Over the past year, I’ve noticed something subtle, but significant, happening in business leadership circles.
It’s a shift in tone. A move away from vision and values. A drift toward short-term wins, public power plays and personality-driven decisions.
It reminds me a lot of Donald Trump’s leadership style, what many now call Trumpism. While we may admire boldness or results in the political arena, I believe this approach carries real risk when it starts shaping how we lead in business.

What Is Trumpism and Why Is It Appealing?

Let’s be honest, Trump’s style works on some levels. It’s built on charisma, directness, disruption and decisive soundbytes.
He challenges norms, speaks without filters and prioritises “winning” over almost everything else. To many frustrated CEOs or leaders dealing with sluggish teams, red tape, or cultural inertia, that approach can look tempting:

• “Maybe we need to be tougher”
• “Maybe we’re too soft”
• “Maybe if we took control, things would move faster”

I get it. I’ve been there. But we need to ask a deeper question: What is the cost of “leading” that way? Is this even leading?
What works for a political campaign doesn’t always work for a company trying to build something that lasts.

Short-Term Strength, Long-Term Drift

When leaders start mimicking Trumpism, intentionally or not, they often trade depth for drama:

• They make decisions that grab attention, rather than ones that build trust
• They push quick wins at the expense of long-term purpose
• They choose loyalty over competence
• They seek applause over alignment

The danger, however, is that once we start measuring ourselves by popularity or power, we lose the quiet clarity that vision brings. We lose the steady compass that values provide.
Suddenly, we’re reacting instead of leading. Performing instead of building.

Leadership by Fear vs Leadership by Purpose

I’ve spoken with leaders who’ve shifted into what I call “Trump mode”, issuing top-down orders, steamrolling internal pushback, forcing outcomes. Admittedly, sometimes things do move faster in the short term. But at what cost?
When people feel afraid, they shut down. They comply, but they don’t commit. You might get movement, but not momentum. Loyalty and, in turn, innovation is almost always lost.
That’s not leadership. That’s control. In business, control without a healthy culture eventually collapses.

Two Case Studies: Target vs. Costco

After Trump’s 2025 re-election, one major U.S. retailer made headlines by abruptly cutting its diversity and inclusion programs. The move seemed politically motivated, and it caused real damage to employee trust and customer loyalty.
A few months later, Costco faced a similar test. A shareholder proposal pressured them to back away from their inclusive workplace commitments.
Instead of conceding, Costco made the decision to double down. They publicly reaffirmed their values and reminded stakeholders what they stand for.
The reaction was remarkable. Their people rallied behind them. 98% of shareholders voted to stay the course.
That’s the power of clarity. Of sticking to your values when it matters most.

The Illusion of Efficiency

Another pattern I’ve seen is of businesses chasing short-term “savings” without pausing to ask what it will cost them later.
Cutting headcount too deep. Cancelling training. Pausing development. Holding back on innovation. Disinvesting or not investing in solutions, ideas or technology that adds real value. All in the name of “efficiency.”
But in my mind, efficiency without strategy is just panic in disguise.
True leaders don’t just trim, they think. They ask, What’s the impact of this cut? What will this save me now, and cost me later?
In my experience, the best organisations double down on value, not just savings. They look beyond the numbers and protect what matters:

• people,
• innovation,
• long-term capacity.

Short-term savings may win today’s meeting. Long-term thinking wins the market.

So, What Do We Do?

If you’re a leader feeling this drift, toward toughness, toward noise, toward ego, I have one message for you: Pause. And reset.
Ask yourself:

• Am I chasing the spotlight or building a legacy?
• Are we reacting to fear or responding to our purpose?
• Are we leading from our core or from someone else’s playbook?

Your vision still matters. Your values still count. They are not soft, they are strategic. They don’t slow you down, they hold you steady in the storm.

Back to the Core

At wauko, I’ve learned this firsthand. We don’t always get it right, but we always come back to the same questions:

• Are we serving our people, clients and other stakeholders?
• Are we building something lasting?
• Are we adding real value?
• Are we leading with conviction?
• Are we living our values on a journey to achieve our vision?

Let’s not be drawn into a style of leadership that chases power without principle. That’s not who we are and it is not what builds great businesses.
Trumpism may dominate headlines, but quiet, purpose-driven leadership will always outlast the noise.

If this message resonates with you, or even challenges you, I’d love to hear your thoughts. We grow better, together. Pieter le Roux on 021 819 7816 or pleroux@wauko.com