Anything You Want is a book that reminds, inspires, and pokes me into building my utopia.

The same feeling I get when I watch Mr. Magorium’s Magic Emporium Film. Anything is possible. 

What’s your compass? 

What makes you happy?

Develop a personal philosophy of what makes you happy and what’s worth doing.

Follow your own path. Don’t be on your deathbed with regret that you pursued little distractions, not big dreams.

Examples of distractions include: 

Money. Begin with costs as low as you can get them and keep it that way. Often we don’t pursue our dreams to their rightful conclusion because we failed to prepare to push through The Dip.

Stuff. Owning things won’t make you happy. Have enough. 

New ideas/products/invitations etc: Avoid distractions. Learn to say HELL Yes or NO. 

Keep sufficient room in your life for the HELL YES moments and do not fill your life with mediocrity by failing to say NO.

Customers: Learn to exclude. In fact, practise the art of exclusion prior to starting a business. The art of kind and thoughtful exclusion requires practise. Inclusion involves everybody and that is unlikely to make you happy. 

Once you are clear on who you want to serve. Begin by using Pareto 80:20 principle. You can always adapt accordingly. Keep most of your customers happy, most of the time. In this case, 80% of the time. For the other 20% who are no longer your customers. Be kind and say goodbye. 

Design your life accordingly. Before any thoughts on setting up a business. 

Slow down. Get clear on what makes you happy. Write leadership directives and then begin to design your business. Not before. If you are in a hurry you are not ready. Slow down 

Business design: It is important you understand the different business models available and how they can apply to what makes you happy. 

Be clear on this before moving forward. 

The future belongs to those who believe in the beauty of their dreams

Business is not about money it’s about making dreams come true for your customers and you. When you make a company you make great ways to improve the world and yourself. Make it your utopia in which you get to create and design your perfect world.

Focus on what would improve the service you offer. Everything focussed on how you can help. From spending money to hiring staff and putting in systems. Will it make your customers and you happy? 

Money allows you to continue to improve your service, have fun and make people happy. 

Gain acceptance that you already have enough. This avoids the mistake of spending money in search of happiness.  

Anti growth: opposite of ambition

Think in a way that is opposite to ambitious.

Utopian view from the customer’s view 

In a perfect world, my ideal customer would want/ I want (if you are the first customer)

Write out the key points that your business will focus on. Four is probably enough

For example as a personal trainer. My ideal client may want me to check up on their progress, offering a FREE session if no progress has been made to understand why. 

The upside of FREE: You may uncover a new service or a new way of working. Besides, your client is now happy and that is the sole purpose of your business. You both win. 

Why making yourself your first customer is a smart move  

If you accept that business is not about money it’s about making dreams come true for your customers and you. Then when you make it a dream come true for yourself you will be making a dream come true for someone else too. Be your first customer 

Finding customers then becomes easy as you begin to pay attention to what you want in your utopia and therefore what would help those who share your dream

For example, Derek talks about the struggle of independent musicians, of which he was one, to sell their music. Turns out friends and others felt the same way, CD baby was born.

Finding customers

Ask. How can I help you now? 

Word of mouth will take care of the rest of it

Existing customers

All customers want your focus on them

Do what you are good at

Persistently improving and inventing not persistently promoting what isn’t working 

Do only what makes you happy. No distractions

There are no rules to determine what function you should serve in your business. Do only what makes you happy. 

Checking questions: Is the work you are doing going to make your customers happy?

Will it make you happy? If not, are you hiding? 

What hiding looks like

One way to hide involves you working on a project that neither the staff or your customers understand or care about?

But, it makes me happy!

Sure, fire yourself as you are no longer useful and continue if it makes you happy.  

Other forms of hiding include writing business or expansion plans. Unless your customers want you to expand. Don’t. 

Two common misconceptions when starting a business

Grand plans; A business plan will not survive the first contact with a customer and is therefore pointless as you have no real idea what people truly want until you get started. 

Remember that the whole point of your business is to make your customers and you happy. This needs thinking about. As does the design of your business. Not cash flow, SWOT or any other type of fortune-telling system. 

Funding; You don’t need money to begin helping people 

Don’t push water uphill unless you have a pump

If your idea is not a hit, switch. 

We all have lots of ideas, nobody wants to see you chasing one bad idea after another

Yes, a hit record is a hit record and makes your life easier. But what if your hit records don’t make you happy? What if making a hit record was not your dream?

Demand appears to take care of itself 

Instead, think about making progress, however slow towards your big dream. It makes you happy and your customers are happy. Isn’t that enough?

Maybe until your idea hits the downhill slope, you have a hobby that makes you happy. Remember to persistently improve and invent, not persistently promote what isn’t working. Look for progress, however slow. That might be enough for you.

There is always more than one way

One business plan is one way to do it. Try multiple ways to do the same thing

We see the world through our own narratives. Create scenarios that make you see the world, your problem, your business, through a different lens

Asking those who are already in the position that you covet will allow you to see if it is actually where you want to be

Make yourself unnecessary to your business

Do not put your business into survival mode; a business that fails to solve the problem in order to continue resolving the problem. Even if this makes your business purpose redundant. Make yourself replaceable. 

Again this can appear like confusing advice. Designing a business to create a dream lifestyle flies in the face of the advice provided this far. Yet designing a business that is so efficient that it no longer requires you is a different outcome. You serve your clients so effectively that you have made yourself redundant. 

Also, consider that in time both your dream and your outlook on life may change. Maybe the market has changed or the needs of your customers. All of which may challenge your role. 

The key question is this. Are you helping? If not, why not. 

Maybe you are hiding from doing the work that your staff and your customers notice and appreciate. Instead, you are working on plans that have little or no impact on them.

Communication takes  and feedback 

Be clear when communicating. What change do you seek?

Miscommunication is expensive. Time wasted dealing with your communication mishap. Silence if the message is not heard or understood. Most of all. The change you seek has not happened. Feedback loops are critical to learning. 

Little things make all the difference

Tiny details. Care and attention. All show that this is your utopia. Your chance to create something that you love. Others may love it too.

Focus on one thing until successful 

Delegate but verify before you move on. For as long as it takes. Build-in regular reviews

If you can’t allocate the time. Wait until you can give it your full attention. Currently, it can’t be that important. 

A word on business design

Execution is more important than an idea. Execution gives you scale and is therefore the multiplier of the idea. Great idea, poor execution. Low value both for customer and company.

Poor idea, great execution. An exciting prospect if you can persist with making it better. Provided you have the resources and the patience to do the work. 

Set up your business like you don’t need the money

This appears counterintuitive. Design your life so that your business is not designed to prop up your lifestyle. Only to make you and your customers happy. If you need additional money. Create your business as a hobby or review your lifestyle design prior to thinking about starting a business.

People will sense that your business is a money-making machine and be turned off. Needy is creepy. If your business idea is good, if it resonates with people, you will make money. 

If making money is the purpose of your business. Ignore the notes. It will be poor advice for you.