Shift your mindset from winning to enduring. Because lasting family businesses don’t play to win quarters. They play to serve generations.

When George Eastman founded Kodak, he wasn’t just launching a company. He was opening a door.

A door to moments captured. To memories preserved. To a future where photography was for everyone, not just the privileged few. But Eastman’s vision ran deeper than technology or market share. He invested in people, ideas, and communities. He pioneered sick pay and profit-sharing long before HR departments had names for them.

That’s what playing the infinite game looks like.

You don’t build for this year’s win. You build for what comes after you.

What Went Wrong?

Decades after its visionary start, Kodak held a goldmine: the first digital camera.

And what did they do?

They buried it.

Why? Because it threatened their existing revenue streams. Rather than change the game, they tried to pause it.

And the clock ran out.

In 2012, Kodak filed for bankruptcy. Not because they lacked innovation, but because they lacked courage. They stopped thinking like founders and started thinking like protectors.

Finite vs Infinite: Two Questions That Change Everything

A finite mindset asks:

“How do we win?”

An infinite mindset asks:

“How do we stay in the game?”

The first chases trophies. The second builds legacies.

In family business, this distinction is crucial. The moment you shift from building something enduring to protecting something fragile, the rot sets in.

Signs You’re Playing the Wrong Game

Innovation feels risky, not essential

Meetings are about this quarter, not the next decade

You reward caution more than curiosity

“Don’t break what works” becomes the company slogan

The next generation feels boxed in, not invited in

These aren’t just symptoms of stagnation. They’re signs that the game has shrunk.

Infinite Thinkers in Practice

Want proof it’s possible?

• Eastman’s early Kodak: Generous with ideas, generous with people

• Patagonia: Built on values. Hands the company back to the planet

• IKEA: Slow, deliberate succession. Long-term stewardship baked in

Your local family bakery that embraced delivery during the pandemic—stayed true, stayed nimble

These are not flashy wins. These are enduring plays.

Frequently Asked Questions

Q: How do I know if my family business is stuck in finite thinking?

If most of your decisions revolve around fear of loss, change, or control, you’re already in finite territory.

Q: Doesn’t the infinite game sound… risky?

It’s actually the opposite. The greatest risk is stagnation. Infinite thinkers mitigate risk by staying adaptive.

Q: How do I shift my team’s mindset?

Start small. Change the questions you ask in meetings. Reward experimentation. Celebrate long-term thinking even when it costs short-term applause.

Q: What if I’m already playing it too safe?

Then you’re ready. The recognition is the invitation. Begin by exploring one bold idea you’ve been postponing.

Q: How do I involve the next generation?

Not by handing them the keys, but by inviting their questions. Let them challenge the rules you’re too close to see.

Choose the infinite mindset.

Build something worth passing on. Not just cash, but culture.

Start today by asking one better question:

“What are we building that will still matter in 25 years?”

And if you’d like help resetting the gameboard, the FAQ above is your map.

Because legacies aren’t protected. They’re renewed.

And the families who last?

They play to keep playing.