Learning journeys for leadership and team development

You know what needs to change. We help it stick for good.

AI adoption that needs to scale. Talent you want to retain and develop. Change that needs to last. Team vitality that holds up under pressure. The vision is there. The challenge lies in making it structurally come alive in desired behaviour. We design bespoke behavioural design learning journeys, from diagnosis to embedding, that make behaviour change land in 4 to 8 months.

Schedule a no-obligation conversation → 30 minutes · With a SUE partner · No sales pitch
Participants in a SUE learning journey for leadership and team development
Heineken ING Bank KPN Eneco ANWB Randstad Amnesty International Roche Adyen European Commission Centraal Beheer Achmea DPG Media Gemeente Amsterdam Rijkswaterstaat Sony eBay CZ Heineken ING Bank KPN Eneco ANWB Randstad Amnesty International Roche Adyen European Commission Centraal Beheer Achmea DPG Media Gemeente Amsterdam Rijkswaterstaat Sony eBay CZ
Who is this for?
L&D Directors Transfer to the workplace keeps falling short, and you want to know how to solve that structurally.
HR Directors You invest in L&D, but the behaviour change is invisible and the return unclear.
Transformation Officers You're hitting resistance that communication and standalone training can't break through.
CEOs & Directors Change is moving too slowly; you want an approach that demonstrably works, not good intentions.
Four insights about behaviour change

Why organisations that understand this transform faster

Not as theory. As patterns you recognise the moment you see them, and that never leave you after that.

1
People don't change through persuasion; they change when you change the context
When you understand how behaviour truly works, you design the environment where the new behaviour becomes the logical choice. Not communicating harder. Designing smarter.
2
Resistance tells you exactly where the real problem lies
Organisations that use resistance as diagnostic information find the core of what's blocking change more quickly, and therefore also know how to break through it.
3
The most powerful learning journeys work with your own strategic challenge
Participants learn Behavioural Design by applying it directly to a challenge that truly matters tomorrow. They learn and the problem gets tackled simultaneously.
4
Success is measured three months after the journey, not during it
Not in satisfied faces after the session. But in behaviour that is visible in daily practice. That is the only moment at which you know whether the change truly stuck.

Once you see this, you design every subsequent change programme differently.

Curious what this means for your organisation? Schedule a conversation →
How we work together

Behaviour doesn't change in a day. That's why we design learning journeys, not standalone training.

What is a learning journey? A learning journey is a guided organisational programme of 4 to 8 months in which a team systematically learns to apply behaviour change to their own strategic challenge. Unlike standalone training: new behaviour is embedded step by step in daily practice, from diagnosis to embedding.

Knowledge alone doesn't change behaviour. Yet many programmes are still focused on knowledge transfer. We start with a different question: Which psychological forces are keeping people stuck in the old behaviour? Fears. Habits. The comfort of the familiar. Only once those forces are visible do we design a bespoke learning journey, built around your own strategic challenge.

SUE Behavioural Design diagnosis session: behavioural analysis for a bespoke organisational learning journey
Step 1

Diagnosis

Together with the team we carefully map which psychological and organisational forces are maintaining the current behaviour. Think ingrained routines, implicit norms, perceived risks and the certainty of existing ways of working. Only when that dynamic is clear does it become possible to see what is truly needed to make change land durably. And we create immediate buy-in.

Co-creation of a learning journey together with leadership at SUE Behavioural Design
Step 2

Co-creation

We develop the learning journey in close collaboration with your leadership, starting from a live strategic challenge. No fictional cases, but the real work. We also co-create with the teams themselves. We don't broadcast, but design a context that makes the desired behaviour natural and achievable for them. What team members learn, they apply directly to their own work.

SUE behavioural designer guides a learning journey and dynamically adjusts interventions
Step 3

Guidance

Our behavioural designers follow the journey closely and dynamically adjust interventions to what unfolds in the organisation. What feels like resistance, we use as diagnostic information to optimise the learning process.

Embedding behaviour change in an organisation through a SUE learning journey
Step 4

Embedding

Behaviour doesn't change in a single session. That's why we build in structural recurring moments, until the new behaviour is part of daily practice, typically over a period of four to eight months. Only when the behaviour is visible and stable do we close the journey.

Strategic themes we work on
AI adoption Culture change Customer-centric transformation Change management Leadership & ownership Wellbeing & engagement
In practice

Example of a bespoke learning journey

Rabobank • Marketing Academy

How the entire marketing team of Rabobank headquarters learned to apply behaviour-driven marketing

Challenge

All marketers at Rabobank headquarters needed to understand and apply behaviour-driven marketing, specifically for the context of financial services.

Approach

SUE designed a bespoke programme of 8 training sessions, built entirely around the challenges and cases of Rabobank Marketing. No standard curriculum; the organisation itself as the learning vehicle.

Result

The entire marketing team at headquarters completed the journey. The department reported exclusively positive signals and compliments.

What the client says

“Tom and SUE took all marketers at headquarters through a tailored programme of 8 training sessions specifically for financial services. Every training was passionate, current, inspiring and relevant. I can highly recommend working with SUE.”

Thies van Zadelhoff, Marketing Academy Manager Rabobank, SUE Learning Journey participant
Thies van Zadelhoff Marketing Academy Manager • Rabobank
Two more experiences
SUE is our trusted partner in developing our leadership programme. SUE helps our leaders build a shared language for resolving conflict, motivating teams and continuing to develop our entrepreneurial culture. We have now trained leaders and emerging leaders from around the world.
Bram Hage, CEO NewCold, SUE Learning Journey participant for global leadership development
Bram Hage CEO • NewCold (worldwide)
We ran an inspiring L&D programme in partnership with SUE for our communications and lobbying teams, learning to communicate and act from behaviour, so we could shift from “being right” to “winning people over”. Every workshop was a joy.
Annie van de Pas, Executive Director Natuur & Milieufederaties, SUE Learning Journey participant
Annie van de Pas Executive Director • Natuur & Milieufederaties
Tom De Bruyne, co-founder SUE Behavioural Design and author Gamechangers Gamechangers — book by Tom De Bruyne about behaviour change in organisations
Every transformation stalls at the same point: the gap between knowing and doing. That gap is not a willpower problem, it's a design problem. And once you see it that way, the solution suddenly becomes much more concrete.
Tom De Bruyne Co-Founder SUE Behavioural Design • Author “Gamechangers” The definitive book on system interventions that work
Our approach to AI adoption

Behavioural Design × AI: the reason our journeys actually stick

There are plenty of AI tools. What organisations lack is insight into why people avoid the new behaviour. We always start with the psychology, not the tool. The problem is never the technology. It is always the behaviour.

Behavioural Design and AI adoption combined in a SUE learning journey for organisations
Step 1
Diagnosis: why does adoption stall after the pilot? We map the psychological forces that keep people stuck in the old behaviour. Fear of losing expertise, habitual behaviour, social norms. Only once we know why do we design how.
Step 2
Design: AI adoption as a behaviour challenge We design the learning environment so that the new behaviour becomes the path of least resistance. No persuasion campaigns; a context that makes it easy for people to work differently.
Step 3
Embedding: behaviour that persists after the journey Through recurring moments, peer-to-peer learning and small behavioural experiments that teams run themselves. The journey doesn't end after the last session; the behaviour has only just begun by then.
Step 4
AI as amplifier, not threat Teams learn to brief AI from behavioural insight. This makes AI an amplifier of their work, not a threat to their expertise. And usage grows organically, because it feels genuinely useful.
Behavioural science Behavioural science
+
AI tooling AI tooling
=
AI adoption that sticks AI adoption that sticks
For your CFO or board

What your board wants to know before they say yes

As an L&D Director or HR leader, you know why this is necessary. But your board looks at different questions. This is what a learning journey delivers for them, in language they understand.

Higher return on L&D budget

Most training budgets are spent on one-day sessions that are forgotten six weeks later. A learning journey with recurring moments delivers demonstrably higher behaviour change per pound than standalone training.

Faster strategic results

We don't work with fictional learning cases, but with your real strategic challenges. The organisation learns and the problem gets solved simultaneously. That makes the ROI measurable and immediately visible to the board.

Lower risk than a consultant

A consultant creates a plan and leaves. We guide the behaviour change until it sticks, including adjustments when something isn't landing. And we build internal expertise that remains within the organisation.

Marjan Krom, programme manager SUE Behavioural Design Academy Marjan KromHospitality & Happiness Manager

Curious whether a learning journey fits your challenge? Get in touch and Marjan will connect you directly to the right SUE partner.

Schedule a conversation online Or call us  +31 (0)20 223 46 26 Or email us  academy@sueamsterdam.com
Frequently asked questions

What organisations ask us most

Yes. AI adoption is currently one of the most requested topics. The pattern is always the same: the tools are there, usage stalls at 20-30%. That's not a technical problem, it's a behavioural one. People avoid the new behaviour not out of reluctance, but discomfort: it feels uncertain, slow, and threatening to their expertise. We start with a diagnosis of exactly those psychological forces, then design a journey that makes AI adoption the path of least resistance.

Most journeys run four to eight months. That sounds long, but behaviour change takes time. A two-day training doesn't change habits; recurring sessions do. We always build the timeline together based on the change challenge and number of participants.

We guide journeys for teams of 10 to organisations of 500+ people. With larger groups we combine plenary sessions with smaller working groups. The approach scales; the behavioural design logic stays the same. We also run international journeys: NewCold trained leaders and emerging leaders from around the world through one shared leadership programme with SUE.

A SUE learning journey differs from regular training providers because we start with a behavioural diagnosis rather than knowledge transfer. We first ask: which psychological forces are keeping your people stuck in the old behaviour? Only once we've mapped those, the fears, habits and comforts, do we design the journey. Your own strategic challenge is the learning vehicle. No fictional cases, no standard curriculum.

We measure the success of a learning journey three months after completion: is the team applying the new behaviour in practice? We define upfront which concrete behaviour change constitutes success. That's the benchmark, not an evaluation form right after the session. If the desired behaviour is visible three months later: success. If not: we adjust the journey.

Learning journeys start from €25,000, depending on scope, duration and the number of recurring sessions. In our introductory conversation we explore together what fits your situation. We guide a limited number of journeys per year, so we can give each the attention it deserves.

We measure not just at the end, but also along the way. If we see that something isn't landing as expected, we adjust the journey; resistance is information for us, not an obstacle. We define together at the start what success looks like. Sometimes the answer three months later is: it's not working as expected. Then we go back to the diagnosis. That is why we start there: a thorough analysis of the forces blocking change, so we design for reality, not for assumptions.

In 30 minutes we explore your change challenge together: what do you want to change, where does it get stuck, and which psychological forces are at play? No sales pitch, an honest strategic conversation. Sometimes the answer is: this isn't the right fit. We'll say that too.

Still have questions? Ask them in a conversation →

Free • No obligations • Response within 2 working days

Further reading

Insights for L&D and Leadership Teams

The science behind our approach, applied to the challenges you recognise.

Change management

Why change initiatives fail (and what you can do about it)

70% of all change programmes fail to reach their goals. Not through bad intentions, but through a fundamental misunderstanding of how behaviour works. (McKinsey, 2023)

Read article →
AI adoption

Why AI adoption fails, and it's not a technical problem

The tools are there. Usage stalls at 20–30%. What's really going on, and how you design AI adoption as a behaviour challenge. (McKinsey Global AI Report, 2024)

Read article →
HR & Organisational behaviour

Why employee engagement always disappoints

Engagement surveys, team events, flexible working hours. Yet engagement doesn't rise. What you're missing is a behavioural design lens on your work environment. (Gallup State of the Global Workplace, 2024)

Read article →
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