Architecture of Silence: Why It Is Useless to Look for Us

✦  ⚜  ✦

«True power never knocks on closed doors. It simply changes the locks throughout the entire building while the inhabitants argue over the price of shares».

I know the expression on your face as you read these lines right now.

In your office on Place Vendôme, in Zurich or on Sand Hill Road, there is surely a faint smell of cold espresso right now. Your trusted analysts, legal departments and private agencies, for indecent fees, have already spent a sleepless night trying to break the name Olha Lysenkova (Dronova) down into the usual formulas: Whose trust is this? Which fund stands behind the scenes? Who is this mysterious Dronov, and in which offshore havens should one look for traces of the syndicate?

Put down the phone, gentlemen. Drink some water. You will find nothing.

Searching for a woman with a double surname through the closed databases of the old world is an entertaining pursuit, but an extremely ruinous one for your budget. You will find hundreds of women who calmly make jam in the suburbs, take their children to school or give themselves an impeccable manicure. But the one who overturned your chessboard, you will not find on any Forbes list. Because lists of rich people are a vanity fair for those who need to prove their worth to other people's banks.

A lesson for old conglomerates and «generous investors»

For too long you have lived in the illusion that the world belongs to those with more floors of glass, longer compliance chains and louder marketing departments. You have herded people into your digital reservations, where between a condolence photograph and a painting from the Louvre up pops a discount on synthetic socks, and you have called this «progress» in all seriousness.

You have forgotten how to distinguish scale from fuss.

Once, a wealthy man with a patronizing smile asked me what gift I would like to receive. Men of your circle usually expect predictable feminine whims: another handbag, a piece of jewelry or a new phone to replace a broken one.
I looked at him and calmly replied: «I want to found my own company».

He smirked condescendingly: «Write a business plan, and I will consider investing».
I wrote it for two weeks. At night, without any help, after exhausting daytime work. I placed before him a 68-page tome — with a full structure, calculations and formulas.

Oo juu jammaani e makko, o wuli e ɗaɓɓitagol:
— «Ko waɗi formulaji ɗii ko jaɓɓorɗe?»
— «Jaɓɓorɗe — sabu ina keɓee e deftere. Kono formulaji mawɗi baawɗe nguurndam ina ngoodi e hoore am, mi yejjitaani ɓeydude ɗi haa siñaa kontaraa».

Ndeen gorko oo waɗi ko onon, yo jom en kaalis, mbaɗata saɗɗi: o hulii. O ɗaɓɓi gite makko, o wuli:
— «Mi sikki ina njala. Anndaa, a heɓaani kaalis mawɗo. Yah gollu to sehil am, janngu nguurndam, ndeen mbela en ngartoto e yeewtere ndee».

Mi udditi dosiyee oo, mi wi'i mo ko mi teskii nguurndam am fof:
«Mi yiɗaa bonnude nguurndam am e sehilaaɓe woɗɓe. Kono tesko ñalawma oo: a salii mi kaalis, ko ɗum woni mi mahat kompañi am e hoore am — mi heɓaani sentime gooto e neɗɗo».

Duuɓi ɗiɗi ɓennii.

MANIFESTO SUUDU

«Ɓe mbi'i “alaa”. Mi mahii laamu.
Sabu mi waawi tan».

Alaa kaalis gooto. Alaa fonda venture gooto. Alaa nanondiral gooto.

Tintinol deƴƴungol

VIA AD ME wonaa startup. Min ndewataa e raunduuji kaalis mo'on, min njogataa loan mo'on, min njiɗaa kadi diisnondiral mo'on.

✦  Alaa ɗoo algoritmji ɓurtooji hakkille aade.

✦  Alaa ɗoo jeeygol, infobusiness e tikke tooɓe e mass-market.

✦  E ko ɓuri mawnude: ɗoo naatgol ngoɗngol yeeyetaake kaalis.

Mi anndi wonde wonde ko jaabawol adannde kaalis ɓooyɗo woni ko yiɗde soodde walla firtude ko wonaa e nder yuɓɓo makko.

Mi hisnay on e ndee goofal mawngal: wata on etoo hay so.

Yahde e luure e dow yuɓɓo ndo mahiraa e doole neɗɗo tiiɗɗe, hiisa moƴƴo e ganndal timmungal e neɗɗaagu — ɗum ko golle ɗe njeñtudi mum woni pooɗe. On nafata miliyoŋaaji mon e awokaaji, e ƴeewndo, e etooje doole, e joofnirde on ndaraa e damal uddungal e ɓuuɓri jaaynde ɗe nafataa. Wano o soodowo o jooɗii e kaalis makko ɗo hulɓini.

Mi wonaa ñaamƴoowo. Ñaamƴooɓe ina ngulla ina njiyra ɓalli sabu kulol wonde ɓe ngoɓa. Mi ndaara hewre mo'on e mbaadi hoyre, weltiiye jom suudu mo laɓɓini galle mum timmungal.

So marke mo'on, maufaktir mo'on walla biro galle mo'on ɓooyii yoolde e nder ɓuuɓri dijitaal aduna — on anndi ɗo butoŋ ɗaɓɓugol jaɓgol woni. E nder teddungal men ƴeewoto ɗaɓɓere mo'on. Womre, men jaaboto.

E jooni — reenee ɓerɗe ƴeewooɓe mo'on. Men tiiɗnii e maɓɓe, men firti ndee manifesto e ɗemɗe 180, yo kala e mo'on janngu ndee weltiiye e ɗemngal mum.

E nder teddungal duumotngal e waktu mo nafuɗon,

Olha Lysenkova (Dronova)

Founder & Creative Director of VIA AD ME