How do you do?
Our name is SUE!
We're excited to introduce ourselves, so you can get to know us a little better.
And you'll also find out why our name is SUE, which might by quite different than you think.
First of all,
So nice to meet you!
Maybe let us first formally introduce ourselves. We are SUE | Behavioural Design Academy. For over the last 15 years we've trained professionals from over 45 countries in unlocking the power of Behavioural Design to help them change minds and shape behaviour.
Five Things We Absolutely Believe In
We believe that influence is a powerskill for professionals. In today's hyper-connected workplace, your ability to move ideas forward, align stakeholders, and drive decisions determines whether you advance or get left behind. The more senior you become, the more complex it gets. Navigating multiple stakeholders, managing public perception, and building consensus across competing priorities.
We believe behavioural science holds the key for success. Understanding how people actually make decisions, driven by cognitive biases, and emotional triggers rather than pure logic, gives you the precision tools to shape outcomes. When you know why someone says yes or no, you can craft your approach to align with how their mind works, turning resistance into collaboration and scepticism into buy-in.
Our mission is to make behavioural science accessible to everyone, across all domains and roles. We transform academic research into practical frameworks and templates that work in real-world situations, giving you the tools to influence with integrity and precision.
We strongly believe there's a crucial difference between positive influence and manipulation: it all comes down to intent. True influence seeks mutual benefit and authentic connection, while manipulation serves only self-interest at others' expense. We are driven and committed to act and teach by our ethical toolbox, helping people leverage positive influence to create meaningful progress in their work, relationships, and communities.
We do it with 'Knalldrang', we believe in the power of optimism and play. At SUE we are deeply grounded in science, but it's fun to work and be with us. We are optimists, learners, and doers, and absolute believers in the power of freely sharing know-how to help everyone realise positive breakthroughs with Behavioural Design. That's why we also have a weekly newsletter called '1.5 minutes on influence', packed with practical insights and tips, you can join here for free.
We've trained over 5.000 people from over 45 countries
We are an official education accredited by the EQAC
We have a 4,8 rating on Google from former participants
This is SUE
Meet our team
Meet the people behind SUE who are dedicated to making behavioural science your superpower for positive influence and meaningful change.
Our bestseller
Our founder, Astrid Groenewegen, is the author of the number one bestseller ‘The Art of Designing Behaviour’, sold worldwide. Insights from this book are taught in the Behavioural Design Academy.
The SUE | Influence Framework©
The starting point of everything we do is translating groundbreaking insights from behavioural science into practical tools that help people influence perceptions, choices, and behaviours in real-world situations. The SUE | Influence Framework is our crown jewel: hundreds of professionals use it daily to shape client, employee, citizen, and stakeholder behaviour by making the invisible forces that drive behaviour visible.
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So, what's up with the name SUE?
SUE | Behavioural Design was named after the famous Johnny Cash song ‘A boy named SUE.’ If you don’t know it, you have got to listen to it. As in: listen to the words.Okay, we’ll save you the trouble (spoiler alert): it’s about a boy who is given a girls’ name by his father. The boy is not happy to say the least (probably had a hard time at cowboy school) and seeks revenge. And then he FIN-AL-LY meets his father. Introducing himself with famous words: How do you do? My name is SUE!
He is ready to go in for the kill. His father completely down and out in the losing position explains to the boy it was for his good that he gave him a girls’ name: it would help him to toughen up. Which he knew the boy was going to need as he wouldn’t have him as a father around. It was a beautiful fatherly gift so to speak (reframing always works). Boy breaks. They do a man-hug thing. And it all ends well. We at SUE, truly love interventions that are done for the sake of good….and we are a sucker for man-hugs. So, there you go:
We have another 6th strong belief...
We believe in the power of community: people sharing, contributing, and making each other better. That's why every academy alumni receives free lifetime access to our SUE | Behavioural Design Club, offering webinars, meet-ups, events, hackathons, expert sessions, and more to help them continuously grow in Behavioural Design. We're not in the training business; we're in the business of mastery.
What challenges have we helped solve?
Our behavioural expertise tackles challenges where human behaviour drives success. From boosting sales conversion and customer loyalty to transforming organisational culture and improving employee wellbeing. We also address societal issues like increasing recycling rates or voter turnout. Our clients include multinationals, NGOs, governments, and the European Parliament. When organisations need to understand what truly drives people and design for real behavioural change, they turn to us.
Some of the organisations we worked with.
We have trained people from both national and international clients. Ranging from non-profits, corporates, governments to scale-ups and health professionals.
If you want to know how they experienced Behavioural Design Academy, please check out their reviews.
We are officially accredited by EQAC.
Do want to join a training yourself?
Check out our most popular training, the Behavioural Design Fundamentals. Request the brochure below and we'll send you the PDF download immediately. Have questions or want to know more about us? Contact us: the entire SUE team is ready to help! To ensure everyone can access the training in their preferred format, we offer three ways to join:
Choose the learning experience that's right for you
3 ways of attending our courses
Self-paced online
Live at our location
As a team training
Learn how to apply the science of influence in practice.
Download the Behavioural Design Fundamentals Course brochure and discover how you can master the Behavioural Design Method© that will help you use insights and principles from behavioural science to help you create products, services, campaigns, or policies people will embrace, use, and love. Join over 5.000 forward-thinking professionals from over 45 countries who have already graduated from this training.
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