Two-day live training or online self-paced

The Art of Influence©.

Learn to influence choices and behaviour. In two days you work with the Behavioural Design Method©: you see why people do what they do and design how to get them on board, build support and change behaviour. With toolkit, certificate and AI Mentor to keep going on Monday. Formerly Fundamentals Course.

Enrol now
Next edition coming soon
Google 4.8/5 Bloomville 5 stars Springest EQAC accredited
Laughing participants on the yellow sofa during a live SUE training in Amsterdam, with sticky notes on the glass wall
Heineken KPN Eneco ANWB Randstad Amnesty International Roche Adyen European Commission Centraal Beheer Achmea DPG Media Gemeente Amsterdam Rijkswaterstaat Sony eBay CZ
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.

What will you learn?

From behavioural analysis to tested influence strategy, in two days

No theory to file away. You'll learn to see what you never noticed before: the invisible forces that drive behaviour. And you'll apply it immediately to a real case. You'll leave with a complete toolkit and the ability to crack challenges you used to think were unsolvable. AI runs through both days: you learn the method and how to direct AI with it.

10.000+ Professionals trained
45+ Countries
9.3/10 Average rating
15 years Experience
Trainer teaching the group during The Art of Influence©
Day 1 · Diagnosis

People rarely do what they say, and there is a reason for that. You learn how decisions are really made and how to surface the forces behind behaviour.

  • 01What is Behavioural Design?
  • 02How do people really make decisions?
  • 03What forces stand between current and desired behaviour?
  • 04How do you surface behavioural insights?
  • 05The ‘Moments that Matter’
Participants working with the SUE templates on their own case
Day 2 · Intervention

Now you design. You'll create behavioural interventions that actually work, test them quickly, and present your solution. You'll walk away with your certificate and a complete toolkit full of templates.

  • 06How do you design interventions for behaviour change?
  • 07How do you increase capacity for change?
  • 08How do you increase willingness to change?
  • 09How do you trigger behaviour sustainably?
  • 10How do you quickly test what works?
  • 11The Behavioural Design solution and certification
The SUE Behavioural Design Method in three phases, from current behaviour to desired behaviour. Insight: understand the choice psychology of people and identify the forces that drive behaviour; spot opportunities using behavioural science. Intervention: use the science of influence to come up with persuasive strategies and ideas; decide which human-centred solutions you want to test. Influence: deliver experiments to test proof with real users to find the working solutions; maximise impact with an influence strategy. SUE | Behavioural Design Method: from current behaviour through Insight, Intervention and Influence to desired behaviour

Insight

Understand the choice psychology of people and identify the forces that drive behaviour.

Spot opportunities using behavioural science.

Intervention

Use the science of influence to come up with persuasive strategies and ideas.

Decide which human-centred solutions you want to test.

Influence

Deliver experiments to test proof with real users to find the working solutions.

Maximise impact with an influence strategy.

Is this course for you?

Not for you if

You are looking for an academic deep dive into behavioural science, or expecting a tool or platform: this is a method you learn to apply yourself. This course is for people who want to put it to work the very next day.

How do you want to learn?

One programme, two ways to learn

Start online today at your own pace, or join us live in Amsterdam for maximum interaction.

Both editions
Kennis Same method, toolkit with all templates & cheat cards
Inzicht SUE AI Mentor (after you enrol)
EQAC certificate
BD Club access
Personal coaching
Online Self-Paced Course
Online Self-Paced

33 lessons · start immediately

Work on your own case, in your own context. With personal feedback on every assignment.

  • Personal coach on all your assignments
  • Lifetime access
  • Start whenever it suits you
€1.190 excl. VAT p.p.
Start now →
Live training Amsterdam
Live in Amsterdam

2 days · max. 16 participants

Work together on a shared case, with a live trainer and peers in the room.

  • Live trainer & like-minded professionals
  • 2 intensive days in Amsterdam, 09:00 to 17:00
  • Two start dates per month
€1.490 excl. VAT p.p.
Enrol now →
Brilliant programme! Good balance between theory and practice. A solid pace, yet easy to follow.

Alexander BindelsDigital Project Expert • Roche

Through your employer

How to get your employer on board

Most participants take the training on their employer’s budget. The invoice goes straight to your organisation, so you pay nothing up front. Below is the email that keeps the conversation with your manager short: copy it, fill in three things, send it.

Subject: request for the training The Art of Influence©Dear [name], I would like to attend SUE's training The Art of Influence©: two days in Amsterdam on [date]. Here is what it gives the team, in short. A lot of our work comes down to behaviour. Customers who need to choose, colleagues who need to come along with a change, people who need to start doing something differently. We usually try to get there with better arguments. The SUE method turns that round: first understand why someone does or doesn't do something, then design the situation so the behaviour we want becomes the easy option. What the team gets out of it: I bring back SUE's Influence Framework, plus the templates and cheat cards, and apply it straight away to [project or question]. I can share them with the rest of you. The group is capped at 16 and we work on real cases, so I practise the method on the spot rather than just hearing about it. I also come back with an EQAC-accredited certificate. The cost is 1,490 euros excl. VAT. SUE invoices [organisation] directly, so nothing needs to be paid up front. If you agree, I will book [date] this week. Best regards, [name]

Want the arguments first? Download “How to convince my boss” (pdf) →

What do participants say?

These professionals went before you

10,000+ professionals have attended our courses. Here is what they say.

EQAC Certificate Behavioural Design

9.3/10 · EQAC Certified

I loved the dynamic of the course: exactly the right amount of theory, but above all focused on how to apply it every day. The SUE team made me feel right at home!
Alex Conceiro
Alex Conceiro
UX Designer • Iberdrola
★★★★★
SUE Behavioural Design gives you a powerful and practical framework to effectively influence customers and clients. They are focused on client insights that lead to changing behaviour.
Erik Jan Coenraad
Erik Jan Coenraad
Marketing Manager • KPN
I cannot wait to share these new insights with my colleagues. The concepts of gains, pains, anxieties and comforts stuck with me immediately.
Alice Gaillard
Alice Gaillard
Management Consultant • Hedera
★★★★★
Remarkable how complex material comes to life in a fun and interactive training. The two days flew by and everything was put together excellently.
Alina Chakh
Alina Chakh
Change & Transformation Consultant • ABN AMRO
★★★★★
What do you get?

What you get, and who you learn it from

You'll take home tools, frameworks, an AI expert and a club that stay with you forever. Free for every participant. And you learn it from trainers who apply this method themselves every week.

Behavioural Design Toolkit

Frameworks, cheat cards & canvases

Ready to use in your work from day one. The method, tools and shortcut cards to get results fast.

Kennis Frameworks
Inzicht Templates
Cheat Cards
Free for participants
Behavioural Design Toolkit materialen
Kennis
Framework + Canvas

SUE Influence Framework Canvas

The tool that surfaces the forces between current and desired behaviour.

SUE Influence Framework Influence Canvas
Cheat Card

CAN Interventions

Overview of the most effective interventions to make behaviour easier. Directly applicable to your behavioural challenges.

CAN Interventions deel 1 CAN Interventions deel 2
Cheat Card

WANT Interventions

Overview of the most effective interventions to increase motivation. Directly applicable to your behavioural challenges.

WANT Interventions deel 1 WANT Interventions deel 2
Cheat Card

AGAIN Principles

The principles for lasting behaviour change, concisely summarised. Includes a worksheet to design AGAIN strategies for your case.

AGAIN Principes deel 1 AGAIN Principes deel 2
Kennis
Canvas + Cheat Sheet

Jobs-to-be-Done Canvas + Cheat Sheet

Discover the real motivations behind choices. Map the functional, emotional and social 'jobs' of your target audience.

JTBD Canvas JTBD Cheat Sheet
Inzicht
Guide

Behavioural Interview Guide

Gather in-depth behavioural insights with the right questions. Step-by-step plan and questionnaire for qualitative interviews with your target audience.

Interview Guide deel 1 Interview Guide deel 2
Inzicht
Cheat Sheet

Behavioural Statement

Formulate a sharp behavioural challenge as the basis for your intervention design. Includes cheat card and worksheet for immediate use.

Behavioural Statement deel 1 Behavioural Statement deel 2
Cheat Card

System 1 & 2

Understand how people really think and decide. Includes a practical guide to applying System 1 in communication and behavioural design.

System 1 en 2 deel 1 System 1 en 2 deel 2
Inzicht
Guide

Prototyping Guide

Test your behavioural interventions quickly and cheaply before rolling them out. Step-by-step guide for lo-fi prototyping based on the Behavioural Design method.

Prototyping Guide deel 1 Prototyping Guide deel 2
Community

BD Club, Lifetime membership

10,000+ behavioural professionals. Monthly case calls, active community and free access to new templates and updates.

BD Club
Certificate

EQAC-accredited certificate

Officially recognised by EQAC. Confirms your expertise in Behavioural Design. You also receive a digital version to share on LinkedIn.

EQAC Certificaat
+
Your trainers

Guided by experienced Behavioural Design consultants

Kirsten Kremer, trainer SUE Behavioural Design

Kirsten Kremer

Trainer & Consultant

Experienced trainer at the intersection of Behavioural Design, people & culture strategy and wellbeing programmes. Helps organisations understand and positively steer human behaviour.

Birgitta Vrins, trainer SUE Behavioural Design

Birgitta Vrins

Trainer & Consultant

Combines behavioural science with sustainability and healthcare. Specialist in sustainable change at individual, organisational and societal level.

Thijs Perquin, trainer SUE Behavioural Design

Thijs Perquin

Product Designer & UX Strategist

Behaviour-focused innovator who translates behavioural science into smart, practical solutions. Helps teams innovate faster, smarter and more effectively.

Mylene Samuels, trainer SUE Behavioural Design

Mylene Samuels

Trainer & Consultant

Founder of the Behavioural Design Circle at ABN AMRO. More than 25 years of marketing experience at the intersection of CX, proposition development and behaviour change.

What else do you want to know?

Everything you need to know

Absolutely. Behavioural Design is for anyone who works with people. Our participants come from marketing, HR, policy, UX, product, sales, communications, healthcare and leadership. It's not about your job title, it's about whether you want to change behaviour.

No. The training starts from scratch and builds up systematically. Whether you're hearing about behavioural science for the first time or already have experience, the Influence Framework gives everyone a fresh, practical lens.

The content is identical: same 11 modules, same tools, same certificate. The difference is the experience. Online, you work at your own pace (approx. 16 hours) with personal feedback on your case and lifetime access. Live, you work intensively for two days with up to 16 professionals in Amsterdam.

You follow 33 lessons at your own pace, wherever and whenever suits you, while working on a behavioural challenge of your own. A trainer gives you personal feedback on every assignment. You get six months of access (plenty), the same toolkit with templates and cheat cards as the live edition, and you finish with a digital certificate.

Yes. The course is EQAC-accredited and you'll receive an official certificate. We invoice your company directly. Most participants claim it as professional development. Still need to win your manager over? Need to convince your manager first? Download “How to convince my boss” (pdf): seven persuasion principles plus a ready-made email you can forward straight away.

The live edition costs €1,490 ex VAT (two days in Amsterdam), the online edition €1,190 ex VAT (33 lessons, at your own pace). The course includes far more than two days of sessions. You also get a complete toolbox with templates, access to the BD × AI Mentor (for ChatGPT, Claude, Copilot and Gemini), lifetime BD Club membership, and an EQAC certificate. Participants rate the course 9.3/10 and 98% recommend it.

The Influence Framework. The SWAC Tool. A Behavioural Design Toolbox with templates and cheat cards. The BD × AI Mentor for direct AI support (as GPT, Claude Skill, Copilot Agent and Gemini Gem). An EQAC certificate. And lifetime BD Club membership.

Think about it this way: if the course helps you make just one campaign, product or proposal more effective, what's that worth? Participants rate the course 9.3/10 and 98% recommend it. Unable to attend? You can always send a colleague in your place, free of charge.

Unable to attend? You can always send a colleague in your place, free of charge. Get in touch via academy@sueamsterdam.com and we'll always find a solution. And with the online edition this never comes up: you start whenever you want.

Not sure yet?

See how this thinking works, free

The free mini masterclasses show you the thinking errors that quietly shape behaviour in your own field, and what to do about them. It is the same way of looking that you apply to your own work for two days in this course.

Choose your free mini masterclass → Free · pick your topic · access sent straight away Prefer to read it through quietly first?
Participant showing her certificate after the training in Amsterdam
Ready to get started?

The next edition of The Art of Influence© starts soon

Only 16 places per edition. You can also register via Bloomville or Springest, and you always pay by invoice.

Unable to attend? Send a colleague for free
Enrol now → Prefer your own pace? See the online training
9.3/10 rating 10,000+ professionals trained EQAC accredited Online & live

€1,490 excl. VAT · Next edition · Live in Amsterdam€1,490 excl. VAT

Enrol now →