Alexander Tola of NYC, Miami, Scottsdale on Life, Lessons & Legacy

We recently had the chance to connect with Alexander Tola and have shared our conversation below.

Alexander, a huge thanks to you for investing the time to share your wisdom with those who are seeking it. We think it’s so important for us to share stories with our neighbors, friends and community because knowledge multiples when we share with each other. Let’s jump in: What do you think is misunderstood about your business? 
People often think we’re just a website company, but after 20 years in this business, I know it’s so much more. My team and I host thousands of brands and their systems, keeping them running smoothly, helping them reach more people, and pushing them to grow in ways they never thought possible. That depth of experience gives us an edge you can’t buy.

In today’s world, you can pay someone to do the work, but you can’t pay them to care. We do. That’s why it works. That’s why it pops.

Can you briefly introduce yourself and share what makes you or your brand unique?
I’m Alexander Tola. I spent 15 years as a broadcast engineer at the United Nations in New York, where I first conceived the idea that became Website Store. What began as a way to build websites has evolved into a full-stack agency helping businesses connect their tools, systems, and strategies to run more effectively.

I’m a dad, entrepreneur, and futurist who thrives on new technology. Over the past 20 years, I’ve worked with thousands of brands from family businesses to law firms, medical spas, and fashion houses—all tied together by a focus on detail and work that truly matters.

Today, I’m also building an AI lab to test how live systems adapt to new technology, because the future is unfolding in real time—and I intend to help shape it.

Appreciate your sharing that. Let’s talk about your life, growing up and some of topics and learnings around that. What part of you has served its purpose and must now be released?
For a long time, I thought I had to do everything myself, and coming from a broadcast engineering background, perfection was the standard. That discipline shaped me, but it also made me hold on too tight. In business, I’ve learned that chasing perfection or trying to do it all alone can hold you back. Early on, playing it safe helped me survive, but it won’t help me grow into what’s next. The part of me that needs control, flawless outcomes, and safety has served its purpose. Now it’s about trusting my team, taking bigger swings, and letting the work breathe. That’s where the real growth happens.

If you could say one kind thing to your younger self, what would it be?
I’d tell my younger self to take every other gig instead of all of them. Leave space for growth, learning, and family, because being busy can be a trap. And when you do take the gig, charge double what you think you’re worth, because your time and energy are worth more than you realize. The work will always come, but the real growth happens in the space you create for yourself and the people you love.

Sure, so let’s go deeper into your values and how you think. What are the biggest lies your industry tells itself?
The biggest lie in this industry is that Wix, Squarespace, Shopify, or any of the so-called free AI site builders are a real solution. They sell the dream of cheap and straightforward, but the truth is you will never see one of their sites rank on page one in any serious market. The way their shared hosting and indexing work locks you out before you even start. What appears to be saving money in the beginning actually costs you far more in lost sales down the line.

On top of that, most of the AI “solutions” being pushed today are nothing more than get-rich-quick schemes. They churn out what I call AI slop, generic, low-quality systems that look flashy in quick ads but never actually perform in the real world.

It’s all a trap, and the worst part is that most people don’t realize it until it’s too late.

Thank you so much for all of your openness so far. Maybe we can close with a future oriented question. When do you feel most at peace?
During the pandemic, I spent 100 days on Peanut Island, social distancing on my boat. It saved me mentally and brought me closer to God. That time changed me and shaped the life I live now. My answer is simple, I feel most at peace when I’m there, silent, taking in the beauty of nature and the energy that place carries. The current moves vigorously with the moon, and I can feel that flow running through me. It’s where I remember who I am, and it’s where I find real peace.

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