добро утро, What is Pyramid?
The Scheme Vol. 1, Ed. 5: A water birth.
Back in 2022, right before Russia invaded Ukraine, I had gone home to see my mom’s family, and my uncle had handed out T-shirts with the proper spelling of their last name (my mom’s maiden name): рыба or Fish. My maternal grandpa had been a bit of a mystery in his lifetime, but slowly, my uncle and now my brother spent time figuring out the exact lineage: Russian, Belarusian, or Polish. I brought my shirt back to Brooklyn and thought I’d sport it on my walks around the Coney Island/Brighton Beach boardwalk. But then the invasion happened, and suddenly everything was anti-Russian, so I folded it up and put it in storage.
The following year, I joined a gym in South Brooklyn, mostly run by former Soviet athletes. I was in search of a pool, and it was a dream to find. I didn’t think about how much I would love my new community of mostly expats from Russia, Ukraine, and Belarus. On most days, I’ll rise at 4 to make it to the pool for an open swim. This means that the first thing I hear when I step into the world is добро утро or dobro utro! Dobro utro! Dobro utro! Dobre utro! At first, most of our fellow swimmers were skeptical of my husband and me, clearly not fluent in Russian and unable to engage in the morning gossip. But it didn’t take long for them to take a liking to us; mostly, I believe, because all of the ladies over 70 are in love with my husband. (When he skips a swim, I hear “Where is your husband?!”)
I have always been at home in the water thanks to my mom (the Fish). I started in competitive swimming young and later switched to competitive diving. On Tuesdays and Fridays, if we choose to swim, it means we train alongside the young swimmers, again mostly the children of expats, who are training for competitions as serious as the Junior Olympics. Observing their practices reminded me that ex-Soviet sports training is truly a love language for me. It can go too far, but when it’s boundaried, it’s the best. I love the alchemy of reverence and intensity. The sheer commitment to transcend one’s own physical limitations. I see it as another form of prayer.
Swimming is where I do my best thinking. I wear earplugs so it’s immensely quiet for one hour, no noise except that of the water. It allows me to hear my thoughts and workshop most of my day. I write most of my newsletters while I’m lap swimming, only to transcribe them when I’m out.
So it makes sense that Pyramid was born in the water. It was April 25, 2024. I was lap swimming.
If you followed along with my journey over at Ask Holly How, you would have heard me talk about my desire to one day open a school. I started planning this school in earnest back in 2019. I have always known that we are lacking modern business education. That most programs out there are antiquated and not aligned with who the modern entrepreneur actually is or wants to become.
On April 25th, 2024, I was in the water and noodling about what this school could be. Everything I’d tried up to that point felt too bland. I didn’t want to make another business program, another online academy. Nothing felt worthy of what I actually wanted to create: something that could unify creativity and commerce in a way that honored both.
I was doing freestyle in the deep end when, right before touching the wall, I dove the way I used to in my competitive diving days, hitting the bottom of the pool (it makes my husband roll his eyes). And in that descent, it came to me.
The business triangle had been my framework for over a decade. But suddenly I saw its limitation as something you looked at, something you worked with as a tool. What if instead of working ON a triangle, you could step INSIDE one? (Reverse of the E-myth!) What if there was a three-dimensional space that could actually hold you—the entrepreneur—and hold your entire business?
Task managers hold your time. Project management software holds your tasks. But nothing holds the company itself. Its essence. The bridge between you as an entrepreneur and the company you create: your vision, your values, your purpose, and every decision that flows from them.
The word surfaced with me: Pyramid. A triangle brought to life. And
sacred—da Vinci, Egypt, Hilma af Klint. A form that’s held meaning across centuries and civilizations.
I showered, hopped into my car, and before I pulled out of the parking lot, I secured the domain: Pyramid.work. This would be the school. The next evolution of this work.
Little did I know what a journey it would be! And now I’ll start sharing it with you. All of the twists and turns of the last two years and what’s on the horizon for 2026. The Scheme will be dedicated to what it’s like to build something now. And because when I’m right, I’m right, I’ll close by saying that Pyramid, like both the teams in the Super Bowl is a study of what it’s like to go on a journey:
In so many cases of great careers, there are great acts of humility, humiliation, and courage to leave the place you call home to believe in yourself enough that you can step way outside your comfort zone and try something new….
TWO FREE EVENTS IN FEBRUARY!
Substack Live with Frederick Woodruff
Wednesday, February 18th at 1 pm-2 pm ET
I’m bringing in one of my favorite astrologers to help you understand what Saturn-Neptune in Aries actually means for entrepreneurs, leaders, and anyone building something that matters.
Frederick Woodruff will give you the context: What’s this cycle we’re entering? What does it mean when dreams hit reality? Why does this moment favor independent builders over institutional followers? You can listen to the conversation I had with Frederick last year here.
Tune in on the 18th where Frederick will lay out the weather report for us and be ready for the 19th!
The Delta Workshop: Making Decisions at the Crossroads
The day after we understand the cosmic context, we’ll learn how to use it.
Saturn-Neptune in Aries is going to ask you hard questions. When your dream hits financial reality, how do you decide? When your vision meets operational constraints, what do you do? When there’s no right answer, only your answer, how do you choose? I’ll help you bring yesterday’s newsletter to life for you. You too can think like a Nobel Prize-winning economist.
We’ll work with real decisions. We’ll see you at the crossroads: real moments where dreams meet discipline, and you need to know what YOU would do, not what someone else thinks you should do.
This workshop will give you:
The Purpose-Values-Vision framework for decision-making under uncertainty
How to use your values when you’re questioning “best practices.”
Why your practices, not “best practices,” are what will carry you through the next era.
Location: Zoom
Date: Thursday, February 19th, 12 pm-1 pm ET**
What to bring: A real decision you’re facing right now, something where your dream is meeting reality, and you’re not sure how to choose. It could be about pricing, partnerships, pivoting your offer, saying no to an opportunity, or anything else where there’s no clear “right answer.” We’ll work with live examples. Please bring your purpose, values, and vision as well.
RSVP: This is a free event; please email me holly@pyramid.work (or just respond to this email) to register. I will send out the Zoom link the week of the event.
**If you attended January’s workshop and set your metrics for the year, you can also stay after to share progress or check in on accountability. We will set aside 30minutes for this. If you missed January’s workshop but still want to complete the worksheet, you can do so here.
The cosmic weather shift is upon us! I hope you’ll join us for some fun sessions and serious skill-building.