Richard Branson Credits Dice-Rolling Novel for Virgin Success

A book about surrendering control to chance helped one of the world's most successful entrepreneurs find his footing. Richard Branson credits a provocative 1971 novel with changing how he made early decisions at Virgin Records.

Branson read "The Dice Man" by Luke Rhinehart just before launching Virgin Records in 1972. The timing couldn't have been better for a young entrepreneur building what would become a 400-company empire.

The book follows a protagonist who lets dice rolls dictate every decision in his life. He compiles lists of potential actions, rolls a die, and commits to whatever number comes up. The philosophy promises liberation from routine and the weight of endless choices.

Branson told CNBC he used this dice-rolling strategy when signing artists to his record label. He'd list potential actions, roll the dice, and follow through on the result. The unconventional approach became part of his decision-making toolkit during Virgin's formative years.

The novel developed a cult following in the 1970s, with London's Time Out calling it "the most fashionable novel of the early 1970s." A BBC production later named it one of the 50 most influential books of the last half of the 20th century.

Why This Inspires

Branson's willingness to embrace unconventional wisdom shows how breakthrough success often comes from unexpected places. While most entrepreneurs rely solely on data and gut instinct, Branson found value in occasionally surrendering control.

His love of reading led him to create a Literati book club called Read Like An Artist in 2022. "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."

The Virgin founder believes entrepreneurs must understand the world's problems to solve them in new ways. Sometimes that means finding inspiration in the most unlikely places, even a novel about dice.

Branson still calls "The Dice Man" a very entertaining read that has always stayed with him.