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Using the unique business-novel format, It's Not Luck continues the story of The Goal protagonist Alex Rogo as he navigates a new set of challenges facing the now over-diversified and under-profitable UniCo, where he has risen to the rank of division manager.

Gemma Summers is unlucky in love. She's known it since third grade, when her first crush blew a spitball into her hair, and a decade-long string of bad dates, boring sex, and abysmal morning afters has done nothing to improve her prospects. But when a random radio call-in contest lands her courtside tickets to the hottest playoff game of the season, Gemma's luck may finally be on the upswing, even if it doesn't exactly seem like it when the dreaded Jumbotron kiss cam lands on her and her date.