In this Sustainability Karma Masterclass on Atypical Strategy: Building People and Planet First Organisations, Prateek Raj explores the concept of atypical testing and how seeking critical feedback from marginalised stakeholders can lead to sustainable business strategies. The discussion highlights the importance of immersive listening and empathy in identifying and addressing environmental and social harms. Prateek shares a powerful yet simple idea: businesses must think like scientists, not just sellers. Instead of constantly seeking validation, leaders need to actively listen to voices that challenge them. The communities we rarely engage with are often the first to notice environmental or social harm. Outliers are not noise they are signals. When we listen better, we make better decisions. And for leaders working in sustainability and long-term strategy, this mindset shift can change everything.
Prateek Raj is interested in how atypical people and groups at the fringes are often the principal agents of innovation and social progress. He is the author of the book Atypical: Five Strategy Rules for a New World, published by Westland Books. He is an Associate Professor of Business Management and Health Sciences at University College London (UCL) in the UCL Global Business School for Health (GBSH), leading UCL s new BSc/ MSci Programme in Business and Health.