Who is Alex Fox
Alex Fox is an entrepreneur born in Ukraine and raised in Italy — mainly in the Veneto, then Milan and Lake Como, and a year in Rome. “In Italy I was ‘the Ukrainian one’; in Ukraine, ‘the one raised in Italy.’” For years it felt like a small fracture. Only later did he understand it was the opposite: a bridge. He speaks six languages and lives between Lviv and Italy.
Working for UEFA’s local organizing committee at EURO 2012, he stayed in Ukraine for nearly three months. In 2013 he was coming back almost every month. In December 2013 he heard the bells of St. Michael’s Golden-Domed Monastery ring the alarm in the night — the first time since 1240. “There was no single moment when I decided to stay in Ukraine. But if I had to point to one, it would be that.” In January 2014 he took a one-way flight from Rome to Kyiv, right as Maidan set the capital ablaze.
A Decade of Building Bridges
OK Factory — an 1882 Austro-Hungarian book factory in Lviv, restored into a coworking and innovation hub under an LED sign that read “Everything Will Be OK.” Ernest Airlines — financed by a Minecraft co-founder and run by former Armani managers, with Alex’s team running its local operations in Ukraine from 2016 until the licence was revoked and the pandemic closed the skies in 2020. BRAVE — a former nightclub turned business hub with generators, Starlink and a bunker, opened on 1 December 2022. Faktorist — the platform that connects Ukrainian producers to global markets, built in large part during the war.
Through revolution, pandemic, and full-scale war, not everything survived. Of the airline he writes: “It was — without my yet knowing its name — the first true case of bounce forward.”
Where War-Life-Balance Was Born
War-Life-Balance wasn’t designed in a boardroom. It took shape after 24 February 2022, working often by candlelight during the blackouts, with generators as a soundtrack and air-raid sirens interrupting meetings — “a forced evolution of the traditional work-life-balance.”
“This framework wasn’t abstract theory. It was the daily practice of survival and prosperity.” — Everything Will Be OK, chapter 11
It rests on three pillars: infrastructural resilience (the ability to work always, regardless of external conditions), emotional resilience (islands of normality in the chaos, and the 9:00 minute of silence), and strategic resilience (every obstacle as an opportunity for innovation). Its compass is a question: if today were the last day, would I do what I’m doing right now? Read the framework.
The Book: Everything Will Be OK
Everything Will Be OK — Building Bridges Through War, Crisis, and Chaos is Alex Fox’s first book. In his words: “This is not a business manual, nor a treatise on resilience. It is the honest sharing of a journey through revolutions, wars, and rebirths.” Much of it was written during blackouts, by candlelight, between air-raid sirens. Published by Factory FZE.
Fifteen chapters, from Italy in 1991 to the Ukraine Recovery Conference in Rome in 2025; Chapter 16, “The Chapter That Never Ends,” updated online; SofiIA, the first AI native to a book; and a Bridge Certificate that links every copy to a real Ukrainian producer. Written and adapted in English, Italian, and Ukrainian. The eBook is available now on Amazon; the official launch is on 13 October 2026.
The Ecosystem
The book connects to the projects it tells the story of:
Faktorist (faktorist.com) — The B2B marketplace that connects Ukrainian producers to buyers in global markets. An investor called it “the Alibaba of Ukraine.”
UAmbassadors — Readers and members of the diaspora introduce potential clients to Faktorist and share in the profits that follow. Details at everythingwill.be/ok/ambassadors.
SofiIA — The first AI native to a book: she knows every story and every framework in its pages, in more than ten languages. Sofia, from the Greek for “wisdom,” plus IA, the way Italian writes “AI.”
The Bridge Certificate — Every copy of the book includes a real link between you and a Ukrainian producer on the Faktorist platform.