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 about 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 smell 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 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 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 fuss.

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 smirked condescendingly: «Write a business plan, and I will consider the investment».
I wrote it for two weeks. At night, without any help, after exhausting days of work. I placed before him a tome of 68 pages — with a full structure, calculations and formulas.

U tlangile ndzulamelo hi nkarhi wo leha, a hlamala hi ku hlamala, a vavanyisa tinhlayo:
— «Hikwalaho ka yini tifomula leti ti ri ta masungulo?»
— «Ta masungulo hikuva ti kumeka eka tibuku to dyondza. Kambe tifomula ta nkoka ta mpumelelo ti le enhlokweni ya mina, naswona a ndzi nga ta ti paluxa ku fikela loko ku sayinwa kontiraka».

Kutani jaha leri ri endle leswi mi nga ta swi endla nkarhi hinkwawo, vafumi va mina, loko mi hlangana na mpimo lowu mi nga swi koteki ku wu lawula. Ri chavile. Ri tlheriserile mahlo hi ku chava, ri ri hi ku nonoka:
— «A ndzi ehleketa leswaku u ri ku hunguta... U swi tiva, a wu si lulamela mali yo tala. Yana u ta tirha eka munghana wa mina, u ta dyondza vutomi, kutani endzhaku, kumbexana, hi ta tlherisela eka mbulavulo».

Ndzi pfalele fayili ndzi ri eka yena leswi ndzi nga swi rivala vutomi hinkwabyo:
«A ndzi nga ta tirhisa vutomi bya mina eka vanghana va van'wana. Kambe tsundzuka siku leri: u ndzi alerile vufumi, hikwalaho ndzi ta aka khamphani ya mina ndzexe — ndzi nga teki sendi ni yin'we eka munhu».

Malembe ma hundzile.

MANIFESTO YA YINDLO

«Va ri “e-e”. Ndzi akile mfumo.
Hikuva ndzi swi kota».

Ku hava vufumi ni byin'we. Ku hava xikwembu xa vufumi. Ku hava ku pfumelerisana.

Xitsundzuxo xo miyela

VIA AD ME a hi xitartup. A hi tlangi eka tindzima ta nwina ta vufumi, a hi teki swikweleti swa nwina naswona a hi swi navela swikhomiti swa nwina swa vufambisi.

✦  Laha a ku na tialigorithimi leti khuhelaka nyingiso wa munhu.

✦  Laha a ku na xihangalasa, infobiznisi ni matikiti yo tshika eka makete ya vanhu hinkwavo.

✦  Naswona swa nkoka: laha nghena a yi xavisiwi hi mali.

Ndza tiva leswaku maendlelo yo sungula ya xifuva xa khale i ku lava ku xava kumbe ku phula leswi swi nga ngheneleki eka sisiteme ya wona.

Ndzi ta mi ponisa eka xihoxo lexi xi nga heriki: mi nga ringeti.

Ku lwa ni sisiteme leyi yi akiweke hi matimba ya munhu hi xiyexe, tinhlayo leti nga riki na xihoxo ni vutivi byo hetiseka bya mbilu ya munhu — i ntirho lowu wu nga ta va ni mbuyelo wo biha. Mi ta tirhisa timiliyoni ta nwina eka tihlanganisi, eka ku kambisisa, eka ku ringeta ku sindzisa, kambe emakumu mi ta sala mi yimile erixakeni leri pfariweke mi khomile fayili ya tipapila leti nga pfuniki nchumu. Hilawu hi ndlela leyi muvekisi loyi a saleke a tshame ni mali ya yena leyi a yi nga tiyisisiwanga.

A ndzi ximanga. Swivumbiwa swa ximanga swi hlupha ni ku komba meno hikuva swi chava ku sala swi ri na ndlala. Mina ndzi languta mpfumawulo wa nwina hi ku n'wayitela hi ku olova ni ku titsongahata ka n'wini wa yindlu loyi a hleriweke ndlela yo tenga endyangwini wa yena.

Loko brand ya nwina, fakitiri ya nwina kumbe ofisi ya nwina ya ndyangu siku rin'wana yi tika hi ku mbahama endzeni ka thyaka ra dijitale ra misava — ma tiva laha ku nga ni bato ro kombela ku amukeriwa. Hi ta languta xikombelo xa nwina hi xichavo. Hambi hi nga hlamula.

Kambe sweswi — hlayisani mianakanyo ya vahlalutyi va nwina. Hi va hlayisile naswona hi hundzuluxile manifeste leyi eka tindzimi ta 180 leswaku un'wana ni un'wana wa nwina a hlaya ku n'wayitela loku hi ririmi ra yena ra le kaya.

Hi xichavo lexi nga cinciki eka nkarhi wa nwina lowu tirhisiweke,

Olha Lysenkova (Dronova)

Founder & Creative Director of VIA AD ME