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 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.
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 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.
We've trained over 5.000 people from over 45 countries
We've are officially accredited by the EQAC
We have a 4,8 rating on Google from former participants
This is SUE
Meet our team
All of our instructors and staff are highly qualified professionals, widely acknowledged in their field.
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 to influence the irrational human being predictably. Our added value is that we give our clients insight into the human behind their target group; we unravel their decision-making process and the forces that shape their behaviour.
We are accredited by the EQAC.
Why 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. Our name is SUE. How do you do?
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Learn how to apply the psychology 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 the psychology of influence 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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