CVS Caremark in Feb 2014 , declared that it would stop selling cigarettes in all its stores.This was in line with the broader health care commitment it had embarked on.
For many Wall street pundits this seemed a suicidal move that would cost it revenues to the tune of billions of dollars.
But what transpired was magical.All those who predicted that cigarette sales from CVS would shift to other local stores were taken by surprise.
The move by the infinite minded player CVS had a lasting impact on the population who started reducing cigarette consumption and hence instead of shift in revenue due to sale of cigarettes the cigarette consumption itself drastically reduced.
After a initial setback due to fall in share prices , as a result of this move , the share prices of CVS recovered since this was taken in a very positive manner by the employees and population in general.
In line with its infinite minded vision CVS Caremark changed its named to CVS Health in Sep 2014.This proves beyond doubt that an infinite minded vision is always for the long run and the risk taken proves its worth in the long run.
Simon Sinek mentions about the same in his book titled “The Infinite Game”