Alex Ikonn on Money, Success, and the Truth No One Tells You

In Season 3, Episode 12 of Turning Pro, Ben Sharf and Adrian Alfieri catch up with Alex Ikonn, Co-Founder and CEO of Intelligent Change.

After immigrating to Canada as a kid and growing up with little, he learned early on what really matters. That perspective shaped the way he approaches business today: scaling companies without sacrificing the lifestyle he values. 

In this episode, Alex opens up about building one of Shopify’s early breakout brands—and what happened after he made it. He talks about the unexpected challenges of financial freedom, the moments that forced him to rethink success, and why keeping life simple has been his greatest advantage. It’s an honest, refreshing take on building a business that actually aligns with what matters.

Listen to the full episode now on Apple Podcasts, Spotify, and YouTube.

10 Key Takeaways from Alex Ikonn:

1.  Money doesn’t equal fulfillment. Plenty of entrepreneurs hit financial freedom only to realize they’re still searching for purpose. Real happiness comes from growth, giving back, and doing work that actually matters.

2. Tough beginnings build resilience. Growing up poor in Canada, Alex faced hardship, took risks, and even had a run-in with the law. But self-improvement—especially Tony Robbins’ teachings—helped him shift his mindset and turn things around.

3. Entrepreneurship isn’t as glamorous as it looks. After getting fired from his banking job in 2008, Alex took a leap into e-commerce. Success didn’t happen overnight—it was years of trial, error, and persistence.

4. Building with purpose makes all the difference. Selling hair extensions made money, but it didn’t feel meaningful. That realization pushed Alex to start Intelligent Change and other ventures that actually impact people’s lives.

5. Gratitude is a cheat code for happiness. Practicing it daily rewires your brain to focus on the good—even when life and business get tough.

6. True joy is simpler than you think. Despite his wealth, Alex finds more happiness riding his bike around London than owning luxury cars. It’s not about the flash—it’s about experiences that actually bring joy.

7. Your circle matters. Investing in real relationships, whether through intimate dinners or deep friendships, pays off more than any business deal ever will

8. Time is the most valuable asset. Alex protects his time fiercely, making sure everything he does aligns with his values and well-being.

9. The Five Minute Journal was born from a simple habit. After seeing a stranger journal every day, Alex co-created a tool that makes gratitude and self-reflection easy—and it’s changed thousands of lives.

10. Growth comes from new challenges. Taking on his first formal CEO role at Intelligent Change, Alex is stepping up as a leader and focusing on long-term impact.

Alex’s story is proof that success isn’t just about the money. It’s about building something that actually feels right. From e-commerce wins to personal wake-up calls, he’s learned that real fulfillment comes from gratitude, self-awareness, and making intentional choices. Whether you’re growing a business or just figuring out what’s next, the goal isn’t just to scale—it’s to create a life you actually want.

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