When you understand why people do what they do, you can design products that convert, policies that work, and organisations that truly move. That's Behavioural Design. Combine it with AI and you have the most powerful skill in your professional arsenal.
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Individual training
Online or in Amsterdam. From 1 day to 6 months.
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Team training
In-company, applied to your real challenges. From 1 day to 6 months.
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For boards and leadership teams. Bespoke programmes, measurable results.
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Behavioural Design is the discipline of designing contexts that make the right choice the easy choice.
It's not about tricks. It starts with a deep understanding of why people do what they do — and why they keep doing what they'd rather stop. Once you see the invisible forces behind behaviour, you can design a context that genuinely moves people.
Behavioural science
Power of AI
Professional superpower
We've tackled hundreds of influence challenges across every sector. Choose your audience and see what Behavioural Design + AI can do.
A/B testing button colours misses the point. Understand the psychological barrier blocking the purchase, and you can design customer journeys that genuinely convert.
“How can we entice our customers to think about their energy challenges and arrange this through KBC?”
The problem is never motivation — it's the moment. Understand how voting behaviour really works, and you can design campaigns that get people to the ballot box.
“How can we ensure that as many people as possible turn out to vote on the day of the European elections, regardless of their political preference?”
More emotion won't close it. Understand the psychological barriers holding donors back, and you can design giving experiences that actually convert.
“How do we convince high-net-worth individuals to give structurally to a problem that seems unsolvable?”
Engagement surveys change nothing. Understand how habits and context drive behaviour, and you can design workplaces where people genuinely want to perform.
“How do we design a shared leadership culture in an organisation that is scaling at breakneck speed across 4 continents?”
Doctors, consultants, specialists — they don't decide at conferences or in meetings. They decide in the moment. Understand that moment, and you win.
“How can we convince diabetes doctors, nurses, and health insurers that our new subscription model is far better for patient, clinician, and payer?”
The best people don't choose the best deal. They choose the story they want to belong to. Understand that, and you can design recruitment that attracts exactly the right people.
“How do we attract the brightest young engineers from Saudi Arabia to choose us over a trendy tech start-up?”
Citizens, farmers, policymakers — they don't resist change. They resist loss. Understand that, and you can turn resistance into genuine engagement.
“How do we get farmers, citizens, and policymakers aligned behind ambitious nature policy?”
Awareness campaigns don't work. Fines work even less. Understand how context drives behaviour, and you can design policies people actually follow.
“Why don't people wash their hands at the office, even though they know they should and dispensers are everywhere?”
From global NGOs to major banks, from agencies to government departments. Here's what they take away.
Officially recognised certificate • EQAC accredited
Astrid Groenewegen and Tom de Bruyne believe the world can be shaped. Not naïvely, but with stubborn optimism. We call it Knalldrang. Over 15 years, they’ve helped more than 200 organisations worldwide with the SUE method. And they know one thing for certain: behaviour can be designed, and the power of positive influence can be learned. Astrid wrote the bestseller ‘The Art of Designing Behaviour’ and ‘De Gelukscode’. Tom wrote ‘Gamechangers’, the definitive book on system interventions. Together they built an Academy and Consultancy for people who refuse to wait for change — people who want to use knowledge of human behaviour, combined with AI, to create real breakthroughs. They’re backed by a brilliant team of equally passionate SUE people.
15+
years' experience
200+
organisations
3
bestsellers
45+
countries
We train in our own historic building in the heart of Amsterdam. Rich history, a warm atmosphere, inspiring spaces — and our mission to make every guest feel welcome (the catering alone is worth the trip). We also offer online self-paced courses and on-site training at your offices. Though we know from experience: stepping away from the day job truly deepens the learning.
Self-paced or live. Solo or with your team. Every format is available as an individual training and as a bespoke team programme.
Learn at your own pace, whenever it suits you. Lifetime 24/7 access to all course materials and downloads through our online academy.
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Learn alongside like-minded peers in our historic building in Amsterdam. Interaction, depth, and hands-on application from day one.
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The full live experience, but online. Same content, same guidance — accessible from anywhere in the world.
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Online and live sessions combined. Learn at your own pace and tap into the energy of group dynamics.
Get in touch →The latest on behaviour, influence and AI
Choose the path that fits.
Individual training
Online or in Amsterdam. From 1 day to 6 months.
Explore courses →
Team training
In-company, applied to your real challenges. From 1 day to 6 months.
Explore team programmes →
Learning journeys
For boards and leadership teams. Bespoke programmes, measurable results.
Let's talk →
