Alex Ikonn

Entreprenuer, Co-Founder of Intelligent Change

1 episodeNov 2019

About Alex

Alex Ikonn - Entreprenuer & Co-Founder of Intelligent Change

Alex Ikonn is known for his entrepreneurial mindset and tremendous success in the brands he has founded.

Most notably, Alex co-founded Intelligent Change, a brand who designs products that make people happier and more productive, such as the best-selling Five Minute Journal and Productivity Planner, which have sold more than 700,000 copies.

Alex also co-founded Luxy Hair which became one of the largest hair extension providers in over 165 countries.

Alex on Instagram: https://www.instagram.com/alexikonn/

Intelligent Change: https://www.intelligentchange.com/

In Alex’s words

Verbatim from the transcripts — each quote links to the moment.

“Comparison is the thief of joy.”

Ep 522 ▶ 27:02

“No, nobody wants realness.”

Ep 522 ▶ 42:37

“And most important thing that I've ever done in my life that I recommend for everybody to do is take responsibility for your own life.”

Ep 522 ▶ 43:28

“Rent money is dead money.”

Ep 522 ▶ 55:26

“That's why I said you make your own luck to a certain degree, is you have to show up.”

Ep 522 ▶ 1:01:56

Alex’s advice on the show

How do I stop comparing my life/path to other people's?

Take full responsibility for your own life and stop comparing your 'trail' to someone else's; recognize everyone has to climb their own mountain, and redirect the energy spent comparing into focusing on your own journey.

Ep 522 ▶ 39:54

How should I think about long-term life planning?

Do an exercise mapping out a realistic but ambitious 3-5 year vision of daily life (where you live, who your friends are, what work you do) to expand your mindset about what's possible, then reverse-engineer the steps to get there.

Ep 522 ▶ 46:52

Should I buy a home or keep renting?

Question the cultural default that renting is 'throwing money away'; consider that buying comes with large fixed costs and limited flexibility, and that renting can offer more experience and flexibility if those are higher personal values than safety.

Ep 522 ▶ 53:58

What daily habit can improve my mindset and life?

Start each day by naming one thing you're grateful for (or use a structured tool like the Five Minute Journal covering gratitude, daily intentions, and affirmations); this reframes your mental state and compounds over time.

Ep 522 ▶ 1:05:50

Stories Alex told

Proposing to Mimi while broke and 21

Ep 522 ▶ 16:06

Alex describes proposing to Mimi when they were broke, unemployed and in their early 20s, despite friends telling him it was a mistake; he says it turned out to be one of the best decisions of his life.

Splitting a Snickers bar into four pieces

Ep 522 ▶ 25:44

Alex recalls childhood in the former Soviet Union where options were extremely limited, describing splitting a single Western Snickers bar among his family and feeling immense happiness, contrasted with how little pleasure abundance now brings.

Overcoming a difficult immigrant upbringing

Ep 522 ▶ 43:28

Alex shares that he comes from an immigrant family, lost his father as a teenager and his stepfather a year later, and grew up on welfare, framing his current life as the result of taking personal responsibility rather than having an easy path.

Questions these interviews answer

Drawn from the episode transcripts.

Why don't Alex and Mimi Ikonn own a home despite being financially able to?

They say home ownership is a 'false dream' sold through fear and fixed costs; because their top values are freedom, variety and flexibility rather than safety, renting better aligns with how they want to live, and they note that nothing is truly 'owned' forever anyway.

From episode 522→

How did Alex and Mimi Ikonn pick what to do after realising money didn't make them happy?

Mimi describes going on meditation retreats and self-reflecting to recall when she'd felt genuinely happy (often in moments of struggle or helping others), while Alex says it took him longer and required honestly asking himself when he was last genuinely happy rather than chasing more money, cars, or status.

From episode 522→

What daily habit do Alex and Mimi Ikonn credit most for their success and wellbeing?

Both cite gratitude practice — originally done informally each morning and later formalised into their product, the Five Minute Journal — as the habit that reframes their day and, they believe, shifts how the world responds to them.

From episode 522→

Episodes with Alex

Every episode featuring Alex Ikonn on The Daily Talk Show.

Alex Ikonn & Mimi Ikonn On Taking Responsibility & Designing Your Life

EP 522

71:10

19 November 2019

Alex Ikonn & Mimi Ikonn On Taking Responsibility & Designing Your Life

Alex Ikonn joined Tommy Jackett and Josh Janssen on Episode 522 (19 November 2019) — "Alex Ikonn & Mimi Ikonn On Taking Responsibility & Designing Your Life". Alex Ikonn & Mimi Ikonn are two incredibly driven, insightful and successful entrepreneurs and content creators. Alex and Mimi co-founded Luxy Hair, one of the largest hair extension providers in over 165 countries, and Intelligent Change, known for The Five Minute Journal and Productivity Plann...