The Dice Man: How Richard Branson Turned a Dice‑Rolling Novel into a Startup Playbook

The Dice Man: A Bizarre Blueprint for Branson’s Early Decisions

Richard Branson, founder of Virgin Group, has long championed the power of reading. In a 2022 interview he launched the Literati club Read Like An Artist, insisting that a well‑stocked mind is a competitive edge. The catalyst? The Dice Man, the 1971 cult novel by Luke Rhinehart, which he devoured just before founding Virgin Records in ↑ 1972.

Branson recounts rolling dice to decide which fledgling artists to sign, turning chance into a structured experiment. “I compiled a shortlist, rolled the die, and followed the number,” he told Reuters. The method was never a permanent fixture, but the lesson – that surrendering control can reveal blind spots – lingered.

“It’s a very entertaining read that has always stayed with me,” Branson said.

The novel’s premise – a protagonist who lets a die dictate life choices – sparked a cult following, earning mentions in Bloomberg and a spot among the “50 most influential books of the latter 20th century.” Its influence resurfaced during the pandemic, when entrepreneurs worldwide searched for unconventional decision tools.

Today, Branson’s risk appetite remains legendary, from launching Virgin Atlantic to betting on space tourism. While he no longer consults a die, the echo of The Dice Man reminds leaders that calculated chaos can be a catalyst for growth.

Intel provided by Chloe Winters (Venture Capital & Innovation Reporter).