Every so often, the news cycle delivers a moment that rattles people to their core. It’s not just another headline—it’s something tragic, raw, and politically charged. It could be a violent attack on a public figure, like the recent assassination of Charlie Kirk, or it could be a controversial ruling, a flashpoint in the culture wars, a surprise win by a politician people counted out, or a divisive policy decision that dominates every screen. When these events hit, your clients inevitably feel something. Many will want to talk about it. Some will look to you to share your opinion. And in those moments, the conversation doesn’t feel optional anymore—it feels like a test.
But here’s the truth: you didn’t sign up to be a political commentator. You built your business to serve people, to provide protection, and to give them confidence in areas of life that matter deeply. And yet, in today’s climate, your clients often don’t see a clear line between the personal and the professional. They may bring the debate into your office, your inbox, or even your social media comments. Suddenly, you’re faced with a choice: do you engage, deflect, stay silent, or take a stand?
Moments like the Kirk tragedy remind us how quickly politics can turn personal—and how dangerous it can be for anyone in business. On one side, you want to show up authentically. You have thoughts and feelings. Perhaps you have people who look to you as a leader as an employer, spouse, father, or leader of faith. You don’t want to feel like you’re hiding who you are. On the other side, you’ve got a livelihood on the line. Alienating half your client base with one ill-timed or overly blunt comment could put years of hard work at risk.
That tension—between integrity and survival—isn’t something you can escape. It’s something you have to manage. And it’s made harder by the fact that the stakes feel higher than ever. When a polarizing figure is hurt or killed, or when a court ruling sets off national protests, or when a policy is signed that sparks outrage, people aren’t looking for neutral ground. They’re looking for allies. They want to know who’s “with them.”
It’s important to remember what you’re really selling. Your clients don’t come to you for your political analysis. They don’t write their premium checks to hear your personal take on the news. They come to you because they need someone who can be steady in the storm. They come to you because you can help them solve problems that actually touch their day-to-day lives—protecting their families, their homes, their businesses, their health.
That doesn’t mean you can’t ever share your perspective. It just means that when you do, it should serve the relationship rather than strain it. If a client presses you about the latest tragedy, you can acknowledge the weight of the moment without diving headfirst into partisan waters. You can say, “It’s heartbreaking to see violence over political differences,” or “I can tell this issue means a lot to you,” before gently pivoting back to the work you’re there to do.
That kind of response doesn’t dodge the conversation—it respects it while reinforcing your role.
Some people think integrity means you have to say exactly what you feel at all times. But integrity in business is really about alignment—making sure your words, tone, and actions are consistent with the values you stand for and the role your clients count on you to play.
If your value is respect, then you can show that respect by listening to a client’s political passion without escalating it. If your value is honesty, then you can share how unsettling it is to watch violence or division rise, without declaring yourself on one side of the aisle. If your value is service, then you can emphasize that no matter what happens in the political arena, your clients can count on you to keep showing up for them. If your value is people above all, you can let your clients know you do not get involved in politics because your focus is helping all people.
That’s integrity. It doesn’t require you to become a partisan warrior, nor does it require you to bury your convictions so deep that you feel fake. It requires you to handle sensitive conversations with care, with humility, and with a clear eye toward the long-term health of your business.
When the conversation takes a sharp turn into politics, you don’t always need to shut it down cold. Sometimes, offering just enough acknowledgment before redirecting can diffuse the tension without making you look evasive or disinterested. There are a handful of ways to do this, depending on your personality and your relationship with the client.
One option is to keep it human but brief. If a client vents about a political tragedy, you can simply say, “It’s awful to see people get hurt over politics. I hate what it’s doing to us.” That small expression of empathy shows you’re not ignoring reality, but you’re also not fanning the flames.
Another path is to emphasize shared values instead of political sides. A comment like, “I think we’d all agree no one should have to fear for their safety just for speaking their mind,” connects with universal principles and takes the heat out of the ideological debate.
A third approach is to acknowledge the passion without diving in yourself. Something as simple as, “I can tell this really matters to you,” validates the other person while leaving space for you to steer the conversation back toward the business at hand.
Humor—used carefully—can also work as a pressure valve. A line like, “You know what I’d vote for right now? Lower premiums for everybody,” lightens the moment, gives a wink to the tension, and transitions you back to your professional lane.
Finally, there’s the simple but powerful pivot. You can nod to what they’ve said and redirect with, “Yeah, it’s been a wild week in the news. Speaking of big changes, let’s take a look at your policy renewal so you don’t have to worry about surprises there.” The client gets heard, you stay professional, and the focus shifts back where it belongs.
What you say in the heat of the moment rarely stays in the room. Clients talk. They post. They share. If you lash out in frustration, if you let an off-hand comment slip, if you make light of something others find devastating, it can ripple outward in ways you can’t control. And once it’s out there, it’s out there. Hell a lot of us post our thoughts on social media where it is literally now permanent, even if "deleted"
This is why tragedies like the Kirk assassination, or any politically charged headline, should serve as a reminder: every word counts. A measured, compassionate response is far more powerful—and safer—than an emotional one. Silence, too, can sometimes be the wisest move, but even silence can be interpreted. Which is why, if you choose to say nothing publicly, you should still know what you would say privately if asked. Being caught off guard leads to fumbling. Having a plan keeps you steady.
Your book of business is made up of people who span the political spectrum. Some of them will be hurting after events like the Kirk tragedy. Some will be angry. Some will be ready to argue. And some may not care at all or as we have seen even sadly take joy in it. Your job isn’t to win debates with them. Your job is to be a consistent presence they can rely on regardless of where the headlines take us.
That doesn’t mean you check your humanity at the door. You can express sorrow. You can express hope for peace. You can condemn violence without picking a partisan side. You can listen without having to agree. And you can remind your clients—directly or subtly—that what unites you is the trust they’ve placed in you, not the candidate they support or the policy they cheer or oppose.
A simple "that entire situation is so uncomfortable and so many facts are still unknown that I choose not to talk about it" diffuses just about anything.
There will always be another headline. Another tragedy. Another moment that divides the country down the middle. You cannot control when those moments happen, or how your clients will feel about them. But you can control how you respond.
With events like the Charlie Kirk assassination serving as a reminder, the goal isn’t to retreat into silence forever, nor is it to jump into every political firestorm with both feet. The goal is to develop the kind of presence—calm, empathetic, professional—that allows you to honor the seriousness of the moment while protecting your integrity and your livelihood.
At the end of the day, your business doesn’t grow because people agree with your politics. It grows because people trust you. And trust is built not in the easy conversations, but in how we navigate the hard ones.