Book Alex Fox
Alex Fox takes the stage at international conferences on War-Life-Balance and economic resilience — with the stories and the framework from Everything Will Be OK.
Alex Fox is an entrepreneur born in Ukraine and raised in Italy. He led the local operations of Ernest Airlines, turned a historic 1882 book factory in Lviv into the OK Factory innovation hub, and founded Faktorist, the platform that connects Ukrainian producers to global markets — built in large part during the war, between blackouts and air-raid sirens. He speaks six languages and lives between Lviv and Italy. Everything Will Be OK, where he sets out the War-Life-Balance framework, is his first book.
In June 2023, after more than a year of full-scale war, he presented Faktorist in a keynote at the Future of Ukraine Summit in Berlin — its first public presentation before an international audience. His talks combine first-hand stories with the practices described in the book.
The three pillars from chapter 11 — infrastructural, emotional and strategic resilience — told through what happened: generators and Starlink, birthdays during the sirens, the 9:00 minute of silence, night shifts from 4 to 8 a.m. And why the approach “works in any context of uncertainty and rapid change.”
How Faktorist came together: weeks of zero sales and the pivot to B2B, a first order of medical clothing to Canada during the pandemic, an investor in the Canary Islands saying “That’s Alibaba of Ukraine,” and the BRAVE hub where the platform took its full form. Exports as foreign currency — commerce as a second front line.
“People who buy from other people. People who sell to other people.” Why technology should free time to live, why there is always a human in the loop, and how the diaspora became a network of UAmbassadors.
Judith Rodin’s idea, lived twice: when Ernest Airlines lost its licence and then the skies closed in 2020, and again after 24 February 2022. Not returning to how things were, but using the shock to become better than before — with the emergency-bag exercise and the question “If today were the last day…?”
“This framework wasn’t abstract theory. It was the daily practice of survival and prosperity.”
“We are indispensable nowhere — but we can be useful everywhere.”
“Not because war is beautiful — war is horrible. But because war reveals who you truly are when everything superfluous is torn away.”
Interested in inviting Alex to your event? Fill out the form below or write to everythingwillbeok@faktorist.com.