Charlotte Mawle

Charlotte Mawle

Director, Coach & Mentor

I’m a dedicated change professional with over 20 years’ experience in a range of industries, including information technology, mining, not-for-profit organisations, health care, and government.

I understand the challenges of ‘managing’ change across cultures having worked on global projects in Australia, France, the UK and USA. I have led change teams on global SAP implementations as well as cultural change programmes in areas such as health and safety.

I am passionate about ‘doing change differently’ and a strong supporter of leading and managing change using a Lean approach using tools from many disciplines including Agile, with a focus on co-creation and continuous feedback.

Improving the capability of organisations to embrace change and deliver effective organisational transformation is, I believe the key to future success. I enjoy working in partnership with organisations to grow and develop their internal change strategy and capability, and embed a culture of change within their business.

I moved from the UK to Perth, Western Australia, in 2007. After working as a Change Manager for several years I started Change Optimised in 2015.

In addition to my Masters’ Degree in Management Development and Training, I am a Lean Change Management facilitator, Prosci certified Change Manager. I am also an NLP Practitioner and Level 1 Meta Coach.

Ro Gorell

Ro Gorell

Director, Coach & Author

I’m a change strategist, coach and published author specialising in adaptive change, because in a disrupted world no organisation can afford to rest on previous success.

Having started my early career in HR, I specialised in change in the IT/Business Services outsourcing sector. Transitioning people from client organisations required not only interpersonal skills but project management, client relationship and sales skills.

Keen to develop broader business skills I was appointed to create a business improvement function and introduced tools to the organisation from 6 Sigma and Lean (The Toyota Way methods and Deming et al). We branded our continuous improvement tools as LEARN – Listen, Evaluate, Act, Review, Next Steps. During this period, I managed a successful multimillion pound productivity programme which was in effect a turnaround programme. Coaching became my tool of choice and I left corporate work to set up my own coaching and consulting practice in 2005.

My coaching clients include chief executives, operations and programme managers, consultants, business owners and professionals from a range of organisations including not-for-profit, blue chip and start-ups.

In August 2012, I relocated from the UK to Perth, Western Australia and worked on an SRM/SAP programme gaining credentials in Managing Successful Programmes (MSP).

Coaching and facilitation are the key methods and skillsets I use to engender change agility. I help clients create their own change framework blending tools, techniques and methods from: change management, project management, neo-behaviourism (how to create habits), LEAN change and Agile as well as programme management.

I’m a published author on the topic of coaching and organisation development. 50 Top Tools for Coaching is currently on Kogan Page’s Best Seller list and has been translated into several languages and hardback edition.

Our Mission


The world is changing at an incredible rate with six powerful drivers of change.

Longer Life Expectancy

Smart Machines and Systems

Increase in Sensors & Processing Power

Super-Structured Organisations

New Multi-Media Technologies

Globally Connected World

Our mission is to ignite the entrepreneurial DNA of your organisation to help you make sense of a complex and uncertain future and to ensure your people have the foundational skills for the future of work.

7 Reasons Why You’ll Love Working With Us

1. Methodology agnostic.

In a global market complexity is a given.  There is no ‘one-size-fits-all’ for change.  Our approach differs from other consultancies – we are methodology agnostic.  Preferring instead a framework approach to change that utilises a mixture of lean change, lean startup, Agile, behavioural science, systems thinking, design thinking and coaching.

2. Complexity requires emergent practices.

Many organisations find themselves in the complexity space which requires emergent practices. This means testing understanding of the current system, applying judgement to what might work and then responding. This iterative approach underpins the change framework we use.

3. Organisations seek flexibility and speed as well as thought leadership.

The approach of applying good or best practice presupposes one methodology will work for change and innovation. The model of expert consultant might be appropriate in some organisations operating in a more ordered or traditional space. In our experience the level of disruption in the market is quickly negating this approach. We provide flexibility in our approach and thought leadership.

4. Testing approaches based on assumptions.

When we engage with potential clients our assumption is that we first need to hypothesise which space the organisation might be in and then test approaches based on the assumptions we make. This is something we do in collaboration with the client to help them evaluate which approaches might work.

5. An iterative process on which to hang your practice.

Having an anchor on which to base your practice is important to you, and we recognise that. It’s why we use a simple light-touch process. Our role is to equip our clients with the confidence to take iterative steps towards change without becoming reliant on one approach or methodology. So, you can be confident that, even though you are using an adaptive systems approach to change, you always have an iterative process on which to hang your practice.

6. Enabling you to do things differently.

Always mindful that our role is to help you, the client improve and enable you to do things differently at the end of the engagement. Being able to work with change as the new norm.

7. Co-creation as an antidote to disruption. 

Disruption has been tethered to technology.  But it’s not just technology that is disrupting organisations.  It’s also an old-fashioned scarcity view of strategy.  In a co-created world we help you create options for creating new approaches rather than just competing.