You explained the plan and everyone nodded. On Monday, everyone does what they always did.
Agreement in the room is not yet new behaviour. How much influence you have on a change depends on what people run into on Monday, and you learn to design that Monday.
2 days · Amsterdam · € 1,490 excl. VAT · next edition see the calendarOnline · 33 lessons at your own pace · €1,190 excl. VAT
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Answer three questions. Then you see what is going on for you.
You said: everyone nods, and then nothing changes.
You said: people push back, even those who were keen at first.
You said: it works for a few weeks, and then slides back.
You said: you have tried all sorts, and it keeps getting stuck.
And it is mostly stuck on the floor. Then look at what makes the old behaviour easy there.
And it is mostly stuck with the managers in between. Their team watches what they do.
And it is mostly stuck at the top. What they do on Monday weighs more than what they said at the kick-off.
Saying yes costs nothing. On Monday the new behaviour does cost something: a different order of work, a different system, a colleague who gives you a funny look. The old behaviour is familiar, socially safe and takes no energy.
Tomorrow, pick one moment when the new behaviour has to happen. Make that moment easier than the old one. You do not need to persuade anyone; you design the situation. That is what you learn in two days.
Whoever pushes back is telling you what makes the old behaviour safe: status, a familiar way of working, fear of losing face. Persuading harder makes exactly that fear bigger.
Tomorrow, ask the three loudest opponents what they lose if the change succeeds. Listen without defending. What you hear is what your design has to absorb.
It worked while everyone was paying attention. When that attention faded, the environment sprang back: the same agenda, the same systems, the same questions in the team meeting. Whoever sets the default sets what almost everyone does.
Tomorrow, find where the new behaviour should have sat in the routine: a fixed agenda item, a default setting, a weekly question from the manager. That is where you anchor it. And that is where you test it small, before the whole organisation joins in.
Explaining, pressure, another session: everything you tried spoke to the conscious part of people. The behaviour you want to change runs on autopilot. It hangs on what is easy, what others do and what the default is. As long as that situation stays the same, it wins every time.
Tomorrow, plan no new action. First map what holds the old behaviour in place. Only then do you design.
Behavioural Design Fundamentals · 2 days · AmsterdamBehavioural Design Fundamentals · online · 33 lessons
After two days you see what holds your change back. And you know how to design the situation so people move along by themselves.After the 33 lessons you see what holds your change back. And you know how to design the situation so people move along by themselves.
Start online now →€ 1,490 excl. VAT · next edition see the calendar · max 16 participantsOnline · 33 lessons at your own pace · €1,190 excl. VAT
SUE's change management training takes two days in Amsterdam. You learn why people do not move with a change, and how to shape the situation so they adopt the new behaviour by themselves. It is for project leads, HR advisers, team leads and change managers, with no prior knowledge required. It costs € 1,490 excl. VAT, for at most 16 participants.
“At the Academy you learn a lot about behavioral change and how to apply it in a short period of time. The training flew by and was very well put together. Amazing how complicated material comes to life in a fun and interactive course! I am definitely going to apply it in my work and explore it further.”
10,000+ professionals trained, including people from
You see, before you start, which forces hold your change back and which carry it.
You design the situation so that the new behaviour becomes the easiest option.
You turn resistance into information you can work with, instead of into a fight.
You test an intervention at small scale before you take the whole organisation along.
You learn this with the Behavioural Design method and the SUE Influence Framework, the same approach SUE used to support change at organisations such as ABN AMRO and the City of Antwerp.
A maximum of 16 participants. You practise on real behavioural cases from practice, and after two days you apply the method to the change that is running for you now.
| Postgraduate change management programme | One-day masterclass | Behavioural Design Fundamentals | |
|---|---|---|---|
| Duration | Six to twelve months of evening or day classes | One day | Two consecutive days |
| What you learn | Models and phases of change management | Inspiration and examples | A design method you apply to your own change on Monday |
| Price (excl. VAT) | Usually several thousand euros | Usually € 1,000 to € 1,500 | € 1,490 |
If you need a diploma in your name or academic depth, a postgraduate programme is the better choice. If you need the change you are running now to move this month, you are in the right place.
Trainer & consultant
Helps organisations understand why people do what they do, and steers it in culture and wellbeing programmes.
Trainer & consultant
Designs lasting change in healthcare and sustainability, in people and in organisations.
Product designer & UX strategist
Turns behavioural science into practical solutions that help teams innovate faster.
Trainer & consultant
Founded the Behavioural Design Circle at ABN AMRO and has spent 25 years on customer behaviour and change.
The knowledge I have gained in this training is immediately applicable in my daily practice. We now have a practical tool to link technical changes to behaviour, so that the improvements are actually changed in people's minds. This minimizes relapses into old habits.
Valuable training where existing knowledge is clearly incorporated into practical frameworks, making behavioral design accessible to everyone.
An educational training that provides easy tools for behavioral change.
Maps, in one overview, the forces that hold your change back and those that carry it.
Translates your diagnosis into interventions that make the new behaviour easier than the old.
Shows what people are really trying to get done, and why the old behaviour fits that.
The questions that let you hear what people do not say in the meeting.
Pins down exactly which behaviour you want to see and how you test it small before rolling out.
After purchase you receive the AI Mentor, after the training your certificate and lifelong membership of the Behavioural Design Club.
Most participants take the training on their employer’s budget or their own training budget. The VAT invoice goes to your organisation: €1,490 excl. VAT. Open the email below, fill in three things and send it to your manager.
2 days · Amsterdam · € 1,490 excl. VAT · next edition see the calendar · max 16 participants · EQAC certificateOnline · 33 lessons at your own pace · €1,190 excl. VAT
It is a training of two consecutive days in Amsterdam, not a postgraduate programme of months. You practise the method on real behavioural cases and leave with an approach and a toolkit you apply to your own change the next day.
For project leads, HR advisers, team leads and change managers who need a change to land with people who do not report to them. No background in behavioural science required.
A maximum of 16 participants per edition, at SUE on the 's-Gravenhekje in Amsterdam. English-language editions run several times a year; the next date is shown next to the button on this page and you choose from all dates when you enrol.
€ 1,490 excluding VAT, including the Behavioural Design Toolkit, lunch, the EQAC certificate, access to the AI Mentor after purchase and lifelong membership of the BD Club.
An EQAC-certified Behavioural Design Fundamentals certificate. Participants rate the training 9.3 out of 10.
Yes. For teams there is the Sprint: the same two days at your location, with your own change as the case, for 5 to 24 participants.
A postgraduate programme teaches you the models and phases of change management over a period of months and awards a diploma. This training teaches you, in two days, a design method with which you move the behaviour in the change you are running now. If you need a diploma in your name, choose the postgraduate programme.
With your whole team? See the team trainings.
Resistance is not unwillingness but information. How to hear what makes the old behaviour logical, and build your design on that.
Read the guide →Support is not created in the presentation but in the situation. What you do differently when you design the behaviour instead of explaining it.
Read the guide →How to get directors and colleagues from other departments to choose your change, even when you are not in charge of them.
Read the guide →Whoever explains a change hopes for behaviour. Whoever designs a change gets it.
