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Friday, July 11, 2025

Navigating Global Trade Uncertainty: A NZ Business Guide

A container ship in rough water symbolising world trade uncertainty


Have you noticed more turbulence in global trade lately? We have too, and the World Trade Uncertainty Index (WTUI) explains why. This index measures uncertainty in global trade policy by analyzing economic data and major reports. While relatively stable from 2008 to 2017, the WTUI has surged since 2018, reacting to events like Brexit, US-China trade tensions, COVID-19, the Ukraine war, and ongoing geopolitical and economic pressures. For Kiwi business leaders, a high WTUI is a clear signal to reassess risks, strengthen supply chains, and refine strategic positioning.


Understanding the World Trade Uncertainty Index (WTUI)

The WTUI is an economic indicator developed by the International Monetary Fund (IMF) to track global trade-related uncertainty. It uses advanced text analysis of country reports, news, and policy documents to calculate an index reflecting global anxiety around trade policies and practices.

A higher WTUI means businesses and markets face greater uncertainty in international trade. Importantly, it's GDP-weighted, so larger economies have a bigger influence. Think of the WTUI as a key indicator of the global sentiment surrounding trade, investment, and policy confidence.


World Trade Uncertainty Index Graph



What Factors Drive WTUI Spikes?

Several major events consistently push the WTUI higher:

  • Geopolitical conflicts (e.g., Russia-Ukraine war, Middle East tensions)

  • Trade policy shifts (e.g., US-China tariffs, Brexit impacts)

  • Global health events and pandemics (e.g., COVID-19)

  • Disruptions to supply chains (e.g., semiconductor shortages, Suez Canal blockage)

  • Economic volatility (e.g., inflation, interest rate fluctuations)

These events disrupt the predictability of trade, leading to delays, renegotiations, and the need for businesses to rethink sourcing, pricing, and logistics.


How the WTUI Has Evolved Since 2008

Looking at the trend, the WTUI was remarkably stable below 5,000 from 2008 to late 2017. This period mirrored steady globalization, trade liberalization, and economic recovery after the Global Financial Crisis.

However, since 2018, we've entered a more volatile era:

  • 2018–2019: The US-China trade war caused a significant spike.

  • 2020: The global COVID-19 pandemic led to the highest peak ever recorded (around 27,000).

  • 2022–2023: The war in Ukraine, rising inflation, and interest rate hikes contributed to ongoing volatility.

  • 2024–2025: Increasing geopolitical tensions, global elections, and supply chain fragility have caused another sharp rise.

As of May 2025, the WTUI is nearing record highs again, indicating a period of heightened uncertainty for global trade.


Why the WTUI Matters for Your New Zealand Business

For Kiwi business leaders, executives, and supply chain planners, the WTUI isn't just an abstract number—it's a crucial warning sign for global commerce that directly impacts your operations. Here's what it means practically:

  • Forecasting becomes more challenging: Market signals are less clear, making budgeting and inventory decisions riskier.

  • Supply chains face increased pressure: Expect longer lead times, higher costs, and a greater need for local and alternative sourcing.

  • Costs rise and margins shrink: Uncertainty breeds inefficiency, with delays and price volatility eroding profits.

  • Diversification is essential: Relying on a single region or supplier is a significant gamble in the current climate.

  • Agile strategy is key: Long-term planning must incorporate contingency and scenario models to adapt to rapid changes.


What Should Your NZ Business Do Now?

To effectively navigate this era of rising trade uncertainty:

  • Regularly monitor global indicators like the WTUI: Integrate it into your economic outlook and risk management models to avoid being caught off guard.

  • Reassess your supply chain risks: Map your tier-1 and tier-2 supplier risks and actively explore local, regional, and digital alternatives.

  • Invest in resilience: Business continuity plans, backup suppliers, and flexible contracts are no longer optional—they are necessities.

  • Stay informed and agile: Partner with advisors who closely track geopolitical, economic, and trade trends. The speed of your response is critical.


Final Thoughts for NZ Businesses

The World Trade Uncertainty Index reflects the increasing complexity of operating in a turbulent global landscape.

At Josty, we're here in New Zealand to help businesses like yours interpret economic signals like the WTUI. We aim to transform complexity into clarity and uncertainty into opportunity, right here in our local context.

If your business relies on global supply chains, cross-border transactions, or simply wants to maintain a competitive edge in these uncertain times, now is the time to be proactive.

📊 Need help understanding what trade risk means for your New Zealand business?

👉 Let's talk about developing a resilient trade strategy, robust continuity planning, and future-proofing your business for the global landscape. Contact Josty today for a consultation.


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Signs Your Business Strategy Needs a Reset

 

Metallic gears re-aligning, symbolizing rethinking business strategy.

Is It Time for a Strategic Reset? Here's How to Tell

It sounds like your business might be sending you some signals! In today's fast-paced environment, standing still isn't an option. What worked for your business even just last year might not be cutting it anymore. At Josty, we help businesses figure out when it's time to evolve, adapt, and realign their approach.

How do you know if your current business strategy is holding you back? Here are the key warning signs and what you can do about them.


1. Your Business Growth Has Stalled

If your revenue has plateaued or your customer base isn't growing, it's a clear sign that something needs to change. Often, your business model, sales process, or how you engage with customers simply hasn't kept up with market demands.

What to do: It's time to reassess your core offering, your pricing, and how you stand out from the competition. Josty can help you with a structured business performance review and strategy refresh to get things moving again.


2. You're Constantly Reacting, Not Planning

Are you always putting out fires and making decisions on the fly? If so, your strategy isn't leading your business anymore; it's falling behind.

What to do: Develop a proactive, future-ready plan. Our business consulting services are designed to help you create practical strategies that reduce constant reactive decision-making.


3. Your Target Market Has Shifted

Markets are always changing. If you're noticing lower engagement, slower sales cycles, or more customer churn, it could mean you're no longer connecting with the people who need your solutions most.

What to do: Redefine your ideal customer profile, review your marketing channels, and make sure your message still resonates with the right audience.


4. Sales and Marketing Are Out of Sync

If your marketing efforts are bringing in leads that your sales team struggles to convert—or if no one even agrees on what a "good lead" looks like—there's a significant disconnect that needs fixing.

What to do: Revisit your sales enablement strategy. At Josty, we specialize in aligning sales and marketing to significantly improve your conversion and win rates.


5. Operational Bottlenecks Are Limiting Progress

If your systems, staff, or supply chain can't keep pace with your business's growth, you'll inevitably hit a ceiling. These operational inefficiencies lead to frustrated customers and overworked teams.

What to do: Conduct a thorough business operations audit to pinpoint those bottlenecks. We help businesses implement smarter, more scalable processes.


6. You're Struggling to Attract or Keep Good Talent

Your team is fundamental to your strategy. If morale is low, turnover is high, or you're having trouble attracting the talent you need, your internal culture and leadership approach might need an update.

What to do: Focus on strengthening leadership capability, improving internal communication, and cultivating a business culture that actively supports your goals. Josty offers tailored support for leadership development and strategic alignment.


7. Competitors Are Gaining Ground

If you're watching other businesses in your industry leap forward while you feel stuck, it's definitely time to re-evaluate. You could be missing out on vital innovations, efficiencies, or ways to deliver better customer value.

What to do: Benchmark your business against others in your space. We can help you identify where you're lagging and, more importantly, where you can surge ahead.


Ready to Reset Your Strategy?

A business strategy isn't a "set it and forget it" document. It's a dynamic framework that needs regular attention to stay relevant, competitive, and focused on growth.

At Josty, we guide business owners, CEOs, and managers through a structured, expert review of their current performance, market fit, and strategic priorities. Our goal is to turn insights into actionable plans. We'll help you:

  • Get clear on what's working well.

  • Address what isn't.

  • Build a robust strategy to move forward with purpose.


Let's Talk

If you feel like your business has outgrown its current strategy, or if you're just not sure what's holding you back, it might be the perfect time for a conversation.

Ready to take control of your business's future? Message us to book a strategy session today!



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