Nr. 1 Managementboek Top 100
Discover a practical method to influence decisions and shape desired behaviours. The same method that SUE has used to help organisations and teams worldwide, described step by step in this book. Behavioural science made practical, based on years of real-world experience.
Want to learn how to apply this method? Join the two-day Behavioural Design Fundamentals Course, every step powered up with AI. Including free access to the SUE Guru GPT, your AI mentor after your training.
Why do brilliant ideas sometimes fail? Because we forget that it's all about influence. Not what you want to say, but what moves the other person.
The art of designing behaviour starts with outside-in thinking. Instead of reasoning from your own product, service or message, you start from the psychology of the other person. What drives them? What holds them back? What context shapes their choices?
This book gives you a complete system to understand, design and change behaviour. Based on the SUE | Behavioural Design Method.
Behavioural principles from science translated into tools you can apply immediately. From System 1 & 2 to the Influence Framework.
Four steps: Insight, Intervention, Impact and Implement. Nine building blocks. A proven approach to systematically change behaviour.
20+ intervention techniques, from Option Reduction to Social Proof, from Framing to Forcing Functions. With real-world examples and exercises.
Persuasion principles alone are not enough. You need to understand how someone makes decisions.
Browse the book
Mastering a practical method to influence decisions and shape desired behaviours
A book for marketers, designers, policymakers, managers and anyone who wants to understand people's behaviour and positively influence it. From strategy to intervention.
Most organisations make three critical mistakes when trying to change behaviour. These are exactly the mistakes that cause good plans to fall apart.
We reason from ourselves: our message, our product, our solution. But people make decisions from their own context, not yours.
We think people make rational choices. But 95% of our behaviour is driven by System 1: fast, automatic and unconscious.
We try to convince people with arguments. But behaviour change requires designing the right context, not the right words.
The Behavioural Design Method is a proven four-step approach. From insight to implementation, from analysis to impact.
Understand how people think and decide. Discover the forces that determine behaviour with the SUE | Influence Framework: Job-to-be-Done, Pains, Gains, Anxieties and Comforts.
View the framework ↻
Back ↺
Design interventions with the SUE | SWAC Tool. Make desired behaviour easier, more attractive and socially desirable. From ideation to concepting.
View the tool ↻
Back ↺
Test your interventions with rapid prototypes with real people. Learn what works, what doesn't, and how to increase your influence.
View the approach ↻
Back ↺
Learn to turn separate ideas into an influence flow with the SUE | 4C Influence Flow. Safeguard ethics in your behavioural design and make the right decisions at organisational, team and project level.
View the flow ↻
Back ↺
It's not about what you want to say. It's about what moves the other person and most importantly what holds them back.
Expert in applied behavioural science and founder of SUE | Behavioural Design Academy. With The Art of Designing Behaviour she wrote a bestseller in the Managementboek Top 100.
Astrid trains hundreds of professionals every year in the SUE | Behavioural Design Method and helps organisations to make their products, services and policies more human and more effective. In 2026 her second book will be published: The Happiness Code.
In the introduction of The Art of Designing Behaviour you discover why brilliant ideas sometimes fail, what outside-in thinking is and how the SUE | Behavioural Design Method helps you to systematically change behaviour. A preview of the method already used by thousands of professionals worldwide.
Download the excerpt (PDF)
In this two-day training you learn to apply the method from this book to a real case. Step by step you go through the complete process from Insight to Implement and go home with concrete skills you can put to use immediately.
New: Powered up with AI. Every step of the method is enhanced with AI. Including free access to the SUE Guru GPT.
