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 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 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 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 a discount on synthetic socks pops up, 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, I will consider the investment».
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.

O vha a tshi khou phuphula tshifanyiso tshoṱhe, a tshi ṱoḓa u pfesesa, a tshi khou ṱoḓa u vhona uri ndi ngani formula dziṱuku:
— «Ngani formula dziṱuku?»
— «Ndi dziṱuku ngauri dzi wanala kha bugu. Fhedzi formula dza ndeme dza mvelelo dzi kha muhumbulo wanga, na a thi ḓi ṱoḓa u dzi ḓivhadza nga murahu ha u saina kontiraka».

Nga tshenetsho tshifhinga, ene muthu uyu a ita zwine inwi, vhahulwane vha masheleni, ni tshi ita nga tshifhinga tshoṱhe musi ni tshi sedzana na tshithu tshihulwane tshine ni sa kone u tshilamula. A ofha. A fhungudza maṱo nga u sa kona, a amba:
— «Ndo vha ndi tshi humbula uri u a sea... U a ḓivha, u sa athu vha o lugela masheleni mahulwane. Iya u shuma kha khonani yanga, u guda vhutshilo, nga murahu ri nga dovha ra amba».

Ndo vala foda nda mu vhudza zwine nda zwi humbula tshifhinga tshoṱhe:
«A thi ḓi ṱoḓa u shumisa vhutshilo hanga kha khonani dza vhaṅwe. Fhedzi humbula ḽeneḽi ḓuvha: no ṱhanga u mpfa masheleni, ngauralo ndi ḓo fhaṱa khamphani yanga nṋe — ndi sa ṱoḓi senthe nthihi kha muthu».

Ho fhela miṅwaha.

MANIFESTO YA NNDU

«Vho amba “hai”. Ndo fhaṱa muvhuso.
Ngauri ndi a kona».

A hu na investimenti nthihi. A hu na tshikwama tsha vhenzha nthihi. A hu na thendelano nthihi.

Tsheledzo yo fhungudzaho

VIA AD ME — a si tshithu tsha u thoma. A ri tshimbili kha mirado yavho ya investimenti, a ri ṱoḓi ngongole dzavho, na vhulangi havho ha vhulanguli a ri ṱoḓi.

✦  A hu na maalgorithimu ane a ṱoḓa u ṱuwa muhumbulo wa muthu.

✦  A hu na mbambadzo, infobizinesi na thikithi dzoṱuku dza masimini.

✦  Nga u fhedzisela: henefha u dzhena a hu rengwe nga masheleni.

Ndi a zwi uri tshifhinga tshoṱhe phindulo ya u thoma ya kapitala ya kale ndi u ṱoda u renga kana u thutha tshithu tshine tshi sa dzheni kha sisiṱeme yayo ya u langa.

Ndi ḓo ni fhelisa kha vhukhakhi hono vhufa: ni songo lingedza na.

U lwa na sisiṱeme ye ya vhumbiwa nga maanḓa a muthu o ṱavhanyiswaho, mbalo yo kunaho na nḓivho yo fhelelaho ya muthu — ndi mushumo une wa ḓo vha na mvelelo dzo vuleaho. Ni ḓo shumisa milioni dzanu kha vhaimeleli vha mulayo, kha u ṱola, kha u lingedza u tsindzihedza, fhedzi tshifhinga tshoṱhe ni ḓo sala ni tshi ima kha gedhe ḽo valwaho ni tshi khou fara foda ya mivhigo isina mushumo. Nga nḓila i fanaho, sa ene murengi o salaho o dzula na tshelede yawe i sa ṱanganedzi.

A nngi ṱavhanya. Vhaṱavhanyi vha ṱavhanya na u suma meno ngauri vha ofha u sala vha na nḓala. Nṋe ndi khou sedza phosho yanu nga u mona na u sea hu pfavhaho ha muthu wa muṱa ane a khou ita ndugisiso yo fhelelaho ngomu hayani hawe.

Arali brand yanu, mufekethi wanu kana ofisi yanu ya muṱa nga tshifhinga tshithihi ya fhela nga u nwa kha tshikwara tsha shango ḽoṱhe tsha dijithale — ni a zwi ḓivha hune knoḽo ya u humbela u ṱanganedzwa i wanala. Ri ḓo ṱola khumbelo yanu nga vhulenda. Khamusi, ri ḓo fhindula na.

Fhedzi zwino — vhulungani mbilu dza vhaṱoli vhanu. Ro vha ṱhogomela na u pindulela manifeḽesto iyi nga nyambo dza 180, uri muṅwe na muṅwe wa inwi a vhale u sea uhu nga lulimi lwawe lwa mbeu.

Nga ṱhonifho i sa shanduki kha tshifhinga tshanu tsho shumiswaho,

Olha Lysenkova (Dronova)

Founder & Creative Director of VIA AD ME