Atypical

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.