Tom de Bruyne is a behavioural psychologist, co-founder of SUE Behavioural Design, and author of Gamechangers. Day to day, he's mainly founder and partner at SUE & The Alchemists, the agency for public support, image and reputation. On stage he unpacks why change gets stuck and which small interventions actually move it.
Why a strong argument is rarely enough to bring someone along, and how framing and perception decide whether an idea stalls or starts moving.
Lessons from master changemakers. Based on his book: why most change efforts get stuck, and where small, targeted interventions do spark large transitions.
How to use AI as a thinking partner to reach sharper insight and better decisions faster, without outsourcing your own judgement.
Tom is a behavioural psychologist and co-founder of SUE Behavioural Design. Over the past thirteen years he helped build the SUE Influence Framework there, one of the most widely applied behavioural methods in the Benelux.
Day to day, he's mainly founder and partner at SUE & The Alchemists, the agency for public support, image and reputation he runs together with Klaas Dijkhoff and Bas Erlings. There he advises organisations like Heineken, Adidas and FrieslandCampina, as well as governments and NGOs such as UNHCR, on how public image forms and how you win support.
In 2025 his book "Gamechangers" was published, and it's on the shortlist for Management Book of the Year 2026. He writes a biweekly column for De Telegraaf, is an honorary fellow at KU Leuven, guest lecturer at Rotterdam School of Management, and a TEDx speaker. Together with Klaas Dijkhoff and Bas Erlings he co-hosts the podcast "Wat gebeurt er eigenlijk in je hoofd" ("What's actually going on in your head").
Keynote at UBX19: The Future of Innovation is Psychological.
Tom: "The problem with the climate narrative is that being right doesn't mean winning the argument" (Dutch language).
Sharp criticism of Caroline van der Plas's remark about the Council of State (Dutch language).
Dutch traffic fines are "disproportionately" high, says behavioural psychologist Tom (Dutch language).
Tom is represented by three speaker agencies. Pick whichever fits your event.
Through one of the three speaker agencies above: Athenas, Sprekerspool, or The Next Speaker. They handle the booking, the content alignment, and the practical side of your event.
Yes. Besides keynotes, he's also available as a workshop facilitator, often combined: a keynote for the full room, followed by a working session for the team that has to act on it.
Price on request. It depends on the type of event, the duration, and the location. The agency you choose will get back to you with a proposal.
Tell the agency of your choice about your audience, preferred date, and theme.
No fixed price list. Each agency discusses your brief, audience size, and stage in a short call.
