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 changed their name!
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 organisations, similar to yours, have done with digital technologies around the following topics:
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.
Watch Hannah Rudman give an overview of the digital opportunities of 2011 as a keynote at Marketing de las Artes, Spain’s national arts conference, and in Spanish/Español here.
You might like to look further than the cultural sector to the wider creative industries: 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.