Europe's #1 Behavioural Design Academy

Stop convincing, start designing behaviour.

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 behaviour change is the one skill AI can't take from you.

Behavioural Design makes behavioural science practical. Learn the method that 10,000+ professionals apply every day.

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10,000+trained
9.3/10Springest
4.8/5Google rating
EQACaccredited
Participants working with the Influence Framework during a Behavioural Design training in Amsterdam

We've trained 10,000+ professionals, including at these organisations

Heineken ING Bank KPN Eneco ANWB Randstad Amnesty International Roche Adyen European Commission Centraal Beheer Achmea DPG Media Gemeente Amsterdam Rijkswaterstaat Sony eBay CZ Heineken ING Bank KPN Eneco ANWB Randstad Amnesty International Roche Adyen European Commission Centraal Beheer Achmea DPG Media Gemeente Amsterdam Rijkswaterstaat Sony eBay CZ
Our offer

Who is the training for?

Most chosenParticipants at a live Behavioural Design training in Amsterdam

For yourself

I want to understand why people do not do what they say, and be able to apply that in my work tomorrow.

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A team working on their own challenge during an in-company Behavioural Design session

For your team

I want my team to learn to design choices and behaviour, so our plans actually move our audience to act.

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Tom de Bruyne teaching during a SUE leadership programme

For executive leadership

Our strategy is sound, but the organisation does not follow. I want to turn my managers into leaders and my leadership team into one team.

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Proven effect. Change that lasts.

10,000+Professionals trained
45+Countries
200+Organisations trained
9.3/10Average rating
15 yearsExperience
What you learn

What you will be able to do

The SUE Influence Framework with Pains, Gains, Comforts and Anxieties around current and desired behaviour
The SUE Influence Framework©. It maps what pulls people towards the desired behaviour and what holds them back.
1 · Catch

You understand why people do what they do (and what they do not)

You learn to surface the real reason behind behaviour, instead of guessing what motivates someone and, above all, what holds them back.

2 · Convert

You make the desired behaviour the logical choice

You remove what holds people back and add what gets them moving.

3 · Confirm

You take away the doubt that follows a choice

People look for proof that they got it right. You are the one who gives it.

4 · Continue

You make sure the behaviour change lasts

You make sure it holds up, even when nobody is steering it any more.

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