About the Book

A REFLECTION ON THE CURRENT MODE OF CAPITALISM AND A CALL TO ACTION TO RETHINK EVERYTHING—LEADERSHIP, STRATEGY, INNOVATION, AND EVEN PROGRESS ITSELF.
What if the most valuable insights into your company’s future aren’t buried in your big data or shared by industry experts—but voiced quietly at the edges, by the very people you’ve been ignoring?
In Atypical: Five Strategy Rules for a New World, UCL and IIMB professor Prateek Raj challenges the status quo by showing how the world’s most innovative organisations learn from voices at the fringes—be they marginalised communities, unexpected collaborators or frontline workers. Through vivid examples, actionable frameworks and a call to embrace empathy and grounded leadership where success is measured through innovation and not profit alone, Atypical provides a forward-looking blueprint for leaders who dare to see—and nurture—a more inclusive, sustainable and resilient future.

About the Author

Prateek Raj is an Associate Professor at the University College London (UCL) Global Business School for Health and an Affiliate Fellow at the Stigler Center at the University of Chicago Booth School of Business. Originally from Dhanbad, Jharkhand, Prateek earned a bachelor’s degree from IIT Delhi and a master’s and PhD in Management from UCL. During his doctoral studies, he was a visiting researcher at Kellogg School of Management and Chicago Booth, and also taught at the London School of Economics. Following his PhD, he joined the Indian Institute of Management Bangalore, where he led the Inclusive Markets Lab, advancing research, teaching, and advocacy on business models and economic policies that promote inclusive growth. Prateek’s interdisciplinary, impact-driven work has garnered global recognition through prestigious awards and research grants. The MBA course he designed at IIM Bangalore, Strategic Stewardship, serves as the foundation for this book.