The goal is not to win but to Meaning Factcheck Usage

Context

Sinek introduces this in the context of modern leadership failures. He argues that so many companies fail because their leaders are playing a finite game—obsessed with quarterly earnings and beating competitors—within an infinite landscape. This mismatch is what causes unethical behavior, burnout, and ultimately, collapse. The book is a blueprint for shifting that mindset.

Usage Examples

I use this all the time. Seriously.

With founders, I tell them: Stop asking “How do we win against X competitor?” and start asking “What’s our Just Cause that will keep us in the game long after that competitor is irrelevant?”

With managers, it’s about performance reviews. It’s not just “Did you hit your number?” It’s “How have you grown? How are you strengthening the team for the long run? Are you building trust?” That’s playing the infinite game.

Even in my own career, I think this way. I don’t see a “win” as a promotion. I see it as acquiring a new skill or building a relationship that makes me more resilient and valuable for the entire journey.

To whom it appeals?

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FAQ

Question: If there’s no “winning,” where’s the motivation?

Answer: Ah, that’s the key! The motivation shifts from an external trophy (winning) to an internal drive to advance a cause you believe in. The fulfillment comes from the progress itself, from knowing you’re building something that matters and can last.

Question: Doesn’t this discourage competition and ambition?

Answer: Not at all. It just redefines them. You’re still ambitious! But instead of wanting to “beat” everyone, your ambition is to out-innovate, out-build, and out-last. You compete to become a better version of yourself, not to destroy someone else.

Question: How do you measure success in an infinite game?

Answer: You measure leading indicators of resilience, not just lagging indicators of profit. Is your team’s trust growing? Is your innovation pipeline healthy? Is your brand reputation strong? Are you adapting to market changes? That’s your scoreboard.