Architecture of Silence: Why It Is Futile to Search 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 share price».

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 scent of cold espresso right now. Your trusted analysts, legal departments and private agencies, for indecent cheques, have already spent a sleepless night trying to break down the name Olha Lysenkova (Dronova) 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 quietly 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 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»

For too long you have lived 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 up pops a discount on synthetic socks, and you have called this «progress» in all seriousness.

You have forgotten how to distinguish scale from bustle.

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

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

Wuxuu muddo dheer blaydhinayay, isagoo jahawareersan huurayay oo xisaabta ka cabanayay:
— «Maxay u yihiin qaababka sidaas u aasaasiga ah?»
— «Waa aasaasi sababtoo ah waxaa laga heli karaa buugaagta waxbarashada. Laakiin qaababka muhiimka ah ee guusha waxay ku jiraan maskaxdayda, mana doonayo inaan shaaca ka qaado ilaa heshiiska la saxeexo».

Markaasaa ninkaan sharaflehta ah sameeyay wixii aad, mudanayaal maalgashadayaal, had iyo jeer sameysaan marka aad la kulmaan baaxad aydaan xakameyn karin. Wuu baqay. Indhihiisa si qaldan ayuu u leexday oo wuxuu yiri:
— «Waxaan moodayay inaad kaftanayso... Ma ogtahay, weli diyaar uma aad ahayn lacagta badan. Tag oo saaxiibkay uga shaqee, nolosha wax ka baro, dabadeed waxaa laga yaabaa inaan hadalka ku soo noqono».

Faylka waan xidhay oo waxaan u sheegay wixii aan noloshayda oo dhan xasuusan doono:
«Ma doonayo inaan noloshayda ku qaato saaxiibada dadka kale. Laakiin maalintan xusuuso: waad igu diiday maalgashi, taas macneheedu waa inaan shirkaddayda anigu iska dhiso — anigoo qofna hal sentiba ka qaadan».

Sannado ayaa la soo dhaafay.

MANIFESTO-GA GURIGA

«Waxay yiraahdeen “maya”. Waxaan dhisay boqortooyo.
Sababtoo ah waan awoodaa».

Hal maalgashi midna. Hal sanduuq maalgashi hal-abuur midna. Hal tanaasul midna.

Digniin aamusan

VIA AD ME ma aha bilow shirkadeed. Kama qaybgalno wareegyadiinna maalgashiga, kama qaadanno amaahidiinna, mana danaynno guddiyadiinna agaasime.

✦  Halkan ma jiraan algorithms-ka nuugaya feejignaanta aadanaha.

✦  Halkan ma jiraan xayeysiis, ganacsi macluumaad iyo tikitin jaban oo suuqa ballaaran.

✦  Iyo tan ugu muhiimsan: halkan gelitaanka lacag laguma iibsado.

Waan ogahay in falcelinta ugu horreysa ee raasamaalka duugga ah ay had iyo jeer tahay rabitaanka inuu iibsado ama jebiyo waxa aan ku habboonayn nidaamkiisa isku-duwidda.

Waxaan idinka badbaadinayaa khaladkaas dilaaga ah: xitaa ha isku dayina.

Inaad si toos ah uga soo horjeesato nidaam lagu dhisay xoog shaqsiyeed oo la soo maray, xisaab aan qalad lahayn iyo aqoon buuxda oo ku saabsan dabeecadda aadanaha — waa hawl leh natiijo taban oo la hubo. Waxaad milyankiinna ku bixin doontaan qareenno, baaritaan, iyo isku dayo cadaadis, ugu dambayntiina waxaad istaagi doontaan albaabka xiran oo gacanta ku hayaan warbixinno aan faa'iido lahayn. Sida saxda ah ee maalgashadeeyahaas uu u fadhiistay lacagtiisa go'aansan la'aanta ah.

Anigu ma ihi bahal. Bahallada way degdegaan oo ilkaha way soo bandhigaan, sababtoo ah waxay ka cabsadaan inay gaajaysan yihiin. Anigu waxaan ku eegaa buuqaaga dhoqosho fudud oo naxariis leh, sida gabadha guriga leh oo gurigeeda si qumman u nadiifisay.

Haddii sumcaddaada, warshaddaada ama xafiiskaaga qoyska aad maalin uga daalato inay ku dhex milmaan qashinka dhijitaalka ah ee adduunka — waad ogtahay halka batoonka codsiga aqoonsiga uu ku yaal. Waxaan si edeb leh u eegi doonaa codsigaaga. Waxaa laga yaabaa inaan xitaa ka jawaabno.

Laakiin hadda — ilaali dareenka falanqeeyayaashaada. Waxaan daryeel u sameynay oo waxaan manifestadan u turjumnay 180 luqadood, si mid kasta oo idinka mid ah uu dhoqoshadaas ugu akhriyo afkiisa hooyo.

Iyadoo ixtiraam aan isbeddelin u hayo waqtigaaga qaali ah ee la bixiyay,

Olha Lysenkova (Dronova)

Founder & Creative Director of VIA AD ME