Thought Leader⏱ ~2 minNOSEDK

Simon Sinek

Author and speaker. 'The Infinite Game' argues that business is a game without an end, where the aim is not to win but to stay in it. The Golden Circle is the famous model; this is the important one.

Simon Sinek is a British-American author. He is best known for the Golden Circle from 'Start With Why' (2009), but the book worth most to a company meant to last is 'The Infinite Game' (2019).

Sinek divides games in two. A finite game has fixed rules, known players and an end point, like a football match. An infinite game has changing players, rules that shift along the way and no end. There is no winner, and the aim is to stay in it. Business is the second kind, and the mistake he describes is playing it with a finite mindset: chasing the quarter or the contract as though it were the match.

Three terms are worth keeping. A worthy rival is a competitor who is good at something you are not, and who therefore sharpens you rather than being an enemy to beat. A just cause is a purpose so large it is never finished, a direction that holds when the plans change. Existential flexibilityAbility to change power consumption or production in response to price signals or system operator needs. is the willingness to tear up a working business model because the cause demands it, which is expensive and looks irrational in a spreadsheet.

The Golden Circle belongs here: why, how, what. In the later book that 'why' has become a just cause, something meant to carry for decades rather than merely communicate well.

FilosofiStrategyLederskap