Startup Wisdom: What ‘Anything You Want’ Teaches About Business Growth

In the world of entrepreneurship and business literature, few books offer as refreshing and unconventional a perspective as Derek Sivers’ “Anything You Want.” This concise yet powerful book distils Sivers’ experience of building, growing, and eventually selling CD Baby, an online music store that became the largest seller of independent music on the web. Through his journey, Sivers imparts invaluable lessons on business growth, customer service, and maintaining a healthy perspective on success.

This comprehensive review will delve into the key teachings of “Anything You Want,” exploring how its wisdom can be applied to foster business growth and entrepreneurial success in today’s competitive market. We’ll examine Sivers’ unconventional approaches, his emphasis on customer-centric business models, and his refreshing take on what it means to build a successful company.

The Genesis of ‘Anything You Want’

Before we dive into the lessons, it’s crucial to understand the context in which this book was born. Derek Sivers founded CD Baby in 1998 as a solution to his own problem: selling his music online. What started as a side project to help fellow independent musicians quickly grew into a multimillion-dollar company.

Sivers ran CD Baby for ten years before selling it for $22 million in 2008. The entire proceeds from the sale went to a charitable trust for music education. This background is essential because it frames the advice in “Anything You Want” not as theoretical concepts but as battle-tested strategies from someone who has been in the trenches of building and scaling a business.

Core Principles of ‘Anything You Want’

At its heart, “Anything You Want” advocates for a business philosophy that prioritises personal fulfilment, customer satisfaction, and sustainable growth over rapid scaling and profit maximisation at all costs. Let’s explore the core principles that form the foundation of Sivers’ business wisdom:

1. Start with what you have.

Sivers emphasises the importance of starting with the resources at your disposal. This principle aligns closely with the lean startup methodology, which has gained significant traction in recent years. The key takeaway is that entrepreneurs shouldn’t wait for perfect conditions or extensive funding to start their ventures.

In the book, Sivers recounts how he started CD Baby with just $500 and a basic understanding of web development. He encourages entrepreneurs to leverage their existing skills, networks, and resources to get their businesses off the ground.

2. Focus on solving real problems.

One of the most crucial lessons from “Anything You Want” is the importance of building a business that solves genuine problems. Sivers stumbled upon CD Baby’s business model because he was trying to solve his own problems as an independent musician. This approach naturally led to a product that resonated with his target market.

For entrepreneurs, this means spending time understanding your potential customers’ pain points and developing solutions that address these issues effectively. It’s about creating value, not just chasing profit.

3. Prioritise customer happiness.

Throughout the book, Sivers emphasises the paramount importance of customer satisfaction. He argues that by focusing intensely on making customers happy, businesses can create loyal advocates who will drive growth through word-of-mouth marketing.

Sivers shares numerous anecdotes about going above and beyond for CD Baby’s customers, including personally calling customers to resolve issues and implementing unique touches like including a rubber duck with every order.

4. Keep it simple.

“Anything You Want” advocates for simplicity in business operations. Sivers argues that many entrepreneurs overcomplicate their businesses, leading to unnecessary stress and reduced efficiency. He encourages readers to streamline their processes and focus on what truly matters.

This principle extends to decision-making as well. Sivers suggests using simple criteria for making choices: Will this make our customers happier? Will this make the company more efficient?

5. Maintain your sense of purpose.

A recurring theme in the book is the importance of staying true to your original purpose. Sivers warns against getting caught up in the pursuit of growth for growth’s sake, arguing that it can lead entrepreneurs away from what made their businesses special in the first place.

He encourages readers to regularly reflect on their goals and ensure that their business activities align with their core values and objectives.

Practical Lessons for Business Growth

Now that we’ve explored the core principles, let’s delve into some practical lessons from “Anything You Want” that can directly contribute to business growth:

1. Embrace constraints.

Sivers argues that constraints can be a powerful force for creativity and innovation. When CD Baby was growing rapidly, he chose to limit the company’s physical space rather than moving to a larger office. This decision forced the team to come up with creative solutions to increase efficiency.

For entrepreneurs, this means viewing limitations—whether they’re financial, temporal, or resource-based—as opportunities for innovation rather than obstacles to success.

2. Focus on your niche.

“Anything You Want” emphasises the power of specialization. CD Baby found success by focusing exclusively on independent musicians, a niche that was underserved by major music retailers at the time.

Sivers encourages entrepreneurs to resist the temptation to broaden their focus too quickly. By becoming the go-to solution for a specific problem or market segment, businesses can build a strong reputation and a loyal customer base.

3. Delegate and automate

As CD Baby grew, Sivers learned the importance of delegation and automation. He shares how he initially tried to do everything himself but eventually realised that this approach was limiting the company’s growth.

The book offers practical advice on identifying tasks that can be delegated or automated, freeing up the entrepreneur’s time to focus on high-level strategy and innovation.

4. Prioritise profitability over growth.

Contrary to the common startup wisdom of prioritising growth over profitability, Sivers advocates for a focus on profitability from day one. He argues that a profitable business, even if small, gives entrepreneurs more control and flexibility.

This approach allows businesses to grow sustainably without relying on external funding, which can often lead to pressure to compromise on the company’s vision or values.

5. Create systems and procedures.

One of the key factors in CD Baby’s success was Sivers’ focus on creating clear systems and procedures. He shares how documenting processes allowed the company to scale efficiently and maintain consistency in customer service.

For entrepreneurs looking to grow their businesses, this means investing time in creating clear, replicable processes that can be easily taught to new team members.

6. Listen to your customers.

Throughout “Anything You Want,” Sivers emphasises the importance of actively listening to customers. He shares stories of how customer feedback led to significant improvements in CD Baby’s service.

This lesson encourages entrepreneurs to create channels for customer feedback and to be responsive to the needs and suggestions of their user base.

7. Stay small by choice.

Perhaps one of the most unconventional pieces of advice in “Anything You Want” is the idea of staying small by choice. Sivers argues that there’s value in maintaining a business at a size where it can be managed effectively and continue to deliver excellent service.

This doesn’t mean avoiding growth altogether, but rather growing intentionally and only when it aligns with the company’s core mission and values.

8. Embrace mistakes as learning opportunities.

Sivers is refreshingly honest about the mistakes he made while running CD Baby. He encourages entrepreneurs to view failures and setbacks not as disasters but as valuable learning experiences.

This mindset can help businesses remain agile and adaptable, key qualities for sustainable growth in today’s fast-paced business environment.

9. Focus on What Makes You Unique

“Anything You Want” emphasises the importance of identifying and leveraging what makes your business unique. For CD Baby, it was their personal touch and dedication to independent musicians.

Entrepreneurs are encouraged to identify their unique selling proposition and to make it a central part of their brand and marketing efforts.

10. Keep your promises.

Sivers stresses the importance of integrity in business. He shares how CD Baby’s commitment to keeping its promises to artists, such as paying on time and providing transparent accounting, was crucial to building trust and loyalty.

For growing businesses, this means being clear about what you can offer and consistently delivering on those promises.

Applying ‘Anything You Want’ Wisdom to Different Business Stages

The wisdom in “Anything You Want” can be applied at various stages of business growth. Let’s explore how these lessons can be leveraged at different points in a company’s lifecycle:

Startup Phase

During the initial stages of a business, entrepreneurs can benefit from Sivers’ advice to:

1. Start with what you have, leveraging existing skills and resources.
2. Focus intensely on solving a specific problem for a defined audience.
3. Prioritise profitability from day one to maintain independence and flexibility.
4. Keep operations simple and streamlined.
5. Actively seek and respond to customer feedback to refine the product or service.

Growth Phase

As businesses begin to scale, the following lessons become particularly relevant:

1. Create systems and procedures to maintain consistency as the team expands.
2. Delegate and automate to free up time for strategic thinking.
3. Stay true to the company’s core purpose and values.
4. Continue to prioritise customer happiness as a driver of growth.
5. Embrace constraints as opportunities for innovation.

Maturity Phase

For established businesses looking to maintain their success and potentially explore new avenues, Sivers’ wisdom suggests:

1. Regularly reassess whether the business is still aligned with its original purpose.
2. Consider the benefits of staying small and focused versus continued expansion.
3. Look for opportunities to further specialise or double down on what makes the business unique.
4. Maintain a culture of learning from mistakes and continuously improving.
5. Keep the focus on solving customer problems rather than chasing market trends.

Critiques and Limitations of ‘Anything You Want’

While “Anything You Want” offers valuable and often unconventional wisdom, it’s important to consider some potential limitations of Sivers’ approach:

1. Scalability Concerns: Sivers’ emphasis on staying small and maintaining personal touches may not be feasible for businesses aiming for rapid, large-scale growth.
2. Industry Specificity: Some of Sivers’ strategies were particularly effective in the music industry of the late 1990s and early 2000s. Entrepreneurs in different industries or time periods may need to adapt these principles to their specific contexts.
3. Risk Aversion: The book’s focus on profitability and sustainable growth might be seen as too conservative by entrepreneurs in high-risk, high-reward sectors like tech startups.
4. Limited Financial Advice: While Sivers touches on the importance of profitability, the book doesn’t delve deeply into financial strategies for growth.
5. Singular Perspective: The book is based primarily on Sivers’ personal experience with CD Baby. While valuable, this singular perspective may not cover all scenarios entrepreneurs might face.

Despite these potential limitations, the core principles and unconventional wisdom in “Anything You Want” remain highly relevant and valuable for entrepreneurs across various industries and stages of business growth.

Complementary Readings for a Holistic Approach

To gain a more comprehensive understanding of business growth strategies, entrepreneurs might consider pairing “Anything You Want” with other influential business books. Here are a few recommendations:

1. “The Lean Startup” by Eric Ries: This book complements Sivers’ approach to starting with minimal resources and iterating based on customer feedback.
2. “Good to Great” by Jim Collins offers a different perspective on scaling businesses and achieving long-term success.
3. “The E-Myth Revisited” by Michael E. Gerber provides additional insights on creating systems and procedures for business growth.
4. “Start with Why” by Simon Sinek aligns with Sivers’ emphasis on maintaining a strong sense of purpose in business.
5. “Rework” by Jason Fried and David Heinemeier Hansson shares a similar philosophy of questioning conventional business wisdom.

Implementing ‘Anything You Want’ Principles in Your Business

To truly benefit from the wisdom in “Anything You Want,” entrepreneurs need to move beyond reading and into implementation. Here are some practical steps to apply Sivers’ principles to your business:

1. Audit Your Current Operations: Review your business processes and identify areas where you might be overcomplicating things. Look for opportunities to simplify and streamline.
2. Reassess Your Customer Experience: Examine every touchpoint in your customer journey. Are there opportunities to add personal touches or go above and beyond to delight your customers?
3. Refine your unique value. Proposition: Clearly articulate what makes your business special. How can you double down on these unique aspects?
4. Create Feedback Loops: Implement systems to regularly gather and act on customer feedback. This could include surveys, follow-up calls, or user testing sessions.
5. Document your processes: Start creating clear, step-by-step documentation for all key business processes. This will facilitate delegation and scaling.
6. Reflect on Your Purpose: Schedule regular time to reflect on your business’s purpose and ensure your activities align with this mission.
7. Embrace constraints: Instead of fighting against limitations, challenge yourself to innovate within them. How can you turn constraints into competitive advantages?
8. Prioritise Profitability: Review your financial model and look for ways to achieve profitability sooner rather than later.
9. Cultivate a Learning Mindset: Encourage your team to view mistakes as learning opportunities. Implement processes for reviewing and learning from failures.
10. Consider Staying Small: Evaluate whether continued growth aligns with your vision for the business. Don’t be afraid to stay small if it allows you to better serve your customers and maintain quality.

Conclusion: The Enduring Relevance of ‘Anything You Want’

In a business world often dominated by growth-at-all-costs mentalities and complex strategies, “Anything You Want” offers a refreshing alternative. Derek Sivers’ approach emphasises simplicity, customer focus, and staying true to one’s purpose—principles that remain highly relevant in today’s fast-paced business environment.

The book’s lessons on starting with available resources, solving real problems, prioritising customer happiness, and maintaining a sense of purpose provide a valuable framework for entrepreneurs at all stages of their journey. While the specifics of building and growing a business may change with time and technology, these fundamental principles remain constant.

“Anything You Want” reminds us that business success isn’t just about financial metrics or rapid scaling. It’s about creating value, solving problems, and building something that aligns with your personal values and vision. It encourages entrepreneurs to question conventional wisdom and forge their own paths.

As you apply these lessons to your own business journey, remember that the ultimate goal isn’t to replicate Sivers’ specific strategies but to embody the spirit of intentional, customer-focused entrepreneurship that “Anything You Want” advocates.

In a world where business advice often comes in the form of complex formulas and rigid methodologies, Sivers’ simple yet profound wisdom stands out. It reminds us that, at its core, business is about people—the entrepreneurs who start companies, the teams who build them, and the customers they serve.

By embracing the principles outlined in “Anything You Want,” entrepreneurs can build businesses that not only grow and prosper but also bring personal fulfilment and make a positive impact on the world. And in doing so, they might just find that they can have “anything they want” in their entrepreneurial journey.