Everyone knows what is expected. Everyone thinks it matters. And still almost nobody does it.
People were convinced. But knowing and choosing happen at two different moments, and nobody influenced the second one. You learn to steer that moment, and so you gain influence on what people actually do.
2 days · Amsterdam · € 1,490 excl. VAT · next edition see the calendarOnline · 33 lessons at your own pace · €1,190 excl. VAT
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Answer three questions. Then you see what is going on for you.
You said: they know it, and they still do not do it.
You said: they do it once, and then they slip back.
You said: they do not do it, and they tell you why.
You said: you have tried all sorts, and it keeps getting stuck.
And it is about customers, citizens or patients. You do not see them at the moment they choose, so that moment is what you design.
And it is about colleagues or a team. Then what the rest of the team does is your strongest force.
And it is about a whole organisation. Start with one behaviour in one place. An organisation changes one routine at a time.
People have the information and the good intention. But in the moment, another part of the brain decides. Fast, automatic, on what is easy and normal. Your message reached the conscious part. The behaviour comes from the automatic part.
Tomorrow, find the exact moment when the behaviour has to happen. Look at what gets in the way there: an extra step, a colleague who does not do it either. That is where you start. You learn this in two days.
The first time came from attention: a campaign, a request, a fresh start. Then people went back to the same meetings, the same defaults and the same colleagues. And that environment beat the new insight.
Tomorrow, look at what should have prompted the second time. And whether anything rewarded the effort straight away. Usually both are missing. Repetition can be designed. You do not have to hope for discipline.
When people say it is too much effort, it is too much effort. Small hurdles weigh more than big benefits: a form, an extra login, an unclear first step. Pushing motivation up is expensive.
Tomorrow, walk through the behaviour yourself from start to finish. Count every step where you hesitate. That is where people drop out. Remove one, and see what happens.
Information, rewards, sanctions: every attempt assumed something about why people do not do it. If that assumption is wrong, you pull the wrong lever. Maybe it is not motivation but effort. Maybe not knowledge but what everyone else does.
Tomorrow, plan no new action. First map what holds the current behaviour in place. That diagnosis tells you what will work. Only then do you design.
The Art of Influence© · 2 days · AmsterdamThe Art of Influence© · online · 33 lessons
After two days you see why people do not do what they intend to. And you know how to design the situation so the behaviour you want becomes the easiest choice.After the 33 lessons you see why people do not do what they intend to. And you know how to design the situation so the behaviour you want becomes the easiest choice.
Start online now →€ 1,490 excl. VAT · next edition see the calendar · max 16 participantsOnline · 33 lessons at your own pace · €1,190 excl. VAT
On SUE's behaviour change training you learn in two days why people do not do what they intend to, and how to shape the situation so the behaviour you want happens by itself. It is for professionals who want to change the behaviour of customers, citizens or colleagues, with no prior knowledge required. It runs in Amsterdam for at most 16 participants, costs € 1,490 excl. VAT, and participants rate it 9.3 out of 10. The next English edition is on see the calendar. All dates are in the training calendar, and you can also take the course online: 33 lessons at your own pace for € 1,190 excl. VAT. If you want your whole team to learn it, that works in-company too: from one day to a programme of several months, built around your own challenge.
“Behavioural design academy ensures that your view of the world has changed. After 7,500 working days, I learned how you could influence behaviour in just two days. Afterwards, you can initiate change where you have never previously considered to start a change. It is a start of a journey in which you should be prepared to invest otherwise it is not worth starting. If you want to be meaningful in this world, you should follow the academy.”
10,000+ professionals trained, including people from
You see which forces hold the current behaviour in place, and which carry the new one.
You find the exact moment when behaviour happens, and what gets in the way there.
You design the situation so the behaviour you want becomes the easiest option.
You test an intervention small, so you know whether the behaviour really shifts.
You learn this with the Behavioural Design method and the SUE Influence Framework, the same approach SUE uses in projects with organisations such as ABN AMRO, the City of Antwerp and the Dutch Ministry of Justice and Security.
A maximum of 16 participants. You practise on real behavioural cases from practice, and after two days you apply the method to the behaviour challenge you are facing now.
| Postgraduate behaviour change programme | Talk or inspiration session | The Art of Influence© | |
|---|---|---|---|
| What it is about | Theory and models of behaviour change | Examples and insights | Designing behaviour at a concrete moment |
| What you practise | Papers and assignments over a longer period | Little to nothing | Diagnosis and design on real behaviour cases |
| What you do on Monday | Move on to the next module | Retell the insight | Apply the method to your own challenge |
If you need a diploma in your name or academic depth, a postgraduate programme is the better fit. If you want behaviour to move this month, you are in the right place.
Trainer & consultant
Helps organisations understand why people do what they do, and steers it in culture and wellbeing programmes.
Trainer & consultant
Designs lasting change in healthcare and sustainability, in people and in organisations.
Product designer & UX strategist
Turns behavioural science into practical solutions that help teams innovate faster.
Trainer & consultant
Founded the Behavioural Design Circle at ABN AMRO and has spent 25 years on customer behaviour and change.
A very fun, enjoyable and practical course. A good balance between theory and practice. Both teachers were warm people with great enthusiasm for behavioural psychology.
I have a background in psychology, so most concepts were incredibly familiar. However, the biggest value I took away was the ‘application’ to design and influence behaviour. I really liked how the design of the program was very hands-on with concepts that one could immediately apply in everyday life as well.
The BDA provides a great structure to apply behavioural insights into real world applications. Jorn was fantastic at creating an open atmosphere in which to truly understand how people think and what can be done to influence their behaviour.
Maps, in one overview, the forces that hold your change back and those that carry it.
Translates your diagnosis into interventions that make the new behaviour easier than the old.
Shows what people are really trying to get done, and why the old behaviour fits that.
The questions that let you hear what people do not say in the meeting.
Pins down exactly which behaviour you want to see and how you test it small before rolling out.
After purchase you receive the AI Mentor, after the training your certificate and lifelong membership of the Behavioural Design Club.
Most participants take the training on their employer’s budget or their own training budget. The VAT invoice goes to your organisation: €1,490 excl. VAT. Open the email below, fill in three things and send it to your manager.
2 days · Amsterdam · € 1,490 excl. VAT · next edition see the calendar · max 16 participants · EQAC certificateOnline · 33 lessons at your own pace · €1,190 excl. VAT
People search for course, training or programme and mean the same thing. This is a training of two consecutive days in Amsterdam. You practise the method on real behaviour cases and leave with an approach and a toolkit you apply to your own challenge the next day.
For professionals who want to change the behaviour of customers, citizens, patients or colleagues: in communication, policy, HR, marketing or projects. No background in behavioural science required.
A maximum of 16 participants per edition, at SUE on the 's-Gravenhekje in Amsterdam. English-language editions run several times a year; the next date is shown next to the button on this page and all dates are in the training calendar.
€ 1,490 excluding VAT, including the Behavioural Design Toolkit, lunch, the EQAC certificate, access to the AI Mentor after purchase and lifelong membership of the BD Club.
An EQAC-certified certificate for The Art of Influence©. Participants rate the training 9.3 out of 10.
Yes. We run every training in-company too: with your own team, on your own challenge, from one day to a programme of several months. How that works is on the in-company training page.
No. Coaching and therapy focus on the person. This training is about the situation: how you design the environment, the defaults and the social norms so the behaviour you want becomes the path of least resistance. With customers, in a team or across an organisation.
In The Art of Influence© you learn the complete method in two days. The Advanced Course builds on it, with five training days over four months around your own case.
With your whole team? See the team trainings.
Why people do not change when you explain it, and what does work.
Read the guide →People already know. Why more information rarely leads to different behaviour.
Read the guide →The design method behind this training, explained without jargon.
Read the guide →Whoever explains behaviour hopes people will do it. Whoever designs behaviour sees it happen.
