How NOW Group Uses the Infinite Game

Collaboration in business networking means actively seeking shared value with peers — including those in your industry — rather than treating every competitor as an enemy. NOW Group applies game theory here: business is an infinite game, where the goal is to keep playing, not win a round. Rivals who understand this become allies. The ones who don't, remain liabilities.

Why Does NOW Group Encourage Members to Collaborate With Competitors?

Because the zero-sum frame is mathematically wrong.

In a finite game — fixed resources, defined win conditions, time-bound — competition makes sense. But business isn't finite. Markets grow. Niches expand. Relationships compound.

Simon Sinek makes this clearly: healthy rivals improve each other's visibility. A worthy rival isn't someone to be destroyed. They're someone who makes you better.

What Is the Infinite Game Model and How Does It Apply to Networking?

The concept comes from James Carse and was applied to business by Simon Sinek. Core idea: in an infinite game, the objective isn't to win — it's to keep playing.

Business at its best is infinite. Which means:

• Rivals who survive are potential allies when the market contracts
• Your conduct throughout the journey is your reputation when you need them
• Short-term wins that damage long-term relationships are net losses

NOW Group urges members to find 1-2 industry collaborators who strengthen their market position. Not weaken it.

What Does the Research Say About Collaborative Networks?

The economic case for collaboration is well-documented. Research from Firework shows that 93% of B2B buyers trust word-of-mouth over any other form of advertising — and that 86% of B2B purchases are influenced by peer referrals. In a landscape where trust is the primary currency, the businesses that actively cultivate collaborative relationships have a structural advantage over those operating in isolation.

And the compounding nature of referral networks makes collaboration even more valuable over time. Referred customers are 4 times more likely to refer others — meaning every collaborative relationship you build doesn't just produce one connection. It seeds a chain.

What Does Strategic Mindset Mean at NOW Group?

Not a buzzword. A specific operating mode.

Every decision filtered through the vision, mission, and values. In practice:

• Define a culture and stay true to it
• Let the vision govern strategy; let strategy govern tactics
• Focus on the long horizon, even when the short one is demanding

The term "strategy" derives from the Greek strategos — a general's knowledge. It implies knowing how to think about the battlefield over time. That's the move.

Frequently Asked Questions

Why should I collaborate with competitors?

Because your competitor is often your best-qualified referral partner. A well-structured collaborative relationship sends you business that isn't right for them — and vice versa.

What is the infinite game in business?

A philosophy where the goal isn't to win but to sustain the conditions for continued play. Rivals are more valuable thriving than defeated.

How does strategic mindset improve networking outcomes?

It shifts you from reactive attendance to intentional participation. You enter every interaction with a clear sense of who you're looking for and what a good outcome looks like.

What is an abundance mindset in networking?

The operating belief that cooperation generates more total value than competition alone — and that there is enough business for everyone in a healthy market.

→ Related: What is reciprocal referral networking? How the two-way referral engine works

Sources & References
1. Firework — 32 Referral Marketing Statistics 2024: 93% of B2B buyers trust word-of-mouth over other advertising; 86% of B2B purchases influenced by peer referrals; referred customers 4x more likely to refer others. (firework.com/blog/referral-marketing-statistics)
2. Sinek, Simon — The Infinite Game (2019): framework for understanding finite vs. infinite games in business strategy and the value of worthy rivals.
3. Carse, James — Finite and Infinite Games (1986): the foundational philosophical framework for infinite game thinking.