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.