Alex Ikonn – Intelligent Change: How to Adopt The Mindset For Success


00:00 Trailer.

02:08 Brian’s thoughts on the episode.

03:40 Brian’s introduction.

04:19 Looking back over the past five years.

05:38 Life changing move that opened a door to a successful life.

19:44 The times when, as a young tearaway, he realised that only he could change his life.

31:31 The tapes that changed his life.

36:23 How he met his future wife Mimi and they decided to become entrepreneurs.

44:39 Both unemployed and being grateful.

49:32 Design your life to what you want it to be.

55:16 How “Don’t be like the fat man in a BMW” led to Luxy Hair business.

1:00:42 Keep the business simple, be aware of the cost of outgoings.

1:04:58 The core principles that grew the business.

1:08:53 Their soft sell philosophy.

1:15:24 What it is like to build a business with your wife.

1:18:58 Why Alex is a fan of YouTube and sees the value of it.

1:24:17 Sometimes you have to get off the crack: they sell their Luxy Hair business.

1:27:21 Alex cautions on the realty of the exciting prospect of entrepreneurship, or a 4-hour work life.

1:32:15 Important principle when building a team and handling company culture.

1:35:04 Why Alex admires and works with Seth Godin.

1:38:48 The other people he takes inspiration from.

1:39:42 Change their mindset needed to meet where the world and society will go in next 10 years.

1:49:25 His and Mimi’s vision for their and their daughter’s future.

1:55:40 Alex speaks honestly about fatherhood.

1:58:25 His daily practice.

2:04:32 His superpower.

2:08:12 The best and worst days of his life.

2:15:32 What scares him

2:18:28 What we would be surprised to learn about Alex.

2:21:19 Success secrets.

2:21:44 Best advice he ever received.

2:23:06 Advice to the 20 years old listening.

2:24:40 Why Alex and Mimi have started a podcast.

2:28:49 Brian’s summing up.

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Iftikarphyllismoonelkog192kerry_utton316 Recent comment authors
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What an amazing interview. All out on the line. Much appreciated and respected Mr. ALEX and Mr. BRIAN. learnt alot. Great gems. I myself am an immigrant from Fiji. I could relate to your childhood growing up. Keep it coming. Great job.
Thanks once again.


Great take-way, “Persistence is genius in disguise”. Lots of gems in this interview. Much appreciated.


amazing videos thank you so much for this great info I appreciate you guys very much love you guys


Wow – this was an amazing interview/ discussion. I did not know of Alex (or Mimi) Ikonn prior to watching so held no preconceptions. I also hadn’t appreciated the interview would be almost 3 hours long when I started watching (i.e. a chunky time commitment on the first full summer Saturday in UK). I was hooked from the beginning. Really enjoyed hearing about Alex’s life journey; his views/philosophy resonated deeply. He is very well read/informed; his energy and life joy are palpable and inspiring. An all-round wonderful human. Thanks very much for introducing him to me. I’m extremely grateful!