Stories from ancient mythology tell about the phoenix, an immortal bird that rose again and again and again from the ashes of its predecessor. Today, the phoenix has become a symbol of people, organizations or businesses that have faced huge odds, survived and even thrived. This is exactly the case with the Costco members featured in this issue’s cover story.
We posted a notice in a past issue asking members to contact us with their small-business phoenix stories. Our Connection email inbox filled up with stories of struggles, perseverance and ultimately survival, mostly related to the pandemic. The companies varied in nature, from athletic facilities to restaurants, from web design groups to hairstylists. Their phoenix stories shared common themes: hurried adjustments, pivoting and pinching, going to Plan B, thinking outside the box and doing whatever they could to somehow keep the lights on. There’s no manual for this.
But the strongest message was that they just weren’t going to let their small-business dreams die, period. Everybody had invested so much entrepreneurial energy in growing an idea from a seed, making it through growing pains and ultimately becoming a successful business—no easy task in any era. Another common point: Not only did they not want their own personal dreams to fail, but they also didn’t want to let down their teams.
We tip our hats to these businesses, which are the lifeblood of our economy for creating jobs, goods and more. We hope future highs make past struggles worthwhile.
- Read about Costco members who have completed amazing home improvement projects with our services and products.
The Costco Connection is published by Costco Wholesale. All editorial material, including editorial comments, opinion and statements of fact appearing in this publication, represents the views of the respective authors and does not necessarily carry the endorsement of Costco Wholesale or its officers. Information in the Costco Connection is gathered from sources considered to be reliable, but the accuracy of all information cannot be guaranteed. The publication of any advertisements is not to be construed as an endorsement of the product or service offered unless it is specifically stated in the ad that there is such approval or endorsement. Products advertised may not be available at all locations at the time of publication. Publishing offices are located at 999 Lake Drive, Issaquah, WA 98027. Copyright © 2022 Costco Wholesale.
