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

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«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.

In your office on Place Vendôme, in Zurich or on Sand Hill Road, there is surely a faint scent 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 down the name Olha Lysenkova (Dronova) into familiar 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.

To search 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 quietly make jam in the suburbs, take their children to school or have an impeccable manicure. But the one who overturned your chessboard, you will not find on any Forbes list. Because lists of wealthy 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»

You have lived too long in the illusion that the world belongs to those with more glass floors, 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 pops up 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 complete structure, calculations and formulas.

Nws tau nyeem nws ntev ntev, xav tsis thoob thiab thuam cov kev suav:
— «Vim li cas cov qauv no yooj yim heev?»
— «Yooj yim — vim lawv nyob hauv phau ntawv kawm. Tab sis cov qauv tseem ceeb ntawm kev vam meej nyob hauv kuv lub taub hau, thiab kuv yuav tsis qhia lawv kom txog thaum kos npe rau daim ntawv cog lus».

Thiab ces tus txiv neej no ua yam uas nej, cov txiv neej nqis peev, ib txwm ua thaum nej ntsib qhov loj uas nej tswj tsis tau. Nws ntshai. Nws tsis zoo siab tig qhov muag thiab hais nrov nrov:
— «Kuv xav tias koj tsuas yog tso dag... Paub tias, koj tseem tsis tau npaj rau cov nyiaj loj. Mus ua hauj lwm rau kuv tus phooj ywg, kawm txog lub neej, thiab tom qab ntawd tej zaum peb yuav rov los tham».

Kuv kaw lub nplaub tshev thiab hais rau nws yam uas kuv nco txog tag kuv lub neej:
«Kuv yuav tsis siv kuv lub neej rau lwm tus phooj ywg. Tab sis nco ntsoov hnub no: koj tsis kam nqis peev rau kuv, yog li kuv yuav tsim kuv lub tuam txhab kuv tus kheej — tsis yuav ib lub xu ntawm leej twg».

Ntau xyoo dhau los.

TSWV LUS NTUAB TSEG

«Lawv hais “tsis”. Kuv tsim lub teb chaws loj.
Tsuas yog vim kuv ua tau».

Tsis muaj ib qho peev. Tsis muaj ib lub koom haum peev. Tsis muaj ib qho kev sib haum xeeb.

Kev ceeb toom ntsiag to

VIA AD ME — tsis yog ib lub tuam txhab tshiab. Peb tsis ua si hauv nej cov kev nqis peev, peb tsis yuav nej cov nyiaj qiv thiab peb tsis txaus siab rau nej cov pawg thawj coj.

✦  Ntawm no tsis muaj cov txheej txheem uas rub tib neeg lub siab.

✦  Ntawm no tsis muaj kev tshaj tawm, kev lag luam ntaub ntawv thiab daim pib pheej yig rau cov lag luam loj.

✦  Thiab qhov tseem ceeb: ntawm no kev nkag tsis muag rau nyiaj.

Kuv paub tias thawj qhov kev xav ntawm cov peev txheej qub yeej ib txwm yog lub siab xav yuav lossis rhuav tshem yam uas tsis haum rau hauv nws txoj kev xav.

Kuv yuav cawm nej dim ntawm qhov kev ua yuam kev loj no: txawm tsis txhob sim li.

Mus tawm tsam lub kaw lus uas tau tsim los ntawm lub zog ntawm tus kheej uas tau raug kev txom nyem, kev suav lej zoo kawg nkaus thiab kev paub tag nrho txog tib neeg lub siab — qhov no yog ib txoj haujlwm uas yuav poob nyiaj tas. Nej yuav siv nej cov nyiaj lab los rau cov kws lij choj, rau kev tshuaj xyuas, rau kev sim thawb, thiab thaum kawg nej yuav tseem sawv ntawm lub rooj vag kaw nrog ib daim ntawv teev npe uas tsis muaj txiaj ntsig. Ib yam li tus neeg nqis peev ntawd tseem zaum nrog nws cov nyiaj uas tsis tau txiav txim siab.

Kuv tsis yog tsiaj qus. Cov tsiaj qus ntxhov siab thiab qhia hniav, vim lawv ntshai tias yuav tshaib plab. Kuv saib nej lub suab nrov nrog luag nyav me ntsis, zoo li tus tswv tsev uas nyuam qhuav tu nws lub tsev kom huv si.

Yog tias nej lub hom lag luam, nej lub chaw tsim khoom, lossis nej lub chaw ua haujlwm tsev neeg muaj ib hnub dhuav kev poob rau hauv lub qhov khib nyiab digital thoob ntiaj teb — nej paub tias qhov chaw thov kev lees paub nyob qhov twg. Peb yuav saib nej daim ntawv thov nrog kev hwm. Tej zaum peb yuav teb thiab.

Thiab tam sim no — khaws nej cov kws tshuaj xyuas lub siab kom zoo. Peb tau saib xyuas lawv thiab tau txhais daim ntawv tshaj tawm no ua 180 hom lus, kom txhua tus ntawm nej nyeem qhov kev luag nyav no hauv nej hom lus.

Nrog kev hwm tsis hloov rau nej lub sijhawm uas tau siv,

Olha Lysenkova (Dronova)

Founder & Creative Director of VIA AD ME