The AmbITion Approach – Online Toolkit

AmbITion Toolkit

What is The AmbITion Approach?

The AmbITion Approach is a change method for cultural, creative, and heritage organisations to build resilience and adaptability to deal with the continuous disruption of digital technologies. The method helps arts centres; visual arts galleries; museums; theatres; orchestras; dance companies; performing arts auditoriums and playhouses, artists’, music and literature organisations, publishers and media creators – any creative organisation – get digitally fitter across all areas, creating change, confidence, capacity, and capability.

Digital development is no longer just about IT, or an experimental social media project the marketing department might undertake. Integrating the opportunities of digital into an organisation demands root and branch change – development and adaptation across the whole organisation. Designed by organisational development and change management specialists Rudman Consulting, The AmbITion Approach blends the methods of strategic change management consultancy with participatory action learning; and utilises some of the tools, attitudes, and techniques of creative practice, design thinking, and service design.

The AmbITion Approach online toolkit is FREE to use and has been specifically designed for creative organisations of any size, type and operational model – to enable any creative sector organisation to approach digital development with confidence. So if you work in the arts, cultural, heritage, or creative industries and need support ensuring your organisation is digitally fit enough to the constant disruption of continuously emerging digital technologies, this toolkit is for you!

The AmbITion Approach has been extensively used with a range of creative organisations, and iteratively improved – this toolkit takes their learnings and experiences into account in providing an easy-to-use step-by-step approach to undertaking a successful digital development journey. You can read and watch case study stories of the impacts and outputs of the journeys already undertaken. The creative industries are not always driven by market demand and commercial imperatives, and so success stories and good practices from other business sectors do not necessarily translate appropriately, hence the need for the , highly creative AmbITion Approach.

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

Listen to Hannah Rudman explain the approach in this presentation:

The AmbITion Approach Components
The AmbITion Approach is designed to be flexible and adaptable, so that you can adapt it to the needs of your project or organisation. The online toolkit presentation allows you to easily move through the 5 components of the approach.

  1. Audit your Organisation
  2. Diagnose your Needs
  3. Develop your Business Case
  4. Manage your Implementation
  5. Reflect and Evaluate

These sections are clearly shown in the sidebar to the left, and you can expand each component to see the different steps involved.

We have also developed a number of templates and exercises, and these learning resources are available for you use in your journeys. These are clearly identified and linked in these ‘resources boxes’ as you go through the AmbITion Approach:


If your board is a bit risk-averse on the subject of digital development; or if you’re the digital expert in the organisation needing to influence your SMT/board, then AmbITion’s How To… Help Your Board and SMT Get Digital will be useful.

Hints & Tips

Throughout The AmbITion Approach you will find tips boxes – these hints and tips are sourced from the real experiences of creative organisations that have been through digital development journeys of their own. These tips, gathered from case study stories help illustrate how the AmbITion Approach has been used in the real world!


Start an organisational “Tech Book” – this could list the kit and software that you have, as well as key contacts and other documentation such as policies and set-up/back-up procedures.


We have tried to avoid jargon wherever possible, but the nature of digital development means that you are often coming into contact with new concepts or products – and often, the terms that are being used might not be immediately understandable. So whether it’s a type of behaviour like “crowdsourcing” or the jargon for a particular technological effect such as “RSS feeds”, if you’re not sure what it means, check the glossary we have provided.

Not sure if the AmbITion Approach is for you?
Check out the case study journeys of other creative organisations who have already benefitted from undertaking the AmbITion Approach, and who report on the impacts and outputs they have achieved.

The Royal Conservatoire of Scotland have recently completed their journey, and are seeing increased global recognition and interest in their work; more student engagement in digital skills – which gives them tools to help with going professional; and new opportunities to offer their worldclass teaching to new online audiences:

Case Study in Digital Development – Royal Conservatoire of Scotland from AmbITion on Vimeo.

Cove Park, a remote Artists’ Residency centre have also completed a journey through the AmbITion Approach which has seen their organisation’s digital communication capacity grow, and digital capability increase across their operations. This is their story:

Cove Park: a Case Study in Digital Development from AmbITion on Vimeo.