Norton's chief executive says he is well-prepared for a disorderly departure from the European Union and insists Mr Johnson is right to threaten a no deal exit.
"It's inevitable that there might be some short term fall out, but what we have to stop and think is 'the majority of Britain wanted to go this way'," Stuart Garner told ITV News Business Editor Joel Hills.
He added: "If you're going to bluff, you have to be prepared to go through with it."
The Bank of England claims around 90% of British businesses have already made some sort of no deal preparations however many say no amount of planning will mitigate the potential drop in profits.
The new chancellor, Sajid Javid, is expected to announce on Thursday more than £1 billion to turbo-charge no deal preparations but many businesses are still preparing to lay off staff.
One car part manufacturer in Loughborough says it is doing what it can but claims throwing money at the problem will not solve it.
"I don't think it's really possible to prepare for no deal," Greg McDonald, the chief executive of Goodfish Group told ITV News.
"The idea that £100 million of marketing is somehow going to resolve something or that £300 million splashed here or billions there, it's just not how you resolve a problem of shooting yourselves in the foot."
But that is what the government appears to be doing: Turbo-charging preparations for no deal by spending cash, with the hope of pushing the EU into agreeing a deal.