All about The Art of Influence©.
You know your field. Whether your plan succeeds depends on what others do with it: your team, your client, your board. Influence is the layer that decides that. Here you can read what it is, which model sits beneath it and how you learn it.
See the training programmes ↓
What a machine won’t take over.
AI writes the plan, runs the analysis and has the first draft ready. That work is getting faster and cheaper, and less and less of it lands on your desk.
What remains starts where the plan is finished. Someone has to bring along a team that would rather keep doing what it did. Someone has to get a client to choose, convince a board, understand resistance before it is said out loud. That is human work, and it asks that you know how people make choices.
That is what Behavioural Design is about. It is behavioural science made practical: you learn to see which forces drive someone’s behaviour and how to change them. That is why one word sits at the top of our model: human.
For the senior professional and the leader, this is the skill that decides whether you are ready for what comes next.
Expertise can be looked up. Getting people on board is something you have to be able to do.
What is The Art of Influence© training?
In two days you learn how choices and behaviour come about, and the method to influence them predictably. Live in Amsterdam or online at your own pace.
Our training venue in Amsterdam
A fully equipped training venue of our own on ’s-Gravenhekje, easy to reach by car and public transport. You truly step away from work, and you are well looked after with good food and drink.
What is the SUE | Influence Framework©?
The model that shows why people do what they do. At the top is the human, at the bottom what they want to achieve. In between, four forces are at work: Pains and Gains drive change, Comforts and Anxieties hold people back.
From insight to influence
Knowing what holds someone back is the start. The Behavioural Design Method© turns it into a way of working, in three steps. Read more about the method.
Insight
Understand the choice psychology of people and identify the forces that drive their behaviour.Intervention
Use behavioural science to come up with persuasive strategies and ideas.Influence
Set up experiments to test your interventions with real users.
Behavioural science made practical
With their consultancy SUE & The Alchemists, Astrid Groenewegen and Tom de Bruyne, the founders of SUE, apply the method every day for organisations such as ABN AMRO, Heineken, Roche, eBay and UNHCR. Astrid wrote the method out in full in The Art of Designing Behaviour, Tom wrote Gamechangers.
- 15 yearsexperience
- 10,000+professionals
- 45+countries
- 200+organisations
- 9.3/10rating
Which format suits you?
The same method, in three ways.
Not training, but learning skills that work.
We don’t let go of you after the training. The training is the starting point. After training you have new knowledge, but it is by applying it, getting and giving feedback, learning and refining that you develop skill. That is why our training always includes:
Behavioural Design Toolkit
Frameworks, canvases and cheat cards, ready to use in your own work.
AI Mentor
Helps you apply the method to your own challenge. Works in ChatGPT, Claude and Copilot.
Behavioural Design Club
Lifetime membership, with monthly case calls and new templates and updates.
Get started with The Art of Influence©
Want more influence on choices and behaviour yourself?
The Art of Influence©
You see why people do what they do and design how to get them on board, build support and change behaviour. With toolkit, certificate and AI Mentor to keep going on Monday.
View the training →
Leading with Influence©
Leading is getting people on board: your team, your colleagues, your stakeholders. In this five-month leadership training your management team also learns to make better decisions together: clear decision-making, ownership and collaboration, with behavioural science as a shared lens.
View Leading with Influence© →- Deep dives. One challenge per course, from AI adoption in your team to the customer journey. Each deep dive can be taken on its own.See all training →
Leadership retreat
Four days. Spain. 2027.
In 2027 we are organising a four-day retreat for leaders in Spain. Four days away from the daily agenda, to work on your own leadership challenge. We are putting the programme together now; those on the waiting list hear first.
What do you want to solve?
Choose the situation you recognise.
- The change has been announced and nothing happens
- I need to get parties with their own interests on board
- My team says yes and carries on as before
- Our people’s behaviour needs to change
- My client chooses something other than what I advise
- How do I get my people motivated and engaged?
- There is resistance and I don’t know what to do with it
- My people aren’t using the new tool
- I need support for my plan
- My case is sound and they still don’t follow
- I need to bring along people who don’t report to me
- All challenges
Which force is holding your plan back?
A short test that shows which of the four forces is slowing your plan down, and where your influence begins.
