Behavioural Design for managers and leaders

Get your team moving with deep insight into human behaviour.

You communicate clearly, you've got a solid plan, you set the direction. But your team isn't moving. More than 10,000 professionals have discovered how Behavioural Design and AI help you understand why people do what they do, and how to design the right context so that the behaviour you want follows naturally.

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Fundamentals from €1,490 · EQAC-accredited · max. 16 participants

Managers and leaders working together on the Influence Framework during a SUE Behavioural Design training

9.7/10 Average rating

10,000+ Professionals trained

EQAC Accredited training

Behavioural Design × AI: the combination that gives you the edge as a manager

People aren't rational decision-makers. They operate on autopilot, driven by social norms and the context around them. As a manager you want to change behaviour, but you've never been taught how behaviour actually works. Behavioural Design gives you that insight, plus a method to work with it systematically. Combined with AI, you can experiment faster and create more impact. The difference is never the technology. It's the people.

BD x AI Guru tool used in the Behavioural Design training for managers and leaders

Understand why your team isn't moving You get to know the unconscious forces that keep behaviour in place: fear, habits, social norms and a poorly designed context. Not a lack of motivation or capability.

The SUE Influence Framework The proven method for mapping the psychological forces that drive your team's behaviour. Grounded in decades of behavioural research, directly applicable to your management practice.

Design interventions that change behaviour You learn how to adjust context so that the desired behaviour becomes easier. From team briefings and feedback structures to the physical and digital environment around your team.

Use AI as an extension of your behavioural insight The BD x AI Guru helps you move faster from analysis to intervention. You prompt with precision, generate hypotheses and test experiments in less time. Leading at a higher level.

Behavioural Science

Power of AI

Influential leadership

What the training gives you

What you'll do differently
after the training as a leader

Four shifts that managers and leaders name again and again after completing the training.

You stop persuading and start designing

Arguments rarely change behaviour. You learn that behaviour is driven by context, not by the message. You invest your energy in adjusting the environment instead of repeating the same message.

You read resistance as useful information

Resistance isn't sabotage, it's a signal that the context doesn't yet support the desired behaviour. You learn to read resistance and use it as input for better interventions in your team or organisation.

You design defaults that point in the right direction

People follow the path of least resistance. You learn how to set up structures, routines and standards so that the desired behaviour becomes the default rather than the exception. Change sticks without constant steering.

You move faster from analysis to experiment

With the JTBD method and AI tools you translate insights about your team directly into concrete, testable interventions. No more endless planning — you start learning by doing, in shorter cycles with measurable impact.

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Results

What participants say about the Behavioural Design training

The Behavioural Design Academy ensures your view of the world changes. After 7,500 working days, I learned in just two days how you can influence behaviour. After that, you can initiate change where you'd never previously thought to begin. If you want to be meaningful in this world, you need to follow the academy.

Harold van Puijenbroek

Managing Director · Eluced

★★★★★

I believe this is an excellent programme with a great mix of theory and practice. I'm going to use it a lot, and I believe this should be part of the training for every HR Director and Transformational Director.

Stefano Beretta

CEO & Senior Management Negotiation Consultant · Scottwork Italia

★★★★★

You CAN have SWAC! The course offered a wonderful balance between content and theory with practical examples. The teachers are highly knowledgeable and approachable.

Benji Coetzee

EVP Growth & Change · KPN

★★★★★

Lots of insights and concepts. It was valuable to first work through each element of the Influence Framework separately before combining them in a larger exercise.

Elise Diepeveen

Director People & Organization Development · Stork

★★★★★

The BDA provides a great structure to apply behavioural insights in real-world situations. Jorn was fantastic at creating an open atmosphere in which to truly understand how people think and what can be done to influence their behaviour.

James Salisbury

Innovation Consultant · Innovia Technology

★★★★★

I've learned many new insights that I can apply in our marketing strategies but also in other areas like teambuilding and organisation. The BDA is perfect for anyone who wants to know what really moves people and how to tap into that to persuade others. Brilliant two-day experience!

Karin Müller

Co-Director · Ashoka

★★★★★

Good training with an experienced trainer. For me, the training especially provided insight. It's great to have as a background framework for improvement projects within the organisation or for our customers.

Brian Walburg

Director Customer Improvement · KPN

★★★★★

The workshop was consistent and fun. Astrid really knows the concepts and tools. I really liked the combination of design thinking and behavioural psychology, and I'm bringing back to Brazil new tools to grow my business and create more value for my clients.

Arthur Ranieri

Partner · Atma Genus

★★★★★

Two amazing days with a lot of inspiration. I had already done some behavioural moves, but for some reason it had never been so meaningful and understandable as it is now. Everything fell into place. You gave me a mental structure to tackle a lot of problems and challenges from now on.

Eline Goethals

Strategy Director · Happiness Brussels

★★★★★

For the board

What the board wants to know

Investing in the development of your leaders? Here's what concretely changes:

Better team results, lower attrition

Leaders who understand behavioural psychology create teams that adapt faster, generate less resistance and achieve higher adoption rates for new initiatives. With a direct impact on performance and retention.

Change programmes that stick

Most change initiatives fail because they rely on communication and persuasion. Leaders with a BD toolkit design contextual interventions that structurally change behaviour, even when the manager isn't in the room.

A shared language for behaviour change

When multiple leaders use the same method, the organisation accelerates. The same frameworks, the same intervention logic, the same way of experimenting. EQAC-accredited, rated 9.7/10.

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Frequently asked questions

We think you'll want to know this

I don't know anything about psychology. Is this still right for me?

Most participants start without any prior knowledge of behavioural science, and that's exactly the point. The training teaches you the psychology you need to understand and move people, linked directly to your role as a leader. No academic theory for theory's sake, just tools you can use the very next day.

I'm a manager. Will I actually get something out of this?

Managers are one of the largest groups in our courses. The method gives you insight into why people do what they do, even when it doesn't seem rational. You don't just learn how to communicate more effectively, you learn how to design context so that the right behaviour happens naturally. That changes how you lead, coach and drive change.

I've been leading teams for years. Will I still learn something new?

The training is most valuable for experienced leaders. You've got the practical experience. The training gives you the scientific framework that explains why some interventions work and others don't. Many participants say afterwards: I was already doing parts of this by instinct, but now I understand exactly why it works and when it doesn't.

Who will I be in the group with?

You'll be in a deliberately mixed group, with professionals from all sorts of sectors and disciplines. Managers, HR professionals, marketers, communication advisers and consultants all sit together. Maximum 16 participants per group. That mix makes the training especially valuable: you also learn from how other disciplines run into similar behavioural challenges.

Where do I start: Fundamentals or Advanced?

Start with the Fundamentals. That gives you the complete Behavioural Design framework: the Influence Framework, the JTBD method and all the core tools. The Advanced Course builds on that with deeper persuasion psychology and framing techniques. Without the Fundamentals, the Advanced lacks its foundation.

Can I claim this back from my employer?

Yes. We invoice in the company name and the training is EQAC-accredited, which makes reimbursement easier. The For the Board section above gives you the business arguments you can use in your request.

What do I actually take away from the training?

You go home with a complete Behavioural Design Toolkit: the SUE Influence Framework Canvas, the JTBD method, cheat cards for CAN, WANT and AGAIN interventions, the Behavioural Interview Guide, Behavioural Statement worksheet, System 1 and 2 guide and the Prototyping Guide. You also get lifetime access to the BD Club (10,000+ behavioural professionals, monthly case calls and free new templates), the BD x AI Guru and an EQAC-accredited certificate. For the live training, there's also a follow-up session after 6 weeks.

Ready to transform your leadership practice with behavioural science?

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Rated 9.7/10 · 10,000+ professionals trained · max. 16 participants per group

Get your team moving with deep insight into human behaviour.

Behavioural Design × AI: the combination that gives you the edge as a manager

Choose the path that suits you