As educators and practitioners of strategic innovation, we equip and inspire people and organisations to innovate where it matters most!

“Businesses that have a strategic focus on innovation outgrow those that don’t by 10% per anum.”

– Mark Cully, Australia’s Chief Economist

We work with organisations to solve their most intractable challenges by unleashing human creative intelligence. The Crazy Might Work methodology is called Disruptive by Design® and it is a multi-disciplinary approach that draws on anthropology, neuroscience, systems and design thinking, as well as a curated toolkit, courtesy of our partners, including Gartner, Connective Intelligence, ExperiencePoint and others. We would love to work with you and your organisation to co-create disruptive, game-changing solutions in spaces that really matter!

More on our origins and approach

Crazy Might Work launched in Antarctica in January 2015 on a Russian icebreaker, celebrated with a 20-year-old whiskey and 10,000 year old ice!.



1. Mad

2. Extremely enthusiastic

3. Appearing absurdly out of place or unlikely

Many of the world’s greatest ideas started off as crazy and some were not accepted for decades, so we understand that our innovative approach is not for everybody. 

Some may even call us crazy!

Meet the crazies who live and breathe innovation…

Paul Hawkins

Chief Combobulator

Paul is the founder and Chief Combobulator of Crazy Might Work. He is accredited to deliver IDEO simulation and has trained in innovation at the Centre for Creative Leadership in Brussels, IDEO in San Francisco and through Stanford d.School in Palo Alto.

Paul has advised and consulted on bids and transactions approaching $20 billion and worked in over 20 countries. He sits (and sometimes stands) on several boards (both for-profit and not-for-profit).

Rosanna Hawkins

Ambassador of Awesome

Rosanna is our Ambassador of Awesome. She has worked internationally in over 10 countries, in senior finance, business improvement and strategic project and program management roles.

She speaks English and Italian fluently and is conversant in both French and Spanish. Rosanna is the operational, organisational and financial powerhouse of our business and our resident expert in all matters fashion and food!

Melanie Farmer

Concierge of Co-Creation

With a Bachelor of Teaching and a Masters in Marketing Innovation, Melanie has built innovative businesses in Australia, Singapore, the UAE and the UK.  In recent years, she has worked in senior management in universities serving the research and innovation needs of partners across a wide range of disciplines, including agriculture, space, mental health, climate and transport.  She has earned recognition for her cultural turnaround initiatives and has significant experience in optimising customer service, sales and operations.  Melanie doesn’t mind a bit of drama and landed several stage roles in London following completion of an acting diploma.

Dr. Alicia Fortinberry

Dr Alicia Fortinberry is a globally acclaimed speaker, best-selling author, facilitator and advisor.  Alicia empowers leaders to align their strategy and culture to what really matters to people.  

With her partner Dr Bob Murray, Alicia received the highly prestigious American Science Achievement Award and was appointed to head the US government’s comprehensive national work stress initiative.

Dr. Bob Murray

Bob Murray, MBA, PhD is an internationally recognised expert in strategy, leadership, influencing, human motivation and behavioural change.

Bob’s insights are based on his wide experience in business as well as his deep knowledge of research in the areas of management, psychology, genetics and neurobiology.