A recent announcement by the new US government that they are putting negotiations for a free trade deal with New Zealand on hold has been, in the eyes of many, further evidence of doom and gloom and generated fears of future protectionism in the largest economy in the world.  As a trading nation New Zealand has some reason to be concerned but at the same time little grounds to actually fear a resurgence of artificial barriers to trade. This is an excellent example of communication that generates a response out of proprtion to the literal words spoken.  The US, as with many other countries, is "taking stock" of its current and possible future arrangements.  No surprise there, and yet we fear the worst.  Why?  Because amidst uncertainty human instinct is not good at rational thought.  We are seeing many examples of this in businesses today, and indeed in many homes.  Managers, organisations (whether profit or not for profit), and families are "taking stock" of their obligations to make sure they remain relevant and effective in the months and years ahead. This is sensible practice and provides opportunities for those businesses and ventures that can articulate and demonstrate their value to clients and customers.  Services and products are still needed but in the months ahead one of the key factors that will be able to ensure success or failure in a falling market is the ability to differentiate from the crowd and remind people of what value they have been, and will continue to be, getting from products and service delivered.  The term "taking stock" therefore is not necessarily something to be feared.  It may actually provide an opportunity to cement in place an already mutually rewarding relationship and establish why a business venture, activity and/or relationship should be maintained.  Remember, dollars alone rarely decide what people see as worthwhile and a smart business will demonstrate value beyond simply money saved or earned in the short term.