The 72-Hour Action Plan

You have 72 hours to get ahead of this Middle East crisis before it controls you. Here's exactly what to do. The brands that come out of this okay won't be the ones with the biggest budgets. They'll be the ones who acted fast with clear heads while everyone else was doom-scrolling the news. Your 72-hour checklist. Write this down. Hour 1 to 24: Contact your air freight forwarder. Get a full list of your in-transit shipments and which are impacted by Middle East routing. Ask for updated ETAs. Hours 24 to 48: Email your top suppliers. Ask about production status, shipping routing, contingency options. Get answers in writing. Audit your on-hand inventory for your top 10 SKUs. 48 to 72 hours: Review your Q2 marketing calendar. Identify any campaigns tied to shipments now at risk. Build your delay scenario. Notify your team, ops, finance about what you found. And this is not a solo problem. 3 days of focused action buys you a week of clarity. Start with hour 1 right now. Call or email your forwarder before you close this app. Share this with a founder who needs to hear it, and follow me. I'll keep you updated as this situation develops.