Lexx Che
Verified
(He/Him)
As seen in:
International Policy Digest,
behance.net,
EBSCO,
Disabled World,
Biz Tech Outlook,
Minute Mirror,
Gfiles,
Kala itu
Covers:
I write about AI, responsibility, culture, power and complex systems. I developed Anti-Coaching and explore how people, institutions and technologies shape decisions, behavior and consequences.
Doesn't Cover:
I don’t cover motivational content, lifestyle advice, self-help trends, personal branding formulas, everyday productivity, generic career advice or topics driven primarily by attention cycles.
Systems Builder | Author | Narrative Architect
This isn't content. It's a coordinate system.
Founder —@DeepDigitalCo & @Black_Field_Co
Interview
What was your first job as a journalist?
Around 2012, before I considered myself a journalist, I was creating viral narratives that reached audiences of up to 10 million within days and spread across major media throughout the CIS — while I remained almost entirely invisible behind them.
Have you ever used a typewriter?
Yes. And I still think the limitations of old tools often produced more deliberate thinking than the unlimited possibilities of modern ones.
How is social media changing news?
Most social platforms are structurally poor environments for serious information: attention, speed, and algorithmic visibility routinely outweigh depth and context. I use LinkedIn, Behance, Spotify, Pinterest, Telegram, and others, but I am also developing an alternative ecosystem built around a different information architecture.
Who's your favorite fictional journalist?
Raoul Duke
What does it mean to be a journalist?
To be a journalist is to observe before judging, verify before repeating, and change the angle when everyone is looking from the same position. It requires intellectual independence, curiosity, responsibility, and the ability to distinguish information from noise.
What's the funniest news-related #hashtag you've seen?
#BreakingNews. Mostly because almost everything is “breaking” now — including stories that have been developing for three weeks.
How do you prefer to be pitched on stories?
Directly and briefly. Give me the core idea, why it matters, what makes it different, and the evidence behind it. I don’t need a polished sales pitch. If the idea is strong, I can see its potential without the packaging.
What tools and software do you use to do your job?
My toolkit changes constantly. Core tools include Adobe Photoshop, ChatGPT, Claude, Google Gemini, Grok, Adobe Firefly, Adobe Express, Leonardo.Ai, Kling AI, and Photoleap, alongside many specialized research, writing, image, video, and production tools. I use different systems for different stages rather than building my work around a single platform.
What's your favorite social network?
Right now, LinkedIn and Behance. Behance remains valuable for serious visual work, while LinkedIn gives me access to an unusually broad professional network. I also criticize LinkedIn extensively — using a platform does not require agreeing with its architecture.
Who do you wish followed you?
A new model of society — one I am currently researching, describing, and gradually turning into an architecture. Not a utopia, but a different framework for knowledge, responsibility, technology, institutions, and human agency.
Why did you become a journalist?
For years, I worked with information through different interfaces, narratives, attention loops, digital systems, and cultural contexts. Journalism became a natural extension of that work — a decision to step out from behind the systems and start writing under my own name.
Did you work for your high school newspaper? If so, what did you do there?
We didn’t have a school newspaper. My closest equivalent was writing essays for literature classes and participating in literature work through the Junior Academy of Sciences of Ukraine (MAN). I was usually more interested in developing my own interpretation than following the expected one.
What story are you most proud of writing or working on?
*Shards of Black Field* — a collection of notes written during the war in Ukraine. They contain the early seeds of what later became Black Field: ideas on systems, responsibility, power, culture, technology, human agency, and the architecture still being built around them.
What advice can you offer to aspiring journalists?
Don’t copy established voices or chase trends. Change the angle before changing the words. Study how thinking works: bias, perception, incentives, systems, and context. Build independent judgment, verify what you can, question your own assumptions, and write only when you have something worth adding.
When's the best time to pitch you?
Anytime. I review strong, relevant pitches as they arrive. There is no fixed submission window — relevance, originality, evidence, and intellectual depth matter more than timing.
What's the best pitch you ever got?
One of the strongest was a narrative architecture project for the Chinese market in 2015. I wrote the scenario and directed the production. The campaign generated billions of media contacts and significant influence, coinciding with a period of major market turbulence and the yuan devaluation.
What's the worst pitch you ever got?
The worst pitches are rarely the ugliest. They are the ones with perfect slides, fashionable language, and no underlying system. If I cannot understand the problem, evidence, responsibility, and execution behind an idea, design will not save it.
What's your favorite drink?
Coffee. Strong, simple, and usually within reach while I’m working.
When you're not at a computer, where are you most likely to be?
Probably still working from my phone. Otherwise, I’m drawing, walking by the sea, or sitting in a coffee shop — usually thinking about something that will eventually become work anyway.
Aside from your own, what's your favorite publication to read?
The Atlantic
What's the most common misperception about your beat?
That complex problems have simple solutions. AI, leadership, strategy, culture, and human behavior are often reduced to tools or formulas. In reality, outcomes emerge from systems: context, constraints, incentives, power, responsibility, and consequences.
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