The core values are on the wall. On the floor, everyone does what they always did.
Values on the wall do not steer choices on the floor. How much influence you have on a culture depends on the routines you design. You learn that skill in two days.Values on the wall do not steer choices on the floor. How much influence you have on a culture depends on the routines you design. You learn that skill at your own pace, in 33 lessons.
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: the values are agreed, but on the floor you notice nothing.
You said: it lives in a small group, and the rest look on.
You said: it was alive, and now it is fading.
You said: you have tried all sorts, and it keeps getting stuck.
And you see it most in meetings and decisions. That is where culture is made again every week.
And you see it most in managers. What they do is the norm. What is on the wall is a wish.
And you see it most in how teams treat each other and customers. Pick one conversation and start there.
“Respectful” or “customer-focused” tells nobody what to do differently at ten tomorrow morning. Until a value is translated into one action at one moment, it stays on the wall. That is not unwillingness. It is vagueness: everyone agrees and nobody knows what it means.
Tomorrow, pick one value, one moment in the week and one action you can see. That is how a culture ambition becomes behaviour. You learn to do that systematically in two days.
People do what they see others do. The example of colleagues and managers steers behaviour, the poster does not. As long as the new behaviour sits with a small group, everyone can see it is the exception. And nobody copies an exception.
Tomorrow, make visible how many people already show the new behaviour. Do it where the others will see it. And have managers go first.
While a programme was running, there was a reason to show the new behaviour. When it stopped, the old routines were left: the same meetings, the same appraisals, the same questions from the boss. Those routines are the default. And the default wins.
Tomorrow, find one fixed routine where the behaviour you want gets a permanent place. An agenda item, a question in the team meeting. That way it stays when the programme stops.
Sessions, stories, values in appraisals: everything aimed at what people think. In the hope that behaviour would follow. But it works the other way. People start thinking differently after they have started acting differently. As long as the situation makes the old behaviour easier, nothing changes.
Tomorrow, plan no new session. First map what holds the old behaviour in place. Then design behaviour that makes the culture visible.
The Art of Influence© · 2 days · AmsterdamThe Art of Influence© · online · 33 lessons
After two days you see which everyday behaviour makes your culture. And you know how to design the situation so the behaviour you want happens by itself.After the 33 lessons you see which everyday behaviour makes your culture. And you know how to design the situation so the behaviour you want happens by itself.
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
SUE's culture change training takes two days in Amsterdam. You learn to turn core values into behaviour you can see in meetings, decisions and customer contact, and how to shape the situation so that behaviour lasts. It is for HR professionals, change managers and leaders, with no prior knowledge required. It costs € 1,490 excl. VAT, for at most 16 participants.
“In two days you are introduced to a new way of thinking and new models that make you question a lot of traditional insights. I leave the Academy with so much energy to actively apply the principles and to link them to HR and employer branding.”
10,000+ professionals trained, including people from
You translate a core value into one visible action at one moment.
You see which forces hold the old culture in place, and which carry the new one.
You use what colleagues see each other do as a lever, instead of hoping for pioneers.
You anchor new behaviour in routines, so it stays when attention fades.
You learn this with the Behavioural Design method and the SUE Influence Framework, the same approach SUE used to support change at organisations such as ABN AMRO and the City of Antwerp.
A maximum of 16 participants. You practise on real behavioural cases from practice, and after two days you apply the method to the culture change running in your organisation now.
| Core values programme | Inspiration session on culture | The Art of Influence© | |
|---|---|---|---|
| What it is about | Wording and sharing the values | Examples of strong cultures | The behaviour that makes the culture every day |
| What you practise | Telling the story | Little to nothing | Diagnosis and design on real behaviour cases |
| What you do on Monday | Tell the story again | Retell the insight | Translate one value into one moment in the week |
If you need someone to run your culture programme, an in-company programme is the better fit. If you want to learn how to change culture through behaviour yourself, 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 lot of insights and concepts. It was valuable to first work with each of the elements of the IF separately before combining them in a bigger exercise.
A fun, interactive and easy way to understand complex human behavior and decision making. For everyone who needs to pitch an idea or implement process or policy.
Gained an enormous amount of knowledge in 2 days, which you also immediately learn to apply in practice. Besides the fact that the training is a huge eye-opener, it is also a lot of fun.
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
It is a training of two consecutive days in Amsterdam, for you as a professional. You practise the method on real behaviour cases and leave with an approach and a toolkit you apply to your own organisation's culture change the next day.
For HR professionals, change managers, leaders and directors who are responsible for culture. 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 you choose from all dates when you enrol.
€ 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.
Culture is the sum of the behaviour that happens every day: how people decide, discuss mistakes and hold each other to account. That behaviour depends on the situation. Behavioural Design shows you which forces keep the current behaviour in place, and how to design the rules, defaults and social norms so the behaviour you want becomes the obvious choice.
Measure behaviour, not satisfaction. Whether people enjoyed a session says nothing about the culture. Choose a few concrete behaviours up front, record a baseline and check after a few months whether they move.
With your whole team? See the team trainings.
Why core values stay on the wall, and how to turn them into behaviour.
Read the guide →How to get people to take part without organising yet another session.
Read the guide →Resistance is information. How to hear what makes the old behaviour logical.
Read the guide →A culture is not a story you tell. It is behaviour you design.
