What is Behavioural Design?

Behavioural Design is the systematic design of a context in which the desired choice becomes the easiest. You combine insights from behavioural science with a structured method to analyse, predict and influence behaviour. The SUE Behavioural Design Method brings this together in four steps and five invisible forces.

Who is the SUE Academy for?

For marketers, HR professionals, communication experts, policymakers, managers, change leaders, UX designers and sales professionals: anyone who needs to get people moving as part of their work. The academy has been followed worldwide by 10,000+ professionals in 45+ countries.

How long does a SUE training take?

You choose. An individual The Art of Influence runs 2 days live in Amsterdam or is 33 online self-paced lessons. A Deep Dive for teams runs 1 day. An in-company training with follow-up days runs over several months. Learning Journeys for organisations run 4 to 8 months, tailored end-to-end.

Do I receive an official certificate?

Yes. Every SUE training ends with an officially recognised certificate, EQAC accredited (European Quality Assurance Council). This certificate is internationally recognised and confirms that you have mastered the Behavioural Design Method.

How is this different from regular marketing or communication training?

SUE doesn't teach you to communicate or persuade, it teaches you to design behaviour. You get a systematic method (the SUE Influence Framework) that works in every field: from marketing to policy, from HR to change management. The focus is on the context, not the message.

Europe's #1 Behavioural Design Academy

Learn to influence choices and behaviour.

We offer training for senior professionals and leaders who want to create buy-in, get people on board and influence choices and behaviour predictably with the Behavioural Design Method^©. Influencing successfully isn’t a talent; it’s a skill no professional who needs to get things done can do without.

See our training programmes ↓

Participants working with the Influence Framework during a Behavioural Design training in Amsterdam

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

Our offer

Our most popular training

Two-day live training or online at your own pace

The Art of Influence^©

Getting people on board, building support and changing behaviour. In two days you learn how choices and behaviour come about, and the method to influence them predictably with the SUE | Influence Framework^©. With toolkit, certificate and AI Mentor, so you can carry on with it on Monday.

Duration2 days
WhereAmsterdam
Group16 at most
Next edition8 & 9 April 2027

More about The Art of Influence^© →

Participant shows the certificate of the Behavioural Design Fundamentals course, signed by Astrid Groenewegen and Tom de Bruyne

For leaders and management teams

Leading with Influence^©

Leading is getting people on board: your team, your colleagues, your stakeholders. In this five-month leadership training your management team also learns to make better decisions together: clear decision-making, ownership and collaboration, with behavioural science as a shared lens.

More info →

Deep dive · online at your own pace

The Human Edge in AI Adoption

As a leader you learn how to set up an AI implementation so that your people actually start using the tools. You see where it stalls in your organisation and what to change in the work situation so that using them comes naturally. The behavioural psychology behind digital transformation, applied to your own team.

More info →

See all training →

Online Deep Dive Behavioural AI Start whenever you like Explore the Deep Dive →

Or start from your challenge

What do you want to solve?

The change has been announced and nothing happens → I need to get parties with their own interests on board → My team says yes and carries on as before → Our people’s behaviour needs to change → My client chooses something other than what I advise → How do I get my people motivated and engaged? → There is resistance and I don’t know what to do with it → My people aren’t using the new tool → I need support for my plan → My case is sound and they still don’t follow → I need to bring along people who don’t report to me → All challenges →

All fields →

Proven effect. Change that lasts.

10,000+Professionals trained

45+Countries

200+Organisations trained

9.3/10Average rating

15 yearsExperience

Our method

How you learn to influence choices and behaviour

The SUE Influence Framework with Pains, Gains, Comforts and Anxieties around current and desired behaviour — The SUE | Influence Framework^©. It shows you which forces drive someone's choices and behaviour, and where your influence starts.

1 · Catch

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

You find what motivates someone and, above all, what holds them back. That is where influence starts.

2 · Convert

You make the desired behaviour the logical choice

You influence the choice itself: 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

Your influence holds up, even when nobody is steering it any more.

Why SUE

For years the number one in influencing choices and behaviour.

From our bestsellers The Art of Designing Behaviour (Astrid Groenewegen) and Gamechangers (Tom de Bruyne) to our own method and our consultancy: what you learn with us is what we do every day for clients worldwide, such as ABN AMRO, Heineken, Roche, eBay and UNHCR.

The Art of Designing Behaviour by Astrid Groenewegen and Gamechangers by Tom de Bruyne

Proven method

The Behavioural Design Method^©, with the SUE | Influence Framework^© at its heart. Written out in full in the number-one bestseller The Art of Designing Behaviour.

Recognised and experienced

More than 15 years, 10,000+ professionals from 45+ countries and 200+ organisations. EQAC-certified, with a certificate for every participant.

100% practice-based

No theory you file away. We apply the method ourselves every day in our consultancy SUE & The Alchemists, and you apply it to your own case.

Always more than training

You go home with a skill, not a binder. Plus access to the Behavioural Design Club and SUE’s AI mentor.

Front of the SUE building on 's-Gravenhekje in Amsterdam, with light blue shutters

Training venue Amsterdam

Our own training venue

We have a fully equipped training venue in Amsterdam that's easy to reach by car and public transport. It helps participants truly step away from work, not least because we make sure everyone is well looked after with good food and drinks. Ideal for team building with substance, too.