Your success depends on one thing: getting others to move. Whether you run campaigns, shape policy or guide people through change: a deep understanding of human behaviour is the one skill AI can't take from you.
SUE makes behavioural science practical. Learn the method that 10,000+ professionals apply daily, live in Amsterdam, online or in-company.
We've trained 10,000+ professionals, including at these organisations
From the second edition of our successful Summer School to the Behavioural Design Fundamentals Course in Amsterdam.
The two-day course where you build a solid foundation you can apply in practice straight away.
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Why change initiatives fail, and how to design them so they succeed.
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Two summer days with Astrid and Tom on the three questions of the moment: AI, happiness and change.
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Behavioural Design is a systematic method to analyse, predict and influence behaviour. A glimpse of the kinds of challenges SUE has worked on for more than 15 years. Which behaviour change do you want to design?
A/B tests on button colours miss the point. Those who understand which psychological barrier blocks the purchase design customer journeys that actually convert.
“How can we invite our customers to think about their energy choices and arrange them through KBC?”
The problem is never motivation, it's the moment. Those who understand how voting behaviour really works design campaigns that bring people to the ballot box.
“How do we get as many people as possible to vote on the day of the European elections, regardless of their political preference?”
More emotion doesn't help. Those who understand which psychological thresholds hold donors back design concepts that actually convert.
“How do we persuade high-net-worth individuals to give consistently to a problem that seems unsolvable?”
Engagement surveys change nothing. Those who understand how habits and context steer behaviour design workplaces where people want to perform.
“How do we design a shared leadership culture in an organisation scaling rapidly across 4 continents?”
Doctors, advisors, specialists, they don't decide at conferences or in meetings. They decide in the moment. Those who understand that moment win.
“How do we convince diabetes doctors, nurses and insurers that our new subscription model is much better for patient, provider and payer?”
The best people don't choose the best deal. They choose the story they want to belong to. Those who understand that design recruitment that attracts the right people.
“How do we invite the smartest young engineers of Saudi Arabia to choose us over a trendy tech startup?”
Citizens, farmers, policymakers, they don't resist change. They resist loss. Those who understand that can turn resistance into engagement.
“How do we get farmers, citizens and policymakers aligned behind ambitious nature policy?”
Awareness campaigns don't work. Fines work worse. Those who understand how context steers behaviour design policy that people actually follow.
“Why do people at the office not wash their hands, even when they know they should and dispensers are everywhere?”
The same behavioural principles, applied to the challenges you face every day. Pick your field.
From digital adoption to culture change: every major challenge has a behavioural layer.
From ANWB to KPN, from agencies to government. Here is what they take with them from our trainings.
Officially accredited certificate • EQAC accredited
Pick the path that fits your situation
Open enrolment training
Behavioural design training and courses, live in Amsterdam or online. From 1 day to 6 months.
From €1.190 excl. VAT
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Team training
In-company, on your case. From 1 day to 6 months.
From €7.990 excl. VAT
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Learning journeys
For leadership teams. Tailored journeys, measurable results.
From €25.000 excl. VAT
Learn more →Online · Live in Amsterdam · Virtual · In-company
Astrid Groenewegen and Tom de Bruyne believe behaviour can be designed and positive influence can be learned. Knalldrang is what they call it, the unstoppable urge to make change happen. In 15 years they helped 200+ organisations worldwide and wrote three bestsellers: ‘The Art of Designing Behaviour’, ‘The Happiness Code’ and ‘Gamechangers’. Today they are building an Academy and Consultancy for people who combine human insight with AI, for real breakthroughs.
15+
years
200+
organisations
3
bestsellers
45+
countries
Our trainings take place in our own listed building on the canals of Amsterdam. Heritage, warmth, inspiring rooms and fantastic catering make every training a special experience.
#1 Managementboek Top 100
Bestseller
Behavioural Design is the systematic design of a context in which the desired choice becomes the easiest. You combine insights from behavioural science with a structured method to analyse, predict and influence behaviour. The SUE Behavioural Design Method™ brings this together in four steps and five invisible forces.
For marketers, HR professionals, communication experts, policymakers, managers, change leaders, UX designers and sales professionals: anyone who needs to get people moving as part of their work. The academy has been followed worldwide by 10,000+ professionals in 45+ countries.
You choose. An individual Fundamentals training runs 2 days live in Amsterdam or is 33 online self-paced lessons. A Deep Dive for teams runs 1 day. A Learning Sprint for teams runs 3 months. Learning Journeys for organisations run 4 to 8 months, tailored end-to-end.
Yes. Every SUE training ends with an officially recognised certificate, EQAC accredited (European Quality Assurance Council). This certificate is internationally recognised and confirms that you have mastered the Behavioural Design Method.
SUE doesn't teach you to communicate or persuade, it teaches you to design behaviour. You get a systematic method (the SUE Influence Framework™) that works in every field: from marketing to policy, from HR to change management. The focus is on the context, not the message.
Three cohorts each quarter. The next one starts soon, reserve your seat.
Open enrolment training
Behavioural design training and courses, live in Amsterdam or online. From 1 day to 6 months.
See trainings →
Team training
In-company, on your case. From 1 day to 6 months.
See team options →
Learning journeys
For leadership teams. Tailored journeys, measurable results.
Learn more →
