2a. Diagnose the Digital Opportunity (getting started)



Having identified where your organisation is at in relation to digital development through the audit, the next step of the AmbITion process is to think about where you would like to be, what you would like to achieve, and to diagnose what IT and digital developments you will need to implement to get to where you want to be. Like the audit, the diagnostic stage is best done as a full team to ensure that cross-departmental and strategic factors can be considered.

This diagnostic stage works really well as a 1/2 day brainstorming session, starting with a presentation of existing good practice from the cultural and creative sectors. You could invite members of your board, or any collaborator (artist? web developer?) you already work with who might bring an interesting perspective. Beware: this session could change the future of your organisation!

Watch the case study video of AmbITion organisation Writers' Centre Norwich (or read their story) - their organisation ended up changing so much they transformed!

Understand the Digital Opportunity

1. Remind everyone of the headlines from the audit. Everyone should be on the same page in terms of recognising that digital developments could improve things. What they don’t know yet is what and how.

2. Create a presentation of existing good practice in digital development to share with colleagues: look at what other enterprises, similar to yours, have done with digital technologies around the following topics:

  • Product development (new digital only products? new hybrid analogue and digital products?)
  • Organisational development (new operational efficiencies? CO2 savings? better data collection processes? joined-up IT/cloud systems?)
  • Customer development (easier online sales? new online channels/social media channels? new digital opportunities for participation, engagement, dialogue, co-creation?)
  • Business model development (new models because of better data, new products or bigger online audiences? new collaborative relationships for innovation with digital media, e-publishing, or games companies? new opportunities emerging from your audit of tangible and intangible digital IP assets and business model?)

Alternatively, you could set up a guided online tour for colleagues: Delicious bookmarking is a great way to share links.

For resources for the presentation or guided online tour, see the many Case Studies of existing good practice on all the topic areas listed above and for all art forms AmbITion TV.

You might like to look further than your sector: what have media, lifestyle, entertainment and publishing companies done with digital opportunities?

The AmbITion resource How To… Make money guide might well give you some ideas to throw into the brainstorm. Also, check out the latest discussions on the AmbITion online network.