The Tango Embrace That Transformed My Business Strategy
- Brainz Magazine
- May 6
- 10 min read
Beth Jordan, a woman of adventure and optimism. A businesswoman with over 25 years of experience in the fashion industry, working out of China and India, she is passionate about ensuring all parties involved in her business are treated with honour and integrity. She is now taking her business experience to assist others through coaching, mentoring, and advising, and is equally passionate about helping others achieve their dreams and ambitions.
What if business was not about market analysis, competitive positioning, and financial forecasting? What if it was about something deeper – something felt rather than calculated? In tango, the embrace is not just a physical connection. It is an energetic exchange, a silent dialogue of intention and response. This connection transcends mere movement; it becomes an intuitive force, where both dancers communicate beyond words. It has a universal language that tango dancers dance the world over.
El Abrazo
For anyone who knows me, they will know that I have a passion for Argentine Tango that borders on obsession. I hear the opening strains of Pugliese and I am away dancing on a cloud with the most wonderful man in the world. The man who understands how to connect with me, lead me, guide me, embrace with me, and make me feel part of the wonderful experience of this tango dance.
He can be any man, any nationality, any age, any height. It does not matter because he understands what the tango embrace means and instantly builds a relationship with me which is special for those fifteen minutes of sublime connection.
Those fifteen minutes could be the equivalent to a lifetime connection. A connection that transcends time and space.
My obsession with tango began about 13 years ago, when I was at a crossroads in my business life. I needed a new passion, a new way of reconnecting with my old entrepreneurial self that had found itself on a slipstream. I had already been in business for about 20 years and had begun to doubt my desire to continue, becoming disenchanted with the world of trade in an unstable economy, fighting battles on all fronts, business relationships like a ‘push-me-pull-me’ Dr. Doolittle analogy. Customer relationships were changing and shifting in line with the instability of the marketplace I worked in.
You may find this hard to believe but as I learnt more about this special dance, the music which was written for the dance not the other way around, the people I connected with, those partners I could trust and feel an ‘instant connection’, learning a new art, a new skill, I sensed a shift in myself. A new confidence began to arise, a new happiness and longing to do, be, a different, better person. These new feelings began to bring me back to a new life perspective. I began to understand what I needed to do to re-love my business. The wellspring that had nurtured me for a long time and given me the tools and skills to lead, negotiate, collaborate with people all around the world, to support and care for my family.
I would often go to a milonga (a tango dance) and sit and watch the dancers negotiating the dance floor, their behaviour, courtesy, their posture, and their interactions as they danced. Many had never met, this was the first time to dance together, to trust that they would have a meaningful connection and experience, that would lead them to feel better about themselves, be better partners at other milongas, share their knowledge and love of the dance and walk away having gained new insights. I know a couple of my friends had deep spiritual connections when dancing this dance, as I too had on occasions.
I am lucky enough now to have a dance partner, which helps me to understand the nuances required while on a crowded dance floor and the challenges he faces in leading.
He says, ‘Beth, you are a good dancer, but there are times when leading is a real challenge.’ So, I listen, then ask him to tell me a little more about his challenges.
‘Leading involves so many kaleidoscopic activities in one given move of the dance. I must have floor craft awareness, in which direction I am leading, which is usually anticlockwise. I must be conscious of ensuring that I lead you in a way that you can follow me and not anticipate but connect with me in my dance steps. I must be creative without being too flamboyant, give you space to decorate the dance and show your own abilities. Embrace you in a way that allows you your own freedom to excel.’
Here I interrupt him and point out that as the follower, I too have a responsibility to be aware of him as my partner and follow him in such a way that allows him to do what he needs to do, to ensure we both have a great experience. I also remind him of what a considerate and gracious leader he is and tell him a quick anecdote of one of my terrible experiences at a milonga with an enthusiastic partner.
On this occasion, I danced with a man who liked to show me all the moves he could make and was blind to all around him, steering me into another couple where I had that other follower’s spiked heel rip down my shins, feeling the warmth of my blood oozing down my leg. My leader was oblivious to the pain I was in until the music stopped. I was annoyed and offended but remembered the tango ethic and thanked him, walking away halfway through the dance.
And while we chatted about dancing Argentine tango, its spiritual connections, its life nuances, its embrace, the relationships one develops with total strangers, who become friends, a new vista unfolded on how I could use this dance to develop a better relationship with my own business and share some of the insights I have gained from dancing this dance, to running a business.
The Tango embrace
In tango, the embrace is not just a physical connection. It is an energetic exchange, a silent dialogue of intention and response. This connection transcends mere movement; it becomes an intuitive force, where both dancers communicate beyond words. It has a universal language that tango dancers dance the world over.
So, what if business was not about market analysis, competitive positioning, and financial forecasting? What if it was about something deeper – something felt rather than calculated?
Let me invite you onto the dance floor to dance my passion, Argentine tango, and discover how this dance can share its secrets with us and discover how the tango embrace holds the secret to business success. How can it assist us to realign when those tipping point moments arise?
Argentine tango – a dance of connection, energy, and fluid strategy. At its core, tango is not simply a sequence of steps; it is an intricate negotiation between two people who move as one. The dance thrives on trust, adaptability, and presence, all of which mirror the very essence of leadership, collaboration, and negotiation in business.
So let me share five tips from tango that now truly help me in my business
1. The business embrace: holding the space for trust and strategy
In Argentine tango, the embrace – El abrazo – is both physical and spiritual – it is an agreement, a sacred contract between partners. Without trust and connection, the dance falls apart. This is exactly how business relationships function: a handshake, an unspoken understanding, a mutual commitment to move toward shared success.
When a business fails to establish this kind of strategic embrace – whether with employees, partners, or clients – it often struggles with fractured communication, misaligned goals, and reactive rather than considered planning.
So, what makes a strong business embrace?
Alignment of vision and values – this is a topic I often discuss with my clients. Both dancers must move toward a shared goal, just as business partners must align on a strategic vision.
Responsiveness without hesitation – A tango leader does not force movement; they suggest it, allowing space for the follower to respond intuitively. Likewise, a business strategy must adjust fluidly in response to market shifts and consumer needs.
Trust in the uncertainty – Tango is improvisational, meaning dancers must trust in the unknown. In business, risk-taking and agility are key drivers of innovation.
2. Leadership: The fine balance between leading and following
There have been occasions when, from the first opening bars of the music, I was able to gauge the type of dancer my partner would be. His holding of me in his arms spoke more than words could do. Whether he held me too close, too tight, so I could not breathe, too far apart, just waiting for the music to stop, or so limply that I wondered why he asked me to dance, or was he afraid of me or something else?
Argentine tango teaches us a powerful leadership principle: leading is not about control – it is about invitation. It has structure and form, alignment and connectivity, an unspoken language between two people, strangers who can dance this anywhere in the world, without saying a word to each other. The good dancers know how to lead, how to follow, how to be fluid and resonant. It has a universal language as does business.
In business, strong leadership involves guiding with clarity while allowing space for contribution. A great leader, like a skilled tango dancer, does not simply pull their team forward; they provide direction and structure while allowing room for adaptability.
Leadership lessons from tango – a good leader
Lead with confidence, not force: A tango leader offers clear cues but never dictates. Great business leaders set strong visions while remaining open to feedback.
Create psychological safety: In tango, a tense embrace leads to awkward movement. In business, a culture of openness encourages innovation, productivity, and team cohesion.
Trust and presence matter: A tango leader must be fully present, reading their partner’s smallest shifts. A business leader must actively listen, sensing team morale, market trends, and the emotional pulse of the company.
A truly strategic leader understands the delicate push-pull of direction and freedom knowing when to step forward and when to let others shine.
Assess your leadership approach. Are you guiding with confidence, or controlling out of fear? Take a moment to reflect on how you lead your team. Do you create space for innovation and trust, or are you micromanaging? If you are unsure, start small – delegate a task, trust your team’s expertise, and encourage open dialogue. Leadership is about guiding, not restricting their contributions. Confidence inspires action—force creates resistance.
3. The subtle dance of power and adaptability
Tango is not just a dance; it is a continuous negotiation of movement and response. Each moment is a silent conversation – an offer, a reaction, an adjustment. Business negotiations are much the same, requiring a mix of persuasion, awareness, and agility.
The Tango approach to negotiation
Listening beyond words: In tango, a mere shift in weight signals intent. In business, body language, tone, and pauses reveal more than spoken words.
Creating win-win scenarios: The best tango dancers do not overpower – they collaborate. Likewise, successful negotiators seek mutual benefit, rather than rigid demands.
Reading energy & timing: Specific moments call for assertiveness, others for patience. In negotiation, sensing when to push and when to hold back is a vital skill.
Tango leaders adjust their steps based on their partner’s movements, a strategic negotiator reads the room, adapts to signals, and moves fluidly toward resolution.
Next time you are negotiating, practice fluid adaptability. Before your next business deal or partnership conversation, prepare by tuning into the energy, timing, and signals from the other side. Instead of pushing for immediate agreement, focus on co-creating a solution where both sides benefit. Need help refining your negotiation approach? Seek feedback, role-play scenarios, or explore proven negotiation frameworks.
4. Collaboration: Moving harmony toward a shared goal
A breathtaking tango performance is not about individual brilliance – it is about shared harmony. In business, collaboration works the same way. Whether within a team, across departments, or in partnerships, success relies on trust, cooperation, and the ability to adjust in real time.
Building a Tango-inspired business culture
Trust comes first: In tango, there is no movement without trust. Businesses that prioritize psychological safety create an environment where employees thrive.
Fluid, not fixed roles: A great tango partnership blurs the lines between leader and follower. In business, the best collaborations empower individuals to step up when needed and support others when necessary.
Rhythmic adjustments: No two tango dances are identical – each step depends on moment-to-moment responsiveness. Business teams must foster adaptability, responding to shifts with agility instead of resisting change.
Collaboration, like tango, is a shared experience where movement flows effortlessly toward success.
5. The strategic Tango mindset
Tango’s embrace holds the secret to business success—not just in leadership, negotiation, and collaboration, but in strategy itself.
The Tango principles of business strategy
Be adaptive, not rigid – Business strategies should function like tango steps—structured yet flexible enough to respond to change.
Embrace pauses – Tango dancers do not rush; they listen to the rhythm before stepping forward. Businesses must allow time for reflection before making strategic decisions.
Lead the market but stay responsive – Just as a tango leader adjusts based on their partner’s movement, businesses must lead innovation while responding to consumer behaviour.
Balance structure & flow – The best tango performances mix technical precision with natural fluidity. Business strategies should blend data-driven insights with creative intuition.
Apply the Tango Strategy to your business. Whether you are leading, negotiating, or collaborating, success comes from trust, adaptability, and strategic movement. Start by aligning your vision, mission, and strategy – ensure they flow together seamlessly like a great tango performance. If you are ready to refine how your business moves, reach out for mentoring, join a mastermind group, or engage in a leadership workshop.
Final thoughts: Business as a dance
Argentine tango is more than movement – it is a philosophy of connection, adaptability, and trust. Whether leading a company, negotiating deals, or fostering team collaboration, the principles of tango provide a powerful framework for business success.
So, the next time you approach a leadership challenge, a negotiation, or a strategic shift, think of tango. Think of the embrace, the fluid movement, and the silent understanding. The best business strategies do not just follow steps; they respond to the rhythm of change.
And just like in tango, the businesses that thrive are those willing to move with both confidence and grace. – It takes two to tango.
I hope this article will inspire you to find a local class and learn Argentine tango. It is danced in every city, town, and village hall across the world.
Start your journey today
If this perspective resonated with you, imagine applying it directly to your business. Whether you need leadership guidance, negotiation strategies, or a fresh approach to collaboration, I have seen firsthand how embracing trust, adaptability, and strategic movement can turn uncertainty into opportunity.
Book a free discovery session to assess your current approach to your business and uncover opportunities for growth.
Drop me a message here or let us set up a time to talk. I would love to help. Let us work together to ensure your business not only survives but thrives. Contact me to schedule a meeting here.
Anne Beth Jordan, Coach/ Mentor – You and Your Business
Anne Beth Jordan embarked on her entrepreneurial journey in China during its early days of global reintegration. Her immersive experiences with diverse cultures have deepened her expertise in international trade and relations. Now, she leverages this rich background in her coaching and mentoring business, offering tailored professional development for CEOs and key management, as well as personal and leadership growth for individuals. Her mission – her belief that each person is unique, and so is her approach to every client.
