Overview

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.

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Author Information

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.

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