Kobe Cook looks on the bright side of life during harsh economic times

“Everywhere you look, you see what?” asked famed local entrepreneur Sunny Kobe Cook.

The question was almost rhetorical, but Cook answered her own query anyway.

“What you see is bad news,” she said.

Cook’s obvious presence and well-developed style on full display, the businesswoman turned consultant, author and speaker, was doing her best to motivate the latest gathering of the Greater Bothell Chamber of Commerce March 11 in Country Village’s Courtyard Hall.

The state of the economy was, of course, the bad news under discussion.

“But I’m here to tell you, this is a great time to be in business,” Cook insisted with a straight face. She then admitted she might sound like a lunatic to some.

Then again, some might well feel there are valid reasons to listen to what Cook has to say. She undoubtedly is best known for launching — with $5,000 — what is now a staple among local retailers, Sleep Country USA.

After growing the mattress outlet to 28 stores with annual sales of over $50 million, Cook sold the company and retired at age 42.

Besides making her well known and presumably well off financially, Cook’s efforts have earned her the title of “Mattress Queen.” Flashing a bit of the humor she readily has on hand, she quipped that is not a nickname a lady necessarily wants to have.

Getting a bit more serious once more, Cook described the current economic turmoil as analogous to a forest fire, one that no doubt creates some harm in the short term, but gets rid of old trees and deadwood, ultimately leaving the forest healthier than it was.

“It pushes a lot of marginal players off the field,” Cook said of monetary troubles. If you are one of those who is pushed out of the game, the situation is grim, she admitted. But she also argued the overall business community comes out leaner and stronger in the end.

Cook had several pointers for business owners struggling to stay on the active roster.

“You have to advertise,” she said firstly. “This is not optional.”

Cook added that advertising could include everything from spots in local newspapers to banners in front of a store.

“You cannot afford to be invisible in this market,” she said, adding that if former competitors drop off, companies should be ready to fill any voids created. “This is when you grow market share,” Cook said.

Cutting expenses was another Cook suggestion and she drew a few raised eyebrows when she floated the idea of slicing spending in half. She quickly allowed that goal really isn’t practical in a lot of cases, but added if a company can save even 10 percent of its expenses, it still comes out ahead.

Yet another recommendation was not to allow customer service to suffer, even if employee cuts prove necessary. Cook said consumers are opening their wallets with care and expect a good return and some attention if they are going to be coaxed into leaving some of their money in your place of business.

Cook drew a lot of laughs, flashing candy bars she said could be used to recognize worthy employees. But she added recognition, not necessarily money, is the No. 1 thing employees crave. Cook also said now is the time to cut problem employees, that businesses have plenty of talent to choose from in filling empty positions.

In the end, as long as businesses slim down and stay visible, Cook seemed to think most will survive and come out the other end of the present problems better and stronger.

“When the tide comes in,” she said, “it’s going to be sweet.”