About SYNNWERK
Better decisions before bigger investments.
SYNNWERK is an independent research and product practice focused on business investment decisions under uncertainty.
Why we are here
Companies make consequential decisions with incomplete information every day.
New technologies make this harder. AI creates opportunities faster than organizations can reliably evaluate them. Potential value, implementation cost, risk and uncertainty are often mixed together while decisions still need to be made.
SYNNWERK exists to make these decisions more explicit, testable and evidence-based — so organizations can understand what is worth pursuing, what remains uncertain and what to learn before committing more resources.
The system
01
Decision
What are we actually deciding?
02
Assumptions
What must be true?
03
Evidence
What do we know?
04
Investment
What should we commit next?
05
Outcome
What actually happened?
06
Learning
What changes the next decision?
Decision
What are we actually deciding?
Assumptions
What must be true?
Evidence
What do we know?
Investment
What should we commit next?
Outcome
What actually happened?
Learning
What changes the next decision?
Outcomes become evidence for the next decision.
How we think
01
Start with the decision
What are we actually deciding — and what would have to change for the investment to create value?
02
Separate evidence from assumptions
What do we know? What are we estimating? Which assumptions could materially change the decision?
03
Invest in learning
When uncertainty matters, test it before committing substantially more money, people or technology.
04
Learn from outcomes
Compare what was expected with what actually happened and use that evidence to improve the next decision.
What we're building
Tools, models and research for better investment decisions.
We are starting with AI because organizations are currently making a large number of AI investment decisions while evidence, benchmarks and outcomes are still developing. The work begins with opportunity assessment and develops toward understanding expected value, uncertainty, evidence and the next sensible investment.
Follow the research.
See the questions, models and cases behind SYNNWERK's approach to investment decisions.