In business, a fast rise can feel like a dream come true. You hit product-market fit, the customers show up, and money starts flowing. But what happens after that early success? Many entrepreneurs find out the hard way: what got you here won’t necessarily keep you here.
From Blockbuster to BlackBerry, Kodak to startups burning through cash, the business landscape is littered with companies that soared early—then collapsed. As Simon Sinek says in his book The Infinite Game, it’s not about winning a quarter. It’s about staying in the game.
Related – Feeling Stuck. You Probably Need to Change Your Mindset.
Early Wins Are Not the End Goal
Novo Nordisk, the maker of Ozempic, dominated the anti-obesity drug market. They were Europe’s most valuable company. But then came shortages. Missed demand forecasts. And competitors—like Eli Lilly—moved faster, marketed harder, and grabbed market share.
Success blinded them. They played a “finite game”—focused on short-term gains, not long-term adaptability.
Startups can fall into this trap too. We celebrate launches, awards, and virality. But what’s your five-year strategy? Your innovation pipeline? Your customer retention plan?
The Cautionary Tales: Kodak, BlackBerry, and Blockbuster
- Kodak invented the digital camera. But they ignored it, afraid it would cannibalize their film business. That decision buried them.
- BlackBerry once ruled the smartphone world. Then came Apple. Touch screens. Apps. BlackBerry stuck to what used to work—and lost it all.
- Blockbuster had a chance to buy Netflix. They laughed. A few years later, they were bankrupt.
Each of these giants had the upper hand… until they didn’t.
Related – How to Play the Long Game of Business. Zoho’s Vision for Sustainable Success
What’s Behind the Fall?
Three things make once-successful companies vulnerable:
- Complacency: They stop innovating.
- Arrogance: They believe they’re untouchable.
- Short-term thinking: They chase this quarter’s earnings instead of next decade’s vision.
Startups and small businesses are just as susceptible—especially when things are going well.
Play the Infinite Game
Simon Sinek’s The Infinite Game teaches that successful leaders don’t just try to “win.” They try to outlast. Here’s what he says matters:
- A Just Cause: Why are you in business beyond profit? This keeps you grounded and focused on impact.
- Trusting Teams: Build a culture where people feel safe to innovate and speak up.
- Worthy Rivals: Don’t fear competition. Learn from them.
- Existential Flexibility: Be willing to reinvent yourself—even if it means breaking what worked.
- Courage to Lead: Especially when others play it safe.
Your Startup’s Long Game: Practical Steps
Here’s how you can future-proof your business:
1. Keep Innovating
Don’t wait for disruption—create it. Encourage R&D, test new ideas, and explore adjacent markets.
2. Invest in Your Customers
Loyalty isn’t free. Deliver consistent value, improve your service, and listen deeply to feedback.
3. Stay Lean and Flexible
Big companies often struggle to pivot. As a startup or small business, you can move faster—use that.
4. Study Your Competition
Not to copy them, but to learn what gaps they’re leaving. Today’s “Goliath” can fall if you spot the right weakness.
5. Build a Resilient Culture
Hire people who adapt, not just those who deliver. Your team needs to evolve as quickly as the market does.
6. Focus on Cash Flow and Profitability
Early funding or high revenue doesn’t mean long-term success. Be disciplined. Manage expenses. Know your unit economics.
7. Embrace Existential Flexibility
Ask yourself: if I had to start my business over today, what would I do differently? Now do it.
Success Is Not a Finish Line
Early wins are like fuel. They get you off the ground. But staying airborne requires a different engine—one built on values, vision, and constant evolution.
Entrepreneurship isn’t about launching something cool and cashing out. It’s about staying in the game. About playing not to win today, but to lead tomorrow.
In a world where competition can come from anywhere—where AI can spin up an app in a weekend and trends shift in months—staying relevant is the real victory.
Play the long game. Think like an infinite player. And remember, your zone of genius isn’t just about where you excel—it’s also where you endure.
