Should we negotiate with Trump first, or impose consequences first? President Trump's new tariffs have escalated the trade war, treating allies like enemies. Some politicians in the EU and Switzerland advocate for swift negotiations, while others call for immediate sanctions on US products. Trump's approach seems to be one of deliberate escalation, without any clear intention to seek negotiation solutions. The EU must respond swiftly, leveraging its own power, such as imposing punitive tariffs, securing trade agreements with Mexico and Canada, or even boycotting US products. Only through significant economic impact will Trump be forced to the negotiating table.