The global economy is increasingly marked by digital disruption and the start of the 4th industrial revolution. This case study will present Ashridge’s digital innovation consortium programme, launched in special partnership with Ferrari, a globally iconic, high impact brand, with the participation of companies such as Uber, Puma, Coca-Cola, Merck, Deutsche Telekom, Continental, and many others. The objective of the programme is to develop the confidence and skill set of each of the participating brands and organisations, to better understand the trends, drivers and implications of digitisation, and to leverage an agile digital strategy planning framework to craft winning digital futures amidst disruption. As Dennis de Munck, Ferrari's Global HR Director, says “Ferrari is a very curious organisation and we want to learn from the best and best practices. So it is key for us to be in touch with the rest of the world through the team of Ashridge-Hult, not only to share our insights and learning from Ferrari, but also to receive their recommendations and insights into what is happening in the rest of the world. It is the Yin and Yang that make the whole.”