Richard Branson says everyone should read this cult-classic novel-it changed how he made decisions

Richard Branson, founder of Virgin Group, created the Read Like An Artist book club in 2022 and links reading to entrepreneurial power. He emphasizes that entrepreneurs must understand the media landscape to spot opportunities others see as challenges and to solve problems by understanding the world’s issues. Branson said he read The Dice Man by Luke Rhinehart in 1972, around the time he was starting Virgin Records. He credited the book’s dice-rolling approach as part of his decision-making, including signing artists by compiling possible actions, rolling dice, and following the result. The novel centers on surrendering control to chance, framed as liberation from routine and personal desire.

"“Reading and understanding the media landscape is important for everyone, and it is especially important for entrepreneurs,” he wrote. “You need to be able to spot opportunities where others see challenges. You need to solve problems. To do this, you must understand the problems of the world, and find new ways to solve them.”"

"Branson told CNBC that he first read The Dice Man by Luke Rhinehart just before starting Virgin Records in 1972, a year after the book's release. The timing was not incidental. As a young entrepreneur on the verge of building what would become one of the most recognizable brands in the world, Branson was finding his entrepreneurial footing."

"He has credited the book's “dice-rolling” strategy as part of his decision-making process when signing artists to his record label. “This meant compiling a list of potential actions, rolling dice, and going along with whatever number the dice landed on,” Branson said."

"In The Dice Man, the protagonist surrenders his decision-making to the roll of a die, letting chance dictate his actions, choices, and behavior. The dice-rolling philosophy operates on one non-negotiable rule: Whatever the die says, goes. This practice Rhinehart frames as liberation from routine, obligation, and the weight of personal desire."

Read at Fast Company