ATYPICAL: FIVE STRATEGY RULES FOR A NEW WORLD

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. 

Review

'A manifesto for building humane, resilient, and future-ready organisations...Raj challenges the foundational assumptions of traditional strategy...The relevance of Atypical is especially clear for enterprise leaders grappling with digital transformation, regulatory uncertainty, and stakeholder fragmentation. As organisations strive to modernise their operations and business models, Raj’s message stands out: the future of strategy will belong to those who can stay connected, not just competitive.'— HINDU BUSINESS LINE, 24 May 2025

'A path-breaking book that provides a refreshing perspective to the principles of business, management, and economics for our times. It gives a five point framework towards a sustainable and resilient future.' — NEW INDIAN EXPRESS, 14 April 2025

'Atypical is an eclectic and empathetic reimagination of corporate practices. It draws on academic ideas and business examples to make the novel argument that atypical stakeholders should figure centrally in management thinking.' — RAGHURAM RAJAN, Katherine Dusak Miller Distinguished Service Professor of Finance at the University of Chicago Booth School of Business 

'Clearly, with the world as we know it going through tectonic shifts, entrepreneurs and business leaders need to look at their enterprises with a new lens. In this path-breaking book, my creative colleague Prateek Raj provides one such perspective, embodying empathy, learning from atypical stakeholders and much more. I recommend this insightful volume to anyone interested in a sustainable future for business.' —RISHIKESHA T. KRISHNAN, Professor of Strategy and Ram Charan Chair in Innovation and Leadership Director, IIM Bangalore 

'A deeply insightful and refreshing approach to rethinking the principles of business, management and economics for our times. These five transformative rules-focusing on empathy, grounded leadership, innovation, unconventional thinking and collective welfare-provide a practical guide for scholars and practitioners alike to make a meaningful and positive impact in the world.' — TRILOCHAN SASTRY, Co-founder and Chairman, Association for Democratic Reforms Founder, Centre for Collective Development and FarmVeda Professor, IIM Bangalore 

'Prateek’s book, based on his course at IIM Bangalore, introduces a more empathetic and grounded approach to leadership. In a world that often prioritizes transactional interactions, this book is a timely call for leading organizations that make a difference.' — KIRAN SETH, Founder and Chairman, Society for the Promotion of Indian Classical Music And Culture Among Youth (SPIC MACAY), and Professor Emeritus, IIT Delhi

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.

Media and Events

• Review: "A manifesto for building humane, resilient, and future-ready organisations", Hindu Business Line, 24 May 2025

• Podcast: "The Atypical Shift: In Conversation with Prof. Prateek Raj on strategy for a new world", IIM Bangalore podcast, 3 Apr, 2025

• Excerpt: "Toyota workers are empowered to be hands-on problem solvers. It comes from management’s trust", The Print, 29 Mar, 2025

• Book talk: "Why do we need to rethink our business strategies?", Mid Day on Instagram Live, March 28, 2025, 5 pm IST

• Excerpt: "The promise of Charity-Owned Businesses", ProMarket, March 24, 2025

• Book talk: Ashtanga Yoga Sadhna, Bengaluru on March 15, 2025 7:30 to 8:30 am IST.

• Book signings

  • Atta Galatta and Champaca on March 13, 2025, Bengaluru

  • Starmark, Baharsons Booksellers, Oxford Bookstore and Story on March 10, 2025, Kolkata

  • Blossom Book House, Gangarams Book Bureau, The Bookhive, Higginbothams and Bookworm on March 3, 2025, Bengaluru

• Book launch: "Business beyond Capitalism" Bangalore International Centre on March 13, 2025, 6:30 to 7:30 pm IST.

• Book launch: Indian Institute of Management Bangalore on February 28, 2025, 3 to 4 pm IST.

• Book talk: "Hearing the atypicals to develop better strategies", Healthcare Executive Programme, UCL Global Business School of Health on February 26, 2025.

• Excerpt: “Learning to lead with a Himalayan mindset”, Mint, 24 February, 2025

• Excerpt: “A management professor argues that experience and empathy will still be valuable in the age of AI”, Scroll.in, 18 February 2025

• Article: “We need DEI initiatives to ensure diverse and atypical perspectives”, Sustainability Karma, 15 February 2025