Ann Marie Moorman serves as the operational backbone of 323 Ocean, coordinating complex engagements and ensuring seamless client experiences. With experience spanning financial services and hospitality, she brings exceptional organizational capability and client relationship skills to every project.
Ann Marie manages large-scale initiatives, supports executive operations, and leverages advanced AI technologies to optimize processes and drive strategic initiatives. Her ability to coordinate across multiple workstreams while maintaining attention to detail makes her invaluable to 323 Ocean’s delivery excellence.
She ensures that the practitioner experience Michael brings to strategy translates into flawless execution.
Michael Crafton founded 323 Ocean to channel decades of building experience into advisory that helps leaders scale with confidence. He is also CEO of Healthcare Chaos Management (HCM), a fast-growing healthcare revenue-cycle company improving financial performance for provider groups nationwide.
Michael is best known for turning an $800 startup into Nelbud Services Group, one of the nation’s largest fire and life safety companies. Over seventeen years, he expanded from a pickup truck and handwritten invoices to more than twenty offices serving 40,000 customer locations nationwide. He orchestrated five successful exits and led eleven acquisitions, learning what buyers look for and how deals succeed or fail.
When economic shocks arrived, Michael did not retreat. During the 2008 downturn, he automated field operations and secured national contracts that grew revenue while competitors struggled. In 2020, when the pandemic caused 70% attrition, he rebuilt the business model from the ground up. Nine months later, the company posted record earnings.
Michael blends executive discipline with entrepreneurial grit, leveraging AI-driven systems, people-first leadership, and his 4CAP performance framework to build resilient, growth-minded organizations.
Throughout these cycles, Michael held firm to his Employees First, Customers Second philosophy. The counterintuitive approach reduced customer acquisition costs, raised customer lifetime value, and earned seven Top Workplace awards. When you take care of your people, they take care of your customers.
To institutionalize this mindset and address leadership development holistically, Michael created the 4CAP methodology. The framework strengthens leaders across physical, mental, emotional, and spiritual dimensions, making them Capable, Able, and Prepared for whatever comes next. The methodology emerged not from textbooks but from personal experience, including completing SEALFIT Kokoro, a 50+ hour crucible with retired Navy SEALs, running with the bulls in Pamplona, and the harder internal work of reconciling with the past to become fully present.
Michael currently serves on the boards of Polygon Composites, Freije Engineered Solutions, Lushin and Associates, and YPO Indiana, where he serves as Chapter Chairman. His selection for YPO Learning Year 2024-2025 reflects peer recognition of his commitment to continuous development.
Away from the boardroom, Michael pursues experiences that reinforce resilience and expand perspective. These adventures, from endurance challenges to global exploration, inform how he approaches business: with boldness, preparation, and willingness to step into discomfort.
He holds a B.S. in Business from Indiana University’s Kelley School of Business and brings a global, adventure-driven perspective to every engagement, grounded in performance, purpose, and high standards.
