“The Courage to Finish What You Started”
Entrepreneur, Ironman, and the son of Holocaust survivors, Alex Cooper had long dreamed of publishing a book that shares his "IronCEO" mindset.
Then, he got brain cancer.
In early 2023—weeks after completing his 10th Ironman race—Alex's doctors found a rare, aggressive glioblastoma the size of a clementine.
Alex’s IronCEO mindset kept him going through chemotherapy and radiation: hitting ski slopes before treatments and even joining his radiation team for a half-marathon race, soon followed by an Olympic-distance triathlon with his daughter.
He also leaned into his dream of becoming a published author.
One year ago this week, I opened an email from Alex, who was looking for a book coach and editor. As I reviewed Alex's manuscript, the following passage jumped out:
“Endings are inevitable, even when they're not the kind you want. But showing up in the first place? That's optional. You could sit out your whole life if you're not careful.”
Alex was a man who consistently showed up 110 percent—maintaining resilience, optimism, and gratitude every step of the way.
For several months this year, I guided Alex through a structural edit, then coached and supported his writing to bring his book across the finish line.
His IronCEO Mindset shifted increasingly from themes of grit and determination toward cherishing every single moment of life—especially those spent with the people he loved most: his wife, children, grandchildren, and dear friends.
In June, 2024, Alex finally achieved his dream of publishing his book—just over one month before he passed.
*
This is a tribute post.
Dedicated to one of the most determined, humble, and sincere human beings I have ever had the privilege to know and work with.
THANK YOU, Alex Cooper. IronCEO. Devoted husband, father, and friend.
Thank you for sharing your life’s story and lessons learned along the way.
For trusting me to support your author’s journey and your life’s mission to uplift and empower others.
For radiating such open-hearted gusto that you became a joy to all who knew you. I am so lucky to count myself among them.
Finally, thank you for having the courage to finish what you started—and for showing up in the first place, with gusto.
*
You can buy Alex’s book on Amazon: https://tinyurl.com/mwunkzkf.
All proceeds from book sales will be donated to glioblastoma research.
Special thanks to Beth Winik-Cooper, Alex's wife, pictured here with him.