ATYPICAL: FIVE STRATEGY RULES FOR A NEW WORLD

Atypical: Five Strategy Rules for a New World

Atypical: Five Strategy Rules for a New World is a thought-provoking exploration of the future of business, leadership and innovation. Challenging conventional ideas of capitalism and success, this book reveals how organisations can unlock new possibilities by listening to overlooked voices and embracing empathy, inclusion and sustainable growth.

📖 About the Book

What if the most valuable ideas for your organisation’s future are not hidden in massive data sets or predicted by industry experts, but found among the people and communities often ignored? In Atypical, UCL and IIM Bangalore professor Prateek Raj challenges traditional approaches to strategy by showing how innovative organisations learn from voices at the margins.

Through compelling examples and practical frameworks, the book explores how businesses can gain insights from marginalised communities, unexpected collaborators and frontline workers. These unconventional perspectives can inspire better decision-making, stronger innovation and more meaningful strategies.

Moving beyond the traditional focus on profit alone, Atypical presents a new vision of leadership where success is measured through innovation, social impact and the ability to create a more inclusive and resilient future.

A powerful call to rethink leadership, strategy and progress itself, this book offers a forward-looking roadmap for leaders who want to build organisations that are adaptable, responsible and prepared for a changing world.

✨ Key Highlights

• A fresh perspective on modern capitalism, leadership and business strategy.
• Explores how organisations can learn from overlooked voices and communities.
• Provides practical frameworks for innovation and inclusive growth.
• Highlights the importance of empathy-driven and grounded leadership.
• Challenges traditional definitions of success and progress.
• An essential read for business leaders, entrepreneurs and strategy thinkers.

✍️ 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 completed his bachelor’s degree at IIT Delhi and earned his master’s and PhD in Management from University College London. 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.

He later joined the Indian Institute of Management Bangalore, where he led the Inclusive Markets Lab, focusing on research, teaching and advocacy around business models and economic policies that promote inclusive growth.

Prateek’s interdisciplinary and impact-driven research has received global recognition through prestigious awards and research grants. His MBA course Strategic Stewardship at IIM Bangalore serves as the foundation for the ideas explored in this book.

📚 Why Read This Book?

Atypical: Five Strategy Rules for a New World is a valuable guide for anyone seeking to understand the future of business and leadership. With its focus on innovation, inclusion and sustainable thinking, the book provides fresh insights for leaders who want to create organisations that thrive while making a meaningful impact on society.