Astrid Groenewegen

Change the situation, not the person.

I am a behavioural scientist, and I make that science practical. For fifteen years I watched organisations try to persuade people, while behaviour only changes when the environment changes. That is not an opinion, it is what the research shows time and again. And it is what I design every day.

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Astrid Groenewegen giving her keynote at the Scaling Up conference
Keynote Scaling Up conference
10,000+
Professionals trained
Cover of De Kunst van Gedrag Ontwerpen, the Dutch edition of The Art of Designing Behaviour by Astrid GroenewegenNr. 1
Managementboek Top 100
9.3/10
Springest
EQAC
Certified

The professionals we trained work at, among others

KPN Randstad Achmea Eneco ANWB Roche
Astrid Groenewegen on stage at HRexperience in Belgrade, seen from the packed auditorium
Keynote HRexperience, Belgrade
What I stand for

Cynicism is the easiest position in any room.

I work for the person in between. Not the dreamer who hopes things will get better, and not the cynic who is certain they will not.

The problem is not in the person. It is in the environment. And the environment is something you can change. That is not an opinion. Kurt Lewin showed that behaviour changes when you change the forces in the situation, not when you push harder. Daniel Kahneman showed how automatic most of our choices are.

I have turned that science into tools you can use to actually design a situation. My optimism is not a mood. It is a conclusion.

From my keynote for our alumni

Since De Gelukscode came out, I have suddenly been promoted to self-help guru. And if there is one thing I am not, it is that.

The answer is really quite simple. I am a designer. Your best chance of success is not in tinkering with yourself, but in designing your context.

Astrid Groenewegen

Three ways to work with me.

Astrid Groenewegen on stage at the SchuldInfo annual conference

Speak

A keynote after which your audience approaches change differently: not with more persuading, but with a better designed situation. In English or Dutch.

9+ audience score, Scaling Up conference
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Astrid Groenewegen teaching in the online academy

Learn

Learn to design behaviour yourself, with the method and the tools. I teach all eleven online trainings in the academy myself, in English and at your own pace, from the fundamentals to the deep dives.

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Cover of De Kunst van Gedrag Ontwerpen, the Dutch edition of The Art of Designing Behaviour

Read

The Art of Designing Behaviour describes the SUE | Behavioural Design Method© step by step, from the Influence Framework to the interventions. The Dutch edition reached number 1 in the Managementboek Top 100.

Dutch edition: De Kunst van Gedrag Ontwerpen
Read about the book →All articles
Portrait of Astrid Groenewegen, seated, in a black blazer
In brief

Who I am.

Co-founder
Together with Tom de Bruyne I founded SUE | Behavioural Design. What began as a translation of the science grew into a design method of its own, used by organisations at home and abroad, from banks and governments to healthcare providers.
Author
The Art of Designing Behaviour, published in Dutch as De Kunst van Gedrag Ontwerpen and number 1 in the Managementboek Top 100. Then De Gelukscode, the same design lens on personal life. My third book, which I am writing now, goes back to the science.
Trainer and speaker
Through the SUE | Behavioural Design Academy I have trained professionals from 45 countries, from marketers and policymakers to board members. I am the person who translates behavioural science so that you can apply it the same evening.
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