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Trade unbound

Why zero tariffs should be the global default

August 5, 2025

6 min read

August 5, 2025

6 min read

Photo: Dreamstime.

As Donald Trump’s administration negotiates trade deals that reduce tariffs from threatened peaks to merely punitive levels—15 per cent on European goods rather than 30 per cent—policymakers congratulate themselves on averting trade wars.

America’s average tariff rate has nevertheless soared from 2.5 per cent to 18.4 per cent in just months, reaching levels not seen in nearly a century. The real question is not whether these deals represent progress, but why humanity tolerates trade barriers at all.

The case for zero tariffs—genuine free trade—rests on logic so compelling that 93 per cent of professional economists agree that restrictions reduce economic welfare. Yet this consensus has struggled against protectionist instincts for two centuries. David Ricardo’s insights from 1817 remain as relevant as ever—the complete elimination of trade barriers should be civilisation’s default setting.

The mathematical certainty of mutual gain

Ricardo’s theory of comparative advantage demonstrated that even if one country is more efficient at producing everything, both nations benefit when they specialise in what they do relatively best and trade the surplus. This is not economic theory; it is mathematical fact.

A country twice as productive as its partner in making clothing but three times as productive in steel will benefit by making steel and importing clothes. Its partner gains by doing precisely the opposite.

Even developing countries lacking absolute advantage in any field will always have comparative advantage in producing some goods, ensuring profitable trade with advanced economies. The implications are that there is no economic justification for any tariff on any good from any country. Zero should be the starting point, not the aspiration.

Why then, has the world spent two centuries constructing elaborate systems to subvert this logic? Today, global trade as a share of GDP sits at roughly 58 per cent—impressive compared with the pre-1800 era when it never exceeded 10 per cent, but a fraction of what unfettered commerce could achieve.

The Peterson Institute estimates that eliminating remaining global trade barriers would increase America’s benefits from trade by another 50 per cent. For a country already prosperous, that represents trillions in foregone wealth.

The prosperity that trade creates

The evidence for trade’s transformative power is everywhere. World exports today are more than 40 times larger than in 1913, underpinning an era of unprecedented human prosperity. Countries that embraced openness thrived; those that retreated behind barriers stagnated.

Consider North America’s experience with partial liberalisation. NAFTA eliminated most tariffs between Canada, Mexico, and the United States, boosting Mexican farm exports threefold and creating hundreds of thousands of manufacturing jobs. Most studies conclude NAFTA had a modest but positive impact on US GDP, adding roughly 127 billion US dollars annually—and this from a deal that left external barriers intact. True free trade would multiply such gains.

The benefits extend beyond mere statistics. Trade increases consumer choice, keeps prices low, and provides high-quality inputs for businesses, helping companies and their employees become more competitive. It rewards efficiency and punishes complacency, driving innovation.

Environmental concerns, long wielded against trade, crumble under scrutiny. A study of NAFTA’s environmental impact found that trade liberalisation led to significant reductions in particulate matter and sulphur dioxide emissions from U.S. manufacturing plants, with nearly two-thirds of pollution reductions attributable to increased competition. Free markets, it would appear, clean themselves.

Protectionist temptation and its costs

Why, then, do nations persist in erecting barriers? The answer lies in human psychology rather than economic logic. Trade’s benefits are diffuse—every consumer gains marginally from lower prices—while its costs are concentrated among specific industries and workers. The asymmetry of political pressure proves irresistible to politicians.

History offers a sobering reminder of protectionism’s dangers. The Smoot-Hawley Tariff Act of 1930, which raised duties on over 20,000 imported goods by an average of 40-60 per cent, triggered the ‘mother of all trade wars’. Two dozen countries adopted retaliatory tariffs within two years, causing global trade to decline by 65 per cent between 1929 and 1934. US imports from Europe fell from 1.3 billion US dollars in 1929 to just 390 million US dollars in 1932. The tariff wall prolonged and deepened the Great Depression.

Today’s trade tensions echo those dark days. Experts believe current US-China tariff disputes represent the initial salvos of a broader trade war, while proposed tariffs on Canada, China and Mexico would shrink US economic output by 0.4 percentage points and increase taxes on Americans by 1.1 trillion US dollars. The costs mount even before retaliation fully unfolds.

The path to zero

Critics will argue that unilateral disarmament is naive, that other countries’ barriers justify defensive measures. This misunderstands both economics and strategy. Only economies so small they cannot influence world commodity prices benefit unambiguously from unilateral liberalisation, but even large countries gain more from opening their markets than from matching others’ folly. Britain’s repeal of the Corn Laws in 1846, despite continental protectionism, ushered in decades of prosperity that cemented its global dominance.

The practical objections to free trade—that it destroys jobs, undermines sovereignty, or benefits only the wealthy—have been thoroughly debunked. NAFTA increased productivity by up to 15 per cent in industries experiencing the deepest tariff cuts, and while job losses occurred in low-productivity plants, overall unemployment fell. Trade creates more jobs than it destroys; it simply creates them in different places and sectors, requiring societies to invest in education and retraining rather than preserving obsolete industries.

Concerns about sovereignty are equally misplaced. Free trade enhances rather than diminishes national power by maximising economic efficiency. With Americans generating more than one-fifth of world income despite constituting less than one-twentieth of its population, openness has clearly served the United States well. Countries that retreat behind barriers sacrifice both wealth and influence.

The digital age makes the case for free trade even more compelling. The notion of comparative advantage extends beyond physical goods to trade in services—such as writing computer code or providing financial products. In an interconnected world where ideas and services cross borders instantly, artificial barriers become not merely costly but absurd.

The path forward requires intellectual courage. Policymakers must abandon the comforting illusion that they can shield their citizens from global competition without making them poorer. They must recognise that every tariff is a tax on their own consumers, every quota a constraint on their own prosperity.

Almost two hundred years ago, David Ricardo discovered something not so simple about trade. The intervening centuries have only confirmed his insight: free trade is not merely beneficial but mathematically inevitable. The question is not whether the world will eventually embrace zero tariffs, but how much prosperity it will sacrifice before doing so.

A zero-tariff world is not a utopian fantasy but an achievable goal—one that would unleash human potential on a scale history has never witnessed. All it requires is the wisdom to stop standing in our own way.

Photo: Dreamstime.

Craig Turp-Balazs

Craig Turp-Balazs

Craig Turp-Balazs is head of insight and analysis at Reinvantage.

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Case study: Global technology company

1. The Client

A global technology company operating across EMEA, with a regional HQ in Istanbul. The company manages 20+ markets, handling everything from brand campaigns to strategic partnerships.

Role we worked with: The EMEA Head of Marketing (supported by two regional managers).

2. The Challenge

Despite strong products and a respected global brand, the regional team was struggling with:

  • Misaligned strategy across markets → campaigns executed with inconsistent narratives.
  • Slowed growth → lead generation plateaued despite increasing spend.
  • Internal friction → marketing, sales, and product teams disagreed on KPIs and priorities.

Traditional fixes (more meetings, more reporting) only created more noise.

3. The Sprint

We ran a 10-day Remote Reinvention Sprint with the regional HQ team.

  • Day 1–3: Intake → Reviewed decks, campaign data, and plans.
  • Day 4: Sprint Session (90 mins) → Breakthroughs:
    • Sales and marketing had different definitions of “qualified lead.”
    • 40% of spend was going into low-potential markets.
    • The team assumed the problem was lack of budget, but it was actually lack of alignment.
  • Day 5–10: Synthesis → Insights distilled into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint uncovered that the issue wasn’t budget, but fragmentation.
Three sharp insights unlocked a way forward:

  1. Unified KPIs bridging marketing + sales.
  2. Market prioritisation → shifting budget to 5 high-potential markets.
  3. Simplified narrative → one EMEA core story, locally adaptable.
By just realigning resources and focus, the client could unlock an estimated £250,000 in efficiency gains within the next 12 months — far exceeding the Sprint’s value guarantee. The path to higher returns was already inside the business, hidden by misalignment.
5. From Sprint to Action (4 Pillars Applied)

With clarity secured, Reinvantage didn’t suggest “more projects.”

Instead, we used the Sprint findings to create laser-focused next steps — drawing only from the areas that would deliver the most impact:

  • Readiness → Alignment workshops for sales + marketing teams. New playbooks clarified “qualified lead” definitions and reduced internal disputes.
  • Foresight → A market-opportunity scan identified which 5 countries would deliver the highest ROI, removing the guesswork from allocation.
  • Growth → Guided the reallocation of €2M budget and designed a phased rollout strategy that protected risk while maximising return.
  • Positioning → Built a messaging framework balancing global consistency with local nuance, ensuring campaigns spoke with one clear voice.

Because the Sprint had stripped away noise, these actions weren’t generic consulting ideas — they were directly tied to the breakthroughs.

6. The Results
  • +28% increase in qualified leads across the region.
  • 30% faster campaign rollout due to streamlined approvals.
  • Budget efficiency gains → €2M redirected from low-return to high-potential markets.
  • Internal cohesion → marketing + sales now use a single shared dashboard.
The client came in believing they needed more budget.
The Sprint revealed that what they really needed was clarity and alignment.

With that clarity, the four pillars became not theory, but practical tools to deliver measurable impact.

The Sprint guaranteed at least £20,000 in value — but in this case, it helped unlock more than 10x that within six months.

Case study: Regional VC fund & accelerator

1. The Client

A regional venture capital fund and accelerator focused on early-stage tech start-ups in the Baltics and Central Europe.

The fund had raised a new round and was under pressure to deliver stronger returns while also building its reputation as the go-to platform for founders.

Role we worked with: Managing Partner, supported by the Head of Portfolio Development.

2. The Challenge

Despite a promising portfolio, results were uneven.

Key issues:

  • Scattered portfolio support → no consistent playbook for start-ups, every partner did things differently.
  • Weak differentiation → founders and co-investors saw the fund as “one of many” in the region.
  • Stretched team → too many small bets, not enough clarity on which companies to double down on.

The leadership team knew something was off, but disagreed on whether the issue was pipeline quality, market conditions, or internal capacity.

3. The Sprint

We ran a 10-day Remote Reinvention Sprint with the partners and portfolio team.

  • Day 1–3: Intake → Reviewed pitch decks, pipeline funnel data, and start-up performance reports.
  • Day 4: Sprint Session (90 mins) → Breakthroughs:
    • No shared definition of a “high-potential founder.”
    • Support resources were spread too thin across the portfolio.
    • The fund’s positioning was more reactive than proactive — it didn’t own a distinctive narrative in the market.
  • Day 5–10: Synthesis → Insights consolidated into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint revealed that the challenge wasn’t pipeline quality — it was lack of focus and positioning.

Three core insights provided the turning point:

  1. Portfolio Prioritisation Framework → defined clear criteria for where to double down.
  2. Founder Success Playbook → standardised support model for portfolio companies.
  3. Differentiated Narrative → repositioned the fund as “the accelerator of reinvention-ready founders.”
These shifts alone gave the fund a path to add an estimated £2M+ in portfolio value over the following 18 months, by concentrating capital and resources where they could move the needle most.
5. From Sprint to Action (4 Pillars Applied)

With clarity from the Sprint, Reinvantage created a tailored support plan:

  • Readiness → Coached partners on using the new prioritisation framework and trained the team on deploying the Founder Success Playbook.
  • Foresight → Ran scenario analysis on regional tech trends, helping the fund anticipate where capital would flow next.
  • Growth → Guided resource reallocation across the portfolio and supported new co-investor pitches for top-performing start-ups.
  • Positioning → Crafted a sharper brand story for the fund, positioning it as the reinvention partner for globally minded founders.
6. The Results
  • 10 portfolio companies onboarded to the new Playbook → greater consistency of support.
  • Raised follow-on capital for 3 top start-ups with the new prioritisation framework.
  • +26% increase in inbound deal flow from founders citing the fund’s new positioning.
  • Stronger internal cohesion → partners aligned on where to focus resources.
The client thought the problem was pipeline quality.
The Sprint showed it was actually lack of clarity and focus inside the firm.

By applying the four pillars, Reinvantage helped turn scattered effort into concentrated value creation.

The Sprint guaranteed at least £20,000 in value; here it set the stage for multi-million-pound upside in portfolio growth.

Case study: International impact Organisation

1. The Client

A large international impact organisation focused on entrepreneurship and economic empowerment.
The organisation runs multi-country programmes across Eastern Europe and Central Asia, often in partnership with global donors and corporate sponsors.

Role we worked with: Senior Programme Director, responsible for regional coordination.

2. The Challenge

The organisation had launched a flagship regional initiative supporting women entrepreneurs, but the programme was underperforming.

Key issues:

  • Fragmented delivery → each country office interpreted the programme differently.
  • Donor frustration → reporting lacked consistency and clear impact metrics.
  • Lost momentum → staff energy was spent on administration rather than scaling success stories.

Traditional programme reviews had produced long reports, but no real alignment or action.

3. The Sprint

We ran a 10-day Remote Reinvention Sprint with the regional leadership team and representatives from two country offices.

  • Day 1–3: Intake → Reviewed donor reports, programme KPIs, and field feedback.
  • Day 4: Sprint Session (90 mins) → Breakthroughs:
    • Donors cared about quantifiable outcomes, but reporting focused on stories.
    • Staff were duplicating efforts across countries, wasting time and resources.
    • The initiative lacked a clear theory of change — everyone described its purpose differently.
  • Day 5–10: Synthesis → Insights distilled into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint revealed that the issue wasn’t donor pressure or programme design — it was a lack of shared framework and alignment.

Three critical insights reshaped the path forward:

  1. One Unified Theory of Change → agreed narrative for why the programme exists.
  2. Core Impact Metrics → clear, comparable KPIs across all countries.
  3. Smart Resource Sharing → digital hub to stop duplication and accelerate knowledge flow.
By eliminating duplicated reporting and clarifying what success looks like, the client saw they could save the equivalent of £100,000 in staff time annually — while also unlocking stronger donor confidence and follow-on funding opportunities.
5. From Sprint to Action (4 Pillars Applied)

Armed with Sprint clarity, Reinvantage proposed a laser-focused support plan:

  • Readiness → Trained programme leads on using the new metrics and integrated them into existing workflows.
  • Foresight → Analysed donor trends and expectations, aligning the initiative with the next funding cycle.
  • Growth → Developed a funding case based on the new unified theory of change, securing higher renewal chances.
  • Positioning → Crafted a regional success narrative and storytelling toolkit, helping them showcase results consistently across markets.
6. The Results
  • 30% less time spent on reporting → freed capacity for programme delivery.
  • Donor satisfaction improved → positive feedback on the clarity of impact evidence.
  • Secured new funding commitment → one major donor increased their contribution by 20%.
  • Stronger internal morale → staff felt they were working with clarity, not chaos.
The client thought it needed better donor management.
The Sprint revealed it needed a shared foundation across its teams.

By anchoring on the four pillars, Reinvantage turned alignment into efficiency gains and fresh funding opportunities.

The Sprint guaranteed at least £20,000 in value; here it unlocked both six-figure savings and future-proofed funding.

Case study: National digital development agency

1. The Client

A national digital development agency tasked with driving the government’s digital transformation agenda, including e-services, citizen portals, and smart city pilots.

Role we worked with: Director of Digital Transformation, supported by IT and service delivery leads from three ministries.

2. The Challenge

The agency had strong political backing but faced hurdles in implementation.

Key issues:

  • Siloed projects → each ministry developed digital tools independently, leading to duplication.
  • Citizen frustration → services were digital in name, but still required multiple logins and offline steps.
  • Funding pressure → international partners demanded clearer impact in the short term.

The agency wanted to accelerate momentum but struggled to get alignment across ministries.

3. The Sprint

We ran a 14-day Immersive Reinvention Sprint with the agency’s leadership and digital focal points from three ministries.

  • Day 1–3: Intake → Reviewed strategy docs, donor reports, and citizen feedback data.
  • Day 4: Immersive Sprint Session (half-day) → Breakthroughs:
    • Each ministry had different definitions of “digital service.”
    • 20% of budget was going into overlapping pilot projects.
    • Citizens’ top frustrations were known — but not prioritised.
  • Day 5–14: Synthesis → Insights consolidated into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint revealed that the biggest blocker wasn’t lack of funding, but lack of shared priorities.

Three practical insights stood out:

  1. One Definition of Digital Service → agreed across ministries.
  2. Quick-Win Prioritisation → focus on top 3 citizen pain points (ID renewal, business registration, healthcare booking).
  3. Shared Resource Map → pool budgets to eliminate duplication.
These changes alone allowed the agency to unlock £75,000 in immediate savings and deliver 2–3 visible improvements in the next quarter — meeting donor expectations and building citizen trust.
5. From Sprint to Action (4 Pillars Applied)

Based on the Sprint clarity, Reinvantage proposed a modest, targeted package of support:

  • Readiness → Facilitated inter-ministerial workshops to embed the “one digital service” definition.
  • Foresight → Analysed citizen feedback trends to shape the quick-win roadmap.
  • Growth → Supported the reallocation of funds to joint projects, reducing overlap.
  • Positioning → Crafted a communication plan highlighting early digital wins to donors and citizens.
6. The Results
  • 2 pilot services integrated into the central portal (ID renewal + healthcare booking).
  • Budget savings of £75,000 from eliminating overlapping projects.
  • Citizen satisfaction up modestly → call centre complaints on digital services dropped by 12%.
  • Donor confidence improved → short-term impact report received positive feedback.
The client thought it needed more funding and bigger projects.
The Sprint revealed it first needed clarity and alignment.

By applying the four pillars to a targeted scope, Reinvantage helped deliver visible results within a single quarter — proving progress to citizens and donors and laying the groundwork for deeper transformation.