Alex Book is a Co-Founder and Chief Strategy Officer at ARCADE XR. Colleagues describe them as "Wise and hairy, Alex has a curious and precise mind which is relentless when focused on an interesting problem. He’s a natural presenter too, which means he can strategise the approach, master the process and whip the designers into shape, before actually then getting on the plane to sell the tea to China." and "Alex is an insightful Strategist with inspiring, well grounded ideas and enough people skills to get them embraced on the client side. Always ready to contribute fresh thinking, enthusiastic about the task at hand and very toughtful - he is a pure pleasure to work with. You can fully trust him with your Brand, whether launching from a scratch or moving to a new level."