I wish I could sit here and say that a group of us built a strategy, formula, and tried to work it all out – but it was nothing like that. It was organic. It was reaching out to our heroes on YouTube to see if they liked our kit. They loved our kit, they started wearing it and we started to get to know them – and eventually invited them to our events. It was super organic.

Silence is, by definition, an absence—an absence of voice, opinion, and life. It begins so subtly that it often goes unnoticed. We start by withdrawing or withholding our genuine thoughts from conversations, replacing them with what we presume others want to hear.

Remember, no one views themselves as unethical. This is why it's crucial to construct categories that people can identify with. If we, as organizations, continue to treat ethics and compliance training as a mere box to be checked off, individuals will never see themselves in these scenarios.

We are the only species who have taken control of their evolution. We are animals who – one day – had an idea to become better. Billions of us have worked to make ourselves better – that's why we created the concept of God, an entity that is everywhere, that is powerful, that is the master of everything, that gives us a unique model for our society. Now we know God doesn't exist, and so we know we are better than that notion of God.

I've sat in front of the chief ideologue in the Moscow Kremlin, and I remember him saying to us in so many words, that 'you cannot govern Russia unless you have a one-party state: Our job in the Kremlin here and now, is not to recreate the communist party, but it's to recreate the one party which will be the natural choice'.