The AmbITion Approach – Online Toolkit

AmbITion Approach Diagram

What is The AmbITion Approach?

The AmbITion Approach is a digital transformation methodology for enterprises looking to build adaptability, capability, capacity and confidence to deal with the continuous disruption of digital technologies. Digital transformation is about strategy. Digital leadership requires not that you know all about technology, but that you commit to reimagine your business’ core capabilities to create value for your customers. In a digital landscape, how do you maximise your platforms, your relationships with customers, your data, and your co-opetition to thrive?

Designed by strategic development and change management specialists Rudman Consulting, The AmbITion Approach blends the modern methods of strategy development and change management with action research; and utilises some of the tools, attitudes, and techniques of design thinking, and creative practice.

The AmbITion Approach has been extensively used with a range of organisations and independent academic studies have verified that 86% of enterprises adapted, making one or more parts of their business digital, 37% of these transformed to become digital businesses. The more design and creative tools were used, the more likely an organisation was to transform. Is it for you?

The approach and tools are iteratively improved with the best new ideas and tools emerging in the digital transformation field. Also, learnings and experiences of businesses that have completed digital transformation using the approach have provided feedback that has been taken into account to provide an easy-to-use step-by-step approach to undertaking a successful digital transformation journey. You can read and watch case study stories of the impacts and outputs of digital transformation journeys already undertaken through working with The AmbITion Approach.

The AmbITion Approach online toolkit is FREE to use and has been specifically designed for organisations of any size, type and operational model – to enable any enterprise to approach digital transformation with confidence.

This 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.

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 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 transformation 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 enterprises that have already benefitted from undertaking the AmbITion Approach, and see them report on the impacts and outputs they have achieved.

The Royal Conservatoire of Scotland completed their journey in 2013, 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 world class teaching to new online audiences:

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


Listen to Hannah Rudman, creator of the approach, explain the benefits of using the The AmbITion Approach for digital transformation journeys in this presentation: