CultureTalk: Why digital projects fail and how to set them up as a success with Ash Mann

This episode of CultureTalk, delves into the complex world of digital strategy in arts and culture with Ash Mann, an advisor, strategist and facilitator with over 20 years of experience in the sector.

Ash brings unique insights from his varied career spanning in-house roles (including as Opera North's first Digital Manager), agency leadership at Substrakt, and now as an independent consultant. He's also the creator of the Digital Works podcast and conference, building communities of practice in a sector that sometimes lacks peer-to-peer knowledge sharing.

Drawing from his ongoing Digital Failure research project, Ash reveals that digital disappointments are rarely technical in nature – they're predominantly organisational and cultural. The most common pitfalls? Unclear goals, unrealistic expectations, and insufficient leadership support.

Throughout this conversation with Matt Yau from CultureSuite, Ash introduces his Enable-Engage-Express framework for understanding different modes of digital activity, offers candid reflections on the differences between museums and performing arts venues in their digital approaches, and shares inspiring examples of success from the Royal Academy of Arts, Bridge Theatre, and National Theatre.

Perhaps most valuable of all, Ash offers practical advice for cultural organisations at any stage of their digital journey – from low-risk experiments anyone can implement to fostering what he calls "digital imagination" in leadership.

Whether you're a digital specialist feeling isolated in your organisation or a cultural leader trying to navigate an increasingly complex digital landscape, this conversation offers both reassurance and practical pathways forward.

Running time: 1 hour 20 minutes

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Matt Yau is the Content Marketer at digital technology provider CultureSuite.