About AmbITion

scenes from the culturing our creativity event

The AmbITion Approach is a change methodology for enterprises looking to transform and build adaptability to deal with the continuous disruption of digital technologies, an approach created by Hannah Rudman of Rudman Consulting.

Integrating the opportunities of digital into an organisation demands development and adaptation across the whole organisation. The AmbITion Approach blends the methods of modern change management consultancy with action research; and utilises some of the tools, attitudes, and techniques of design thinking, and creative practice.

The AmbITion Approach online toolkit is openly available and free to use, and has been specifically designed for organisations of any size, type and operational model – to enable any enterprise to approach digital development with confidence. So if you want to ensure your organisation is digitally fit enough to adapt to the constant disruption of continuously emerging digital technologies, then our an easy-to-use step-by-step approach to undertaking a successful digital development journey is for you!

The AmbITion Approach has been extensively used with a range of organisations, and iteratively improved, integrating the learnings and experiences of enterprises that have created change. You can read and watch case study stories of the impacts and outputs of the change journeys already undertaken by enterprises through working with The AmbITion Approach.

The AmbITion Approach has been the framework for a number of national sector development/business support programmes, securing £3.7m public funding so far:

Arts Council EnglandAmbITion programmes started life in England, initially as a pilot programme for the arts and cultural sector in the North West and East regions, funded by £1.5m from The National Lottery, via Arts Council England.  Read more…
Creative Scotland lottery logo

AmbITion then moved to Scotland, where a national digital development programme for the arts, cultural and heritage sector of Scotland was based around the approach, in a 4 year £2.2m programme funded via The National Lottery via Creative Scotland, and designed and delivered by Culture Republic and Rudman Consulting. Read more…


The AmbITion Approach online toolkit is a blend of:
• the methodology of The AmbITion Approach;
• practical tools, templates, tips and exercises to help enterprises work through the method;
• written and video case study stories of the results organisations have achieved through undertaking The AmbITion Approach; and
• links to other expert-written AmbITion resources, to help you go deeper into a digital development subject or area of specific interest.

A panel discussion at an AmbITIon roadshow

Digitally disseminating lessons learnt

AmbITion increases the legacy of work with organisations, by curating and sharing a rich learning resource of lessons learnt through the undertaking of digital developments, including How To… Guides, curated Learning Journeys through many digital development topics, and toolkits for the self guided learning of various digital development topics online. There’s also AmbITion TV – case study videos from enterprises that have undertaken change journeys, video on demand of past masterclasses and debates,  video case studies of the results enterprises have seen, and video learning journeys through digital development topics.

Rudman Consulting now offers The AmbITion Approach to enterprises and institutions of all scale and operational model, and nations and regions looking to establish change and development programmes for sectors needing to adapt and transform through the opportunities and threats of digital disruption. Contact us to find out more!

Watch an executive summary of AmbITion: