From early ideas to enterprise insights
Dr. Laurence Lock Lee is the founder of Swoop Analytics, a platform that transforms how large organisations understand and improve internal communication. What began with early AI experiments in the 1980s has evolved into a sophisticated tool that reveals the hidden patterns of influence and information flow inside enterprises.
At I2N's Startup Stories, Laurence traced his journey from BHP's Central Research Laboratories to the creation of Swoop. Working with early AI systems, he learned a critical lesson: trust and influence matter more than information alone. This insight shaped years of consulting work through Optimice, where he used social network analysis to map how ideas and decisions really moved through organisations.
But the model wasn't scalable. The turning point came when enterprise collaboration platforms like Yammer exploded in popularity, and companies suddenly needed analytics to make sense of them. Swoop was born to fill that gap.
The first major validation came from an unexpected place: a dashboard created for Westpac landed on the CEO's desk. It proved that collaboration analytics weren't just nice to have - they were essential for understanding how work actually gets done.
At Startup Stories, Laurence demonstrated how Swoop cuts through the noise in overloaded digital workplaces. The platform doesn't just show who's talking - it reveals who's being heard, where influence really sits, and how to make communication strategies actually work in complex organisations.
Rather than selling to IT departments, Swoop partners with internal communication leaders, giving them real-time behavioural insights to guide strategy and drive meaningful engagement.
Top takeaways
- Internal communication is about impact, not just content.
- Information overload costs time, focus and performance across organisations.
- Data reveals true influence - not just who speaks, but who is heard.
- Missed opportunities can still shape the next big idea and pivot.
- Niche focus becomes a competitive strength when serving complex markets.
Since its creation, Swoop Analytics has become the go-to platform for organisations that understand internal communication is a strategic function, not just a broadcast channel. Laurence's journey shows how deep expertise, clear purpose and the right timing can turn decades of research into real-world impact - transforming how global teams connect and work together.
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The University of Newcastle's I2N works with individuals and organisations from across the Hunter region and beyond to turn ideas and challenges into opportunity. As a leading driver of economic and business growth, the I2N cultivates an entrepreneurial mindset that is behind many of the region's most innovative businesses and leaders.
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