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Four engineers who hunt ghosts in data platforms

CRITHINK is a data and AI company. Much of what slows a platform down or swells its bill is work nobody remembers starting. We call it a ghost, and finding it is our favorite part of the job.

founders
4
enterprise data migrations
100+
countries
7
certifications across the team
13

Go on, bust a few

A demo account with six of the ghosts we meet most often. Tap one to bust it.

ACME_PROD · 6 ghostsdemo data

0 of 6 busted

Four founders, one method

No individual bios here. Between us we cover data architecture, Snowflake, cloud platforms, software engineering and industrial systems, and each of us has shipped all of it to production. On an engagement, the work splits like this.

  1. Spots it

    Reads the metadata until the ghost shows up.

  2. Proves it

    Puts a number on it, so nobody has to take our word for it.

  3. Busts it

    Removes it without breaking what depends on it.

  4. Keeps it out

    Leaves the monitors, the tests and a team that knows what to look for.

Yes, there are four of us, like the Ghostbusters. Our ghosts live in data platforms rather than libraries, they cost real money, and they are easier to catch than you would think.

Our story

CRITHINK was started by four engineers who had spent years on complex work in data, cloud, software and industrial systems: for banks, industrial groups and public bodies, and inside one of the large cloud data platform vendors.

Across more than 100 data migrations in 7 countries, and SCADA software running renewable energy plants, we kept seeing the same thing. The industry sold consultants by the day, and the same problems came back once they had gone.

So we built the company differently. We deliver with accelerators we wrote ourselves, we license Snowflake software for the problems that keep coming back, and we train your team to run the platform.

What the name means

CRITHINK is critical thinking, distilled. The name keeps what matters and drops the rest, and every part of the identity comes from the way a good decision gets made.

CRITICAL THINKING loses its excess letters and keeps its essence. The letters that fall away are the part of a brief that doesn't matter.

Four marks, one method

  1. The line over CRIT. The question. We challenge the brief first, so it sits on top.
  2. The shared T. The pivot, where CRITICAL becomes THINKING. Both lines meet at it.
  3. The line under THINK. The foundation. Thinking that can hold weight.
  4. The square full stop. The conclusion. It arrives last, and it always shares the lines' blue.

Ink for the words, Cobalt for the thinking. The question and the conclusion are what stand out, which is why Cobalt stays rare everywhere else on this site.

How we sound

Like the sharp colleague who explains things well: precise, friendly, and always willing to show the working.

  • Clear, not simplistic

    Complex systems, plain sentences. If you can't repeat it, we rewrite it.

  • Rigorous, not rigid

    We check the evidence before we speak, and we say how sure we are.

  • Candid, not blunt

    We tell you what the data says, including when it isn't what you hoped.

  • Approachable, not casual

    Expertise without the jargon wall. Anyone in the room can follow along.

Words we use

  • question
  • evidence
  • reasoning
  • decision
  • build
  • measure
  • trade-off
  • clarity

Words we avoid

  • revolutionary
  • cutting-edge
  • unlock
  • seamless
  • game-changer
  • magic
  • synergy
  • leverage

Our principles

  • We ask before we build

    A week spent on the right question costs less than a quarter spent on the wrong answer.

  • We show our working

    Every finding comes with the query, the numbers and the reasoning, so your team can check it without us in the room.

  • We always land somewhere

    You get a recommendation, and what would change our mind. "It depends" is where we start, not where we stop.

  • We say when it isn't us

    If someone else would do the job better, you hear it from us in the first call.

Tickets we still haven't closed

  1. CRIT-101

    Is SELECT * ever acceptable?Won't fix

    In a sandbox, at 2 a.m., when nobody is watching. Otherwise, no.

  2. CRIT-138

    Who left the XL warehouse running all weekend?Resolved

    Nobody admitted it. The query history did.

  3. CRIT-175

    Does a dashboard nobody opens still count as delivered?In review

    The invoice says yes. The usage logs say no.

  4. CRIT-212

    Has a quick fix ever been quick?Open

    Estimated at ten minutes. Still open.

  5. CRIT-249

    Which one of us is Venkman?Escalated

    Four founders, four candidates, no quorum.

Certifications

  • SnowPro Advanced: Architect · Snowflake
  • SnowPro Core · Snowflake
  • dbt Certified Developer · dbt Labs
  • AWS Solutions Architect Associate · Amazon Web Services
  • Azure Data Engineer Associate · Microsoft
  • Fabric Analytics Engineer Associate · Microsoft
  • Azure Enterprise Data Analyst Associate · Microsoft
  • Power BI Data Analyst Associate · Microsoft
  • Big Data Engineer Mastery Award · IBM Skills Academy
  • AI Analyst Mastery Award · IBM Skills Academy
  • Hadoop Foundations · IBM Cognitive Class
  • Professional Scrum Master · Scrum.org
  • Enterprise Design Thinking Co-Creator · IBM

Tell us what you're trying to fix

It goes straight to the founders. We reply within 24 hours.