Snowden, then of IBM Global Services, began work on a Cynefin model in 1999 to help manage intellectual capital within the company.[3][lower-alpha 2][lower-alpha 3] He continued developing it as European director of IBM's Institute of Knowledge Management,[14] and later as founder and director of the IBM Cynefin Centre for Organizational Complexity, established in 2002.[15] Cynthia Kurtz, an IBM researcher, and Snowden described the framework in detail the following year in a paper, "The new dynamics of strategy: Sense-making in a complex and complicated world", published in IBM Systems Journal.[4][16][17]