Branson says a dice novel reshaped his choices

Branson says – Richard Branson, founder of Virgin Group, has said he read Luke Rhinehart’s cult novel The Dice Man just before starting Virgin Records in 1972, and later applied its dice-rolling idea when signing artists—while also admitting he didn’t keep using the method f

Richard Branson was about to build what would become one of the world’s most recognizable entertainment brands when he picked up a book that asks readers to do the unthinkable: give up control to a die.

Branson. the founder of Virgin Group behind more than 400 companies including Virgin Atlantic and Virgin Galactic. has long presented himself as a builder who trusts both instinct and unconventional thinking. He’s also an avid reader and created a Literati book club called Read Like An Artist in 2022.

Writing about entrepreneurship and reading. he said: “Reading and understanding the media landscape is important for everyone. and it is especially important for entrepreneurs. ” and added: “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—one year after the book’s release. He framed the timing as part of how he was finding his footing as a young entrepreneur.

The book he credits is built around surrendering decision-making to chance. In The Dice Man, the protagonist lets the roll of a die dictate his actions, choices, and behavior. The dice-rolling philosophy includes a single non-negotiable rule: “Whatever the die says. goes.” Rhinehart presents it as liberation from routine. obligation. and the weight of personal desire.

Branson said that “dice-rolling” became 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,” he said.

That approach wasn’t meant to be permanent, and Branson has been candid about its limits. “Safe to say, I didn’t keep using the book to influence my decisions for long,” he said.

Still, he has described the novel as something that stuck. Branson called it “a very entertaining read that has always stayed with me.” The book developed a cult following. and its reputation traveled well beyond a small circle of readers. London’s Time Out called it “the most fashionable novel of the early 1970s. ” and in 1995 a BBC production named it “one of the 50 most influential books of the last half of the 20th century.”.

The lesson Branson appears to carry forward is quieter than the dice itself: stepping away from control. even briefly. can offer a different view of risk and choice. For an entrepreneur who has never shied away from bold bets. knowing when uncertainty is useful may be one of his most underrated tools—whether it comes from a novel or the willingness to try an idea that sounds strange before it starts making sense.

—Amaya Nichole

This article originally appeared on Fast Company’s sister website, Inc.com. Inc. is the voice of the American entrepreneur.

Richard Branson Virgin Group Virgin Records Luke Rhinehart The Dice Man decision-making entrepreneurship dice-rolling strategy artist signing Literati Read Like An Artist