Our In Conversation With series shares personal and thought-provoking insights from inspiring individuals across diverse industries and backgrounds. It provides practical perspectives on how different forms of capital — intellectual, social, and financial — can be harnessed to drive innovation, growth, and meaningful change, while also offering investors valuable insights into the key trends shaping different sectors.
This time, Ariel Arazi, Partner & Co-Founder at Bedrock, sits down with Alex Ikonn—the visionary behind Intelligent Change, the brand known for the cult-favourite Five Minute Journal and other tools designed to help realise your potential and live a happier, more fulfilling life.
Alex shares the winding path that led him from personal setbacks to purpose-driven success. His story is one of resilience, reinvention, and the belief that true change begins within. From being fired from a banking job to co-creating tools that spark transformation in millions, Alex reflects on the power of scarcity, the impact of intentional design, and the future of wellness in an AI-driven world.
[Ariel] Could you share your entrepreneurial journey and how it began?
[Alex] It’s a big question because entrepreneurship, for me, wasn’t a straight path—it was a calling that revealed itself in the most unexpected way.
In 2008, I was fired from a bank. That moment could’ve felt like failure—but instead, it opened the door to possibility. I decided then to give entrepreneurship a real shot. The first two years were humbling. I tried everything—from social media consulting (which, back then, felt like selling snake oil because no one believed in social media as a business tool) to other ventures that didn’t quite land.
“In 2008, I was fired from a bank. That moment could’ve felt like failure—but instead, it opened the door to possibility.”
But life has a beautiful way of weaving personal moments into professional breakthroughs. In 2010, as my ex-partner and I prepared for our wedding, she was searching for hair extensions—and that simple need sparked our first successful business. From getting fired to getting married, that’s how it all began. Entrepreneurship chose me before I fully chose it.
[Ariel] You’ve built brands that truly resonate. What’s your approach to creating products with such lasting impact?
[Alex] I believe the most powerful products are born from deep personal need. When we created the Five Minute Journal, it wasn’t about market research or trends—it was about solving something I personally struggled with: cultivating gratitude and a positive mindset amidst life’s chaos.
When you create from that space—addressing your own real challenges—you tap into something universal. Because if it matters deeply to you, it likely matters to thousands, if not millions, of others. My approach is simple: solve your own problem first, then offer that solution to the world with sincerity and care. That’s where lasting impact comes from.
“My approach is simple: solve your own problem first, then offer that solution to the world with sincerity and care. That’s where lasting impact comes from.”
[Ariel] What challenges have shaped your journey, and what have they taught you?
[Alex] My journey, like many, was shaped by scarcity—not just financially, but emotionally. Growing up, abundance wasn’t something I witnessed often. There were moments where hope felt distant, and the future seemed uncertain.
But those very challenges became the fuel for Intelligent Change. They taught me that we can all rewrite our stories. Creating tools that inspire optimism and action isn’t just business for me—it’s personal. I’ve lived the alternative. That’s why everything we do at Intelligent Change is designed to empower people to create their own transformation—to move from scarcity to abundance, from uncertainty to purpose.
[Ariel] It’s not just about creating the physical tools like journals, you also created one of the most inspiring wellness summits. What sparked this idea?
[Alex] It began with a simple visit to Six Senses Ibiza. I remember standing there, thinking, “What if we could take over this entire place and transform it into a living, breathing embodiment of Intelligent Change?”
I’ve attended so many conferences that felt transactional, uninspiring, and disconnected from real life. I wanted to create the opposite—a transformational experience that emphasized physical presence and deep connections. Something that I personally would feel lit up by.
“I’ve attended so many conferences that felt transactional, uninspiring, and disconnected from real life. I wanted to create the opposite—a transformational experience that emphasized physical presence and deep connections.“
So I asked myself: What would Intelligent Change look like if it were an experience? Who would the people be? What conversations would we have? How would we move our bodies, nourish our minds, and open our hearts? That’s how the summit was born—a gathering of changemakers, visionaries, and wellness facilitators all committed to creating meaningful experiences, fostering deep connections, and inspiring personal transformation. The impact of coming together as a community is profound—it inspires personal transformation and collective growth.
[Ariel] The wellness and self-improvement industry has boomed in recent years. What do you think the future looks like next for this industry?
[Alex] The wellness space is poised for significant evolution, especially with the rapid advancements in AI. As people seek purpose, direction, and deeper human connections, the industry will need to adapt to these changing needs.
Just as we prompt AI, I believe humans need prompting too—gentle nudges, thoughtful questions, and tools that help us create the life we envision. Wellness products, like journals, can serve as that human prompting system—helping people navigate the unknown, stay grounded, and continue evolving toward their dreams.
The next chapter for Intelligent Change is about becoming a guiding light in uncertain times. We’re here to serve as a companion on the journey, helping people consciously create the future they desire, one step, one prompt, one intentional moment at a time.
If you are interested in finding out more information about the themes discussed in this article or Intelligent Change Summits, please reach out to info@bedrockgroup.ch for more information.
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