Alexander Tsypkin: “Great Writer — Not Me”

Editor-in-Chief, Art&Reviews

Alexander Tsypkin on the value of a personal brand — and a bit about theater, literature, and film.

Alexander Tsypkin, writer and scriptwriter, gave a series of brilliant lectures at the Faculty of Journalism at Moscow State University. Alexandra Soropova, the editor-in-chief of Art&Reviews, was among those in attendance. The lecture was so fascinating that she transcribed it word-for-word (almost) — and asked if she could publish it. Tsypkin said yes. Afterward, she also asked him a few more questions.

What makes a great writer?

Well, first off — it’s not me. A great writer is someone who can keep you up all night, unable to stop reading.

Three authors who shaped you the most?

Edgar Allan Poe, Nikolai Gogol, and Victor Pelevin.

Your benchmark author? A personal reference point.

Yevgeny Grishkovets.

What’s a “good text”?

A text that makes your heart ache.

Which films would you recommend?

That’s easy: go through the “Best International Feature” Oscar winners. Those are always excellent choices.

What about plays?

The Last Summer at the Theatre of Nations, The Seagull at the Moscow Art Theatre, and Adler’s Room at the Yermolova Theatre — absolute Everest-level acting.

Why do people go to the theater?

To meet people — on stage and in the audience — and to experience emotions that films or books can’t provide.

Most unforgettable reading experience?

Shantaram. I couldn’t stop. I lost several days to that book.

And from UnprinTSYpled Readings? (meaning Tsypkin’s literary-theatrical project — editor’s note)

The one with Konstantin Khabensky — in a church in America. That’s where we ended up performing. They rented us a church, and we read there.

Have you ever thought about this: our grandparents might have met, at most, 100–150 people in their entire lives. And now? Social media floods us with hundreds of faces daily. You scroll, you swipe — constantly choosing who to follow, listen to, or collaborate with. The swipe effect has become part of our daily lives.

When you encounter not 150 people over a lifetime but 150 per day, your brain starts to recognize — categorizing people. You might ignore a call thinking, “I’ll get back to them later,” and then never do. Not because you don’t want to — but because your brain decided: not important. The same thing happens to you in someone else’s mind.

You might be the person someone else doesn’t feel the need to call back. Because you either bring harm or no benefit, professionally or personally. The brain filters people into “relevant” and “irrelevant.” It’s easy to tell who sees you as valuable — look at how they wish you happy birthday. If it’s just a copy-paste message, you’re not important to them. But if it’s a voice message, a personal video, or a custom message — you matter.

This subconscious sorting system defines the trajectory of your life. You’re chosen — by employers, friends, investors. Why do some people get picked, and others don’t? It’s not always a conscious decision, especially when the candidates are young — you all look the same. However, one person gets chosen and will be chosen again and again. Over time, you’ll notice some peers advancing: great job, great partner, great team. Why? Because they’re being chosen. You’ll see this stratification take shape. Ten years after graduation, it becomes crystal clear. Sadly, these “layers” stop overlapping. Even close friends drift apart — the layers divide them.

So, why do some succeed while others don’t? By the way, success isn’t about money. Money is just an easy indicator. True success can be measured by questions such as: are you happy? Do you fulfill your inner mission? Do you know why you wake up each morning?

People’s minds file you away into mental folders. Whether they remember you depends on whether something about you stuck. We remember people like hashtags — moments, associations. I once asked someone why they replied to me after six years. They said, “Because I remembered you for this one thing.” That’s when I realized: we mentally break people down into components — like products.

I’ve identified twelve such elements. Personal branding isn’t just about image — it’s the architecture of your soul. How we remember someone. What associations they trigger. Each of us carries a dossier in others’ minds — filled in over time. Sometimes it comes down to just one thing: They let me down. Or: They helped me, they took a risk, they were human.

The Art of Personal Branding

12 Elements of a Personal Brand — and How to Manage Them

Alexander Tsypkin

1. Place of Birth

It shapes perception. I rarely say I’m from Moscow — I say I’m from St. Petersburg. It instantly evokes an image: elegance, culture. The same goes for small towns — every place has a story.

Where you’re from is part of your story. Use it. Because when you meet someone who might change your life, it’s not about your résumé — it’s about who you are.

2. Family

I often share stories about my family. People assume I come from a long line of doctors, that I’m refined — because that’s the narrative I tell.

Your family’s past — civil war, WWII, the ’90s — it’s already history. Talk to your relatives. Soak it in. That’s your inheritance.

3. Education

When people ask where I studied, I grin and say: “Same place as Putin and Medvedev.” Instantly, people assume it’s some elite university — even if I was in a different department. The name carries weight.

4. Civic Position

Today, everyone has opinions. If you don’t express any, people assume you’re either dull or afraid. You don’t need to comment on everything — pick your causes.

5. Human Qualities

Write down five of your worst traits — the ones people could hate you for. Then write five best ones — the reasons they could truly love you. Often, your biggest weakness is also your greatest strength.

6. Money

How much do you want to earn? And what are you willing to do for it? Would you work for someone you despise? Sacrifice your personal life?

7. Social Circle

As you grow older, your friends will say more about you than you ever could. Family is obligatory. Friends — they choose to stay.

8. Taste

Music, theater, film, food, fashion — it all matters. The broader your tastes, the easier it is to connect with people. Art literacy is a powerful social tool.

9. Hobbies

Hobbies are undervalued. Globally, they’re vital. On a soccer field or in a dance class, everyone is equal.

10. Erudition

Your future bosses likely came from Soviet schools — with outstanding education. You need to keep up.

11. Russian Language

The world has moved to chats. In chats, there’s no charisma — only language. Your ability to express, react quickly, play with words — that’s power.

12. Communication Skills

You can immediately tell who lights up a room. People read you as a whole.

And as I said in the beginning, it always comes down to one simple question:

“Will this person choose me — or not?”

That’s always either yes or no.

There is no such thing as I don’t know.

Because I don’t know almost always means no.