, and demand forecasting to build resilience. The paper also highlights the transformative role of data intelligence and advanced analytics in enabling smarter, real-time decisions. Ultimately, it calls for businesses to shift from fragmented, siloed responses to holistic, insight-driven planning, positioning them to navigate uncertainty with greater clarity, agility, and strategic foresight.