Questions, answered.

Who is Russell Raath?

Russell Raath helps ambitious leaders, teams and independent consultants turn ambition into measurable progress. Over a 30-year career he led change practices at Deloitte and Kotter; he now runs The Ambition Company, built on his own research into The Science of Ambition™.

What is The Science of Ambition™?

The Science of Ambition™ is the research and framework beneath Russell’s work. After studying hundreds of ambitious individuals across centuries and industries, he applied this to teams. Here he found that the gap for most teams is rarely ability - it is conviction, and the system to convert it into momentum. Ambition itself is defined by three attributes: Conviction, Audacity and Energy.

What is the Ambition Model™ (Conviction, Audacity, Energy)?

The Ambition Model™ describes the three defining attributes of ambition: Conviction (belief strong enough to act on), Audacity (the willingness to make bold moves), and Energy (the drive to sustain them). It is the lens Russell’s research and offsites use to diagnose and build a team’s capacity.

What is The Ambition Playbook™?

The Ambition Playbook™ is Russell Raath’s application of The Ambition Model™ to teams - the framework and science behind running multi-day leadership team summits (offsites) that build conviction and turn it into decisive action. It is not a workshop - it pairs deep pre-work diagnostics with decisive in-room work and post-meeting discipline, so teams leave aligned and moving, not just inspired.

The Ambition Playbook™ has three core dimensions: Building Conviction (enabling a team to go from the pace they are at today to taking bold leaps), Embracing Ambition (elevating what the team does from average to remarkable), and Building Velocity (changing the team’s pace from their status quo to achieving growth).

How is an Ambition Playbook™ offsite different from a normal team offsite or workshop?

Most offsites produce discussion; an Ambition Playbook™ summit produces decisions and momentum. It is built around pre-work diagnostics, decisive in-room work on the choices a team has been circling, and the discipline to deliver afterward - which is why it drives growth at speed rather than a temporary lift.

Who does Russell Raath work with?

Two audiences: leaders of top teams - CEOs, C-suite and functional leaders who have made commitments to boards and investors - and independent consultants growing their practice. He has worked with leaders at organisations including ADP, Altria, Ares, Bank of America, Capital Power, CIBC, Citi, CPPIB, Mastercard, NOVA Chemicals, Prudential, QBE, Sanofi Pasteur, and the United Nations.

Does Russell Raath work with independent consultants?

Yes. Through The Ambitious Advisor, Russell helps independent consultants earn more from fewer clients by building a single, differentiated Signature Playbook. It runs across three programs - The Lab (a five-day foundation), The Accelerator (build and launch the full playbook), and The Intensive (private, direct work with Russell).

What is The Lab?

The Lab is a five-day live program where consultants build one irresistible, premium engagement - and a simple way to sell it - so they can stop competing on price and command serious fees without adding hours. It is the entry point to The Ambitious Advisor.

How do I work with Russell Raath?

For a leadership team offsite, use the “Plan your team’s offsite” form on the Teams page. Consultants can start with The Lab from the Consultants page. Or read his Opinions and explore The Science of Ambition™ for the thinking behind the work.