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Our purpose is innovation for impact
Our mission is to liberate creativity in the service of humanity
Our vision is a world filled with caring, courageous and capable leaders

Crazy Might Work is an award-winning, for-purpose innovation agency, launched in Antarctica.  We work with leaders at all levels to create high-performing teams, transform culture and innovate with impact. Our clients and partners number amongst the most progressive organisations in the world, operating in spaces ranging from intensive care to space itself.

Our flagship programs, NASA 4-D and Leading4Breakthrough® are designed to create the social context for high-performance and future-proof organisations with the creative capabilities identified in the World Economic Forum’s ‘TOP 10 Skills for 2025’. Our Think Tank ideation platform has been deployed in 10 countries and 6 languages and our programs have been used by thousands of aspiring innovators to make an impact through innovation. Clients and partners include governments, space agencies, multinationals, universities and not-for-profits.

So, whether your intention is to differentiate in strategy, people practices, or change the game entirely, our multi-disciplinary approach offers a blueprint for breakthrough. Drawing on the very best of cognitive and social neuroscience, systems thinking, human-centred design, aeronautical engineering, and even game design, our programs have been tried and tested by everyone from governments to goannas.

We are specialist facilitators of collaborative co-design and our team are accredited in a wide range of disciplines, including appreciative inquiry; human-centred design and behavioural neuroscience. Appreciative inquiry builds on existing strengths and amplifies initiatives that are already working in the organisation or community, whilst human-centred design scales these and innovates where there are gaps. Behavioural neuroscience anticipates what may impede adoption at scale and provides a blueprint for positive change. Crazy Might Work has led collaborative co-creation in intensive care, community services, aged care, state, federal and even international government agencies, including the Office of the Future in UAE, the Australian Federal Police and New South Wales Ministry of Health.

Why ‘Crazy Might Work’?

Having a very feasible or plausible chance of succeeding, despite being exceptionally unconventional or outlandish.’.*

Many of the greatest ideas were seen as ‘crazy’ and not widely embraced for decades, so we hold the space for fresh thinking. *Free Dictionary by Farlex.

Meet The Crazy Might Work Team

Chief Combobulator

Paul Hawkins

Prior to founding Crazy Might Work, Paul worked for multi-nationals in over 20 countries, on programs ranging from mergers and acquisitions to global shared services. Crazy Might Work was the first Australian business to be launched in Antarctica in 2015, with a vision of a world led by caring, courageous and capable leaders. Today Paul consults to governments, agencies, multi-nationals and not-for-profits and he is certified in neuroscience, innovation, and appreciative inquiry through the Neuro-Leadership Institute, Stanford and Case Western Universities respectively. He is a facilitator of the 4-D program used by NASA and chairs the board of a community services not-for-profit. Paul is currently completing a doctorate in breakthrough innovation, whilst at the same time preparing for a charity boxing event.

Concierge of Co-Creation

Melanie Farmer

Melanie is a qualified educator.  She launched a digital startup in the UK, creating impetus for her next move into innovation proper. Her decade leading the innovation consulting arm at the University of Sussex innovation centre in the UK led her to co-design hundreds of business models, from the electric car charging post, user-led game design, and more.  Her masters in innovation contributed to awards such as ‘UK Business Incubator of the Year’, ’Queen’s Award for Enterprise’, research impact awards, and keynote addresses at the European Union.  She has transformed academic commercialisation, representing the University sector in keynote addresses, and judged the Eureka Prize.  She is the first Australian businesswoman to qualify in the practice of biomimicry.

Ambassador of Awesome

Rosanna Hawkins

Rosanna is an internationally experienced project manager certified in PRINCE2 methodology.

She is known for mobilising diverse stakeholders to achieve momentum and results.

She is accredited in human-centered design and has sound understanding of what is required to manage complex (e.g. multi-country) projects, having successfully managed global system rollouts, shared service implementations and other strategic programs, in both public and private sectors.


Francois Faure

Francois’ formal education reflects his natural curiosity; A Master of Engineering (Robotics) and a Master of Management (Human Resources & Coaching). He is accredited in The Leadership Circle (TLC) and Life Styles Inventory (LSI) instruments. He is fluent in both English and French. Francois is a skilled facilitator and coach, having worked with senior leaders across the private and public sector, including; Leadership development program for Senior Executives (Deputy Secretaries) of the Australian Federal Government (with Egon Zehnder); senior leaders development program for the World Food Program (UN Agency – recipient of the 2020 Nobel Peace Prize); and executive coaching and individual leadership development as part of the Partner Development program for one of the largest global consulting firms. In 2023 he was accredited by Crazy Might Work to coach the NASA 4-D Leadership Program.

Ingo Susing

Dr. Ingo Susing

Ingo is a highly qualified and experienced leadership consultant, facilitator and coach who has worked collaboratively with boards and senior leaders for more than 20 years.  He is a recognised authority on leadership succession and holds a Doctor of Philosophy from the University of Wollongong, a Masters in Applied Science (Coaching Psychology) from the University of Sydney and a Bachelor of Business from the University of Technology Sydney. Prior to founding Leadership & Succession, Ingo had a 15-year career in investment banking and private equity. He also worked as a principal consultant with Johnson Partners’ Leadership Advisory group where he facilitated large-scale leadership development programs. Ingo has coached and facilitated senior leaders in a large variety of contexts and industries, including public and private sectors. In 2023 he was accredited by Crazy Might Work to coach the NASA 4-D Leadership Program.


Pip Henry-Moore

After 30 years working in senior roles in global organisations, Pip is consulting in the area that she loves most – supporting individuals and teams to be the best they can be.
She combines over 30 years experience in senior Human Resources and business roles with qualifications in Marketing, Positive Psychology and Results-Based Coaching. Her experience has covered a broad range of industries including – Pharmaceuticals, Technology, Professional Services, Manufacturing and Engineering. She loves to explore the world and has lived and worked in Australia, New Zealand, Asia, the UK and the US. Pip completed a Brain-Based Coaching Certification with the NeuroLeadership Institute and focuses on team, leadership and career coaching. In 2023 she was accredited by Crazy Might Work to coach the NASA 4-D Leadership Program. Pip is currently based in Singapore.


James Bawtree

James is passionate about delivering programs to improve the way people and organisation deliver their strategic objectives. He is co-author of The Strategy Implementation Gap, has won a number of awards and has had over 20 years’ experience in all major facets of strategy implementation and program management. James has led holistic and strategic reviews in Australia, NZ, UK, France, Spain and the US including the whole of Queensland Government, New Zealand Government, multiple Federal and NSW Government, six Defence Capability Programs and Defence CIOG twice as well as many banks, engineering and construction and government agencies.


Here’s what our clients are saying about us.

The course was an excellent update on how to catalyse design thinking within a team. I'm planning to pass on to my peers as soon as I can.

Head of MarketingMulti-National Company

It has been a great pleasure working with the Crazy Might Work team. They are knowledgeable and skillful and brought our group along with them with just the right pace and level of group participation.

Chief Executive OfficerJapanese Multi-National Company

Design Thinking is imperative for every business to stay relevant in the current market. The Crazy Might Work team were fantastic and I feel I have a whole new range of tools at my disposal to allow me to create an "Innovative Culture".

Head of SalesMulti-National Company

I highly recommend the Crazy Might Work team to deliver fast-paced and engaging workshops.

Head of OperationsBlue-Chip Organisation

Inspiring and motivating!

Chief Customer Experience OfficerMulti-National Insurer

This program is a practical investment in our Senior Leadership Team.

CFOAged Care Provider

It was a fun and fast way of diving into the methodology and seeing just how powerful the initial question reframe can be!

Finance Manager

Learning how to innovate will make for better outcomes at work and at home.

Head of FinanceAustralian NFP

A great experience working with Crazy Might Work and learning how to share our experiences in a wider team environment.

Human Resources OfficerListed Company