Book Review: “The Infinite Game” by Simon Sinek

I’ve been following Simon Sinek for years — his books, TED Talks, and insights have influenced much of how I think about leadership and long-term growth. In fact, his ideas about purpose and people were a big part of what gave me the courage to launch Rugged Revenue Solutions in the first place.

So when The Infinite Game came out, I jumped in with high expectations. And while it didn’t completely blow me away like Start with Why or Leaders Eat Last, it still hits on something every business owner needs to hear: we’re not competing in a game that ends.

The Big Idea

Sinek’s central argument is simple but profound: there are two types of games — finite and infinite.

Finite games (like football or chess) have known players, fixed rules, and clear winners. Infinite games (like business, education, or relationships) have no fixed rules or endpoint. The goal isn’t to “win” — it’s to keep playing and to play with purpose.

In business terms, that means focusing less on short-term victories — quarterly profits, quick sales spikes, or one-off marketing wins — and more on building a company that’s resilient enough to outlast market shifts, staff turnover, or economic storms.

That philosophy hits home for me. At Rugged Revenue Solutions, I meet plenty of business owners who feel stuck chasing next week’s sales goal, reacting to every new competitor or trend. But as Sinek points out, real progress happens when you stop trying to beat someone else and start trying to better yourself.

Where It Connects — and Where It Misses

I’ll be honest: The Infinite Game didn’t keep me as engaged as Sinek’s earlier books. Some sections revisit familiar territory — like vision, trust, and culture — without adding much that feels new. The book could have been tighter and still delivered its message with the same punch.

But that doesn’t mean it’s not valuable. The “infinite mindset” concept is powerful, especially for small-business owners. Too often, we adopt a finite mindset without realizing it — chasing growth for growth’s sake, trying to “win” the season instead of designing systems that endure.

Sinek’s call to play the long game resonates deeply with the kind of work I do every day. Revenue strategy isn’t about squeezing one more percent out of this quarter — it’s about building models that can thrive under pressure. That’s what rugged growth is about.

The Rugged Takeaway

Here’s my takeaway for small-business leaders:

If your goals have an end date, your strategy probably does too.

Start thinking in cycles, not sprints. Ask questions like:

• “What systems am I building that will still work five years from now?”

• “Am I measuring success by stability, not just sales?”

• “Would my customers still trust me if my prices went up tomorrow?”

  
  

It’s not glamorous work, but it’s the kind that lasts. The “infinite” mindset challenges you to build a business that doesn’t collapse when the market gets tough — it adapts.

That’s the kind of business I love helping owners create.

My Rating: ★★★☆☆

While The Infinite Game doesn’t break much new ground, it’s worth the read if you’re at a crossroads — wondering what’s next for your business, or how to keep momentum when the quick wins start drying up.

It’s less of a page-turner and more of a gentle reminder: business isn’t about finishing first. It’s about building something that’s still standing when everyone else has moved on to the next shiny thing.

And that’s a game worth playing.

Key Takeaway:

“Play the long game. Build systems that last. Measure your success in staying power, not scoreboards.”