The worse it gets, the flatter your voice goes.
Everything is on fire and you're asking clarifying questions in a completely normal voice.
The calm reads as not caring. You're just not going to be more useful by panicking.
When something breaks, people look at you and stop panicking.
Nobody escalates to you until it's already bad, because you always seem fine.
… there are incidents, launches, deadlines, negotiations — real stakes.