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Our Story

The name Swanlake is a tribute to bringing human creativity and mathematical models together to make a better world, decision by decision.

‘Swan’ refers to the concept of a ‘black swan’, popularized by Nassim Taleb. A black swan is a highly improbable event that is difficult to predict but has a massive impact that changes people’s worldviews. But as in business, there are other kinds of swans in the lake, too. 


Ordinary white swans represent business as usual. ‘Dirty white swans’ (a term coined by professor Claudia Zeisberger and investment expert David Munro) are events that are surprising only because of cognitive and human biases, such as ignoring warning signs and dismissing historical events.  A ‘red swan’ (a term invented by catastrophist Gordon Woo) is a probable event that could create a significant impact, but eventually does not happen.

We believe that by combining human creativity with mathematical models, we can start managing the uncertainty represented by all kinds of swans in the lake – and even shape the world with our own swans.


Swan lake is also a well-known ballet that year after year can amaze, excite and touch humans around the world. Like musicians, ballet dancers, and other production crew, we believe that practice makes perfect and is the key to delivering an unforgettable performance. That is why we, as a company, believe in rigorous approaches, a disciplined way of working, and seamless teamwork without forgetting emotions and valuing the unique background of each us.


Meet Eeva

+358 50 552 7502


Eeva Vilkkumaa, Co-founder, partner


"The use of expert judgment makes it possible to build decision support models with longer planning horizons: objective, observation-based data is inherently backward-looking and is therefore of little use if the process through which such data is generated changes due to a regime shift or some disruptive event."  



Eeva Vilkkumaa (Dr. Sc.(Tech.)) is an assistant Professor at Aalto School of Business and has years of experience in modelling business uncertainties and developing mathematical models to support decision-making.  She is a market pioneer in helping executives to create future-proof strategies and robust action plans.    

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Meet Niina


+358 40 546 2335

Niina Uusi-Autti, Co-founder, CEO

"I believe the reason why companies struggle with Strategy is the lack of options.  In strategy work, our approach help companies to identify options they didn’t see before. Understanding alternative futures, unveils arising opportunities."   



Niina is an experienced business leader and strategist.  She has more than a decade of experience of sparring corporations from variety of industries in new business growth, strategy, data-driven decision making and business transformations.


Prior founding her own company,  Niina has had several leadership positions and P&L responsibilities as part of management team.   

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Meet Petri

+358 40 801 8555


Petri Rikkinen, Co-founder, partner


"Best performing companies take active role in shaping the markets on their benefit. Great visions tend to come true, just because people start acting according to them."  


Petri Rikkinen is an experienced strategist with 20 years of experience. During his career, Petri has worked in different industries with 30+ multinational companies creating strategies, agile cultures and new business concepts.  


He helps executives in generating co-creative foresight for their endeavours in user-driven innovation and decision intelligence.   

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