A new title aimed squarely at small-business owners has drawn attention on indie-publishing site IndieReader. Rigging the Game, written by serial entrepreneur Dan Nicholson, frames itself as a piece of straight talk about money, risk, and what entrepreneurs actually want. For readers who treat business books the way some treat workout videos — bought eagerly, finished rarely — the pitch is interesting because it skips the rah-rah.
At a glance
- The book is titled Rigging the Game, by Dan Nicholson.
- It is positioned as a guide for entrepreneurs who want to align money, risk and goals.
- Coverage and promotion appeared on IndieReader, which focuses on self-published and indie titles.
- The publisher is not named in the source material; treat distribution details as unverified.
What the book claims to teach
According to IndieReader's write-up, the book walks entrepreneurs through a few core moves: identifying personal biases that get in the way, turning big goals into checklists, replacing financial anxiety with a more deliberate plan, and ignoring the competition's playbook in favor of one's own. IndieReader describes it as "as much a rallying cry as a guide to success" — the framing leans toward a short, punchy read rather than a comprehensive manual.
Who should care
| Reader type | Fit with this book |
|---|---|
| Early-stage founders feeling stuck | High — internal-first approach matches the pain point |
| Experienced owners seeking new frameworks | Moderate — familiar territory, but unconventional angle may refresh thinking |
| Readers wanting step-by-step tactics | Low — the book positions itself as a mindset shift, not a checklist |
| Those expecting publisher credibility signals | Low — indie press; no named publisher means verify before buying |
Our analysis
Most small-business books published in any given year follow a familiar formula: market opportunity, competitive advantage, financial model. What stands out about Nicholson's pitch is the sequencing — bias first, goals second, money third, competition last. That order tells you the book assumes the reader's problem is internal, not external. That's a stance worth taking seriously even if you never open it.
The real trade-off is credibility versus reach. Indie-published titles like this one often carry more personality and fewer corporate constraints. But they also lack the fact-checking infrastructure of larger publishers. The title itself is telling: "rig" implies the system is tilted, and that you can tilt it back. That framing works as marketing. Whether it works as methodology depends on how specific Nicholson gets in the actual chapters.
One thing to watch: IndieReader covers indie authors and self-publishers. Their audience skews toward people who have already chosen the non-traditional path. A book about unconventional thinking promoted there has a self-selecting audience — which means positive reception is partly built into the promotion channel.
A worked example
Say you are a freelance designer who keeps landing enough work to survive but never enough to save. The book's pitch suggests you start with the bias pass — are you undercharging because you don't believe the work is worth more? — before touching pricing models or client lists. That is a counterintuitive order, and it is the kind of internal-first framing this book is selling.
Bottom line
Worth a look if you are early-stage and stuck, but verify the publisher and read a sample chapter before buying. Indie press doesn't mean unproven, but it does mean you should sample before you commit.
Key takeaways
- The book's central claim is that entrepreneur failure usually starts with the founder, not the market.
- IndieReader is positioning the title for an indie-author and self-publisher audience.
- The sequencing of the book's framework — bias before strategy — is its most distinctive feature.
- Watch for verified reader reviews; the publisher of record is not identified in available coverage.
Frequently asked questions
Who is Dan Nicholson?
He is described as a serial entrepreneur; further biographical detail was not in the reviewed source.
Is this book about self-publishing?
No, the book targets general small-business owners, even though IndieReader (which covers indie authors) is promoting it.
Where can I get it?
Standard online retail channels for indie-published titles apply; check retailer listings directly for current availability.