LEADING CHANGE AND TRANSFORMATION COURSE
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Design Change People Genuinely Want to Embrace, and Turns Into Habits.

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Most change fails not because the strategy was wrong. It fails because people are human.
This course gives you the frameworks to work with human psychology rather than against it. Understand what your team is really feeling. Design environments where the right behaviour becomes the natural behaviour. Turn resistance into information instead of opposition.
This is leadership that actually works.
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13 LESSONS | Lifetime Access | Certificate | AI POWERED
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What You'll Be Able to Do 
After This Course

  • Understand why your change initiatives are stalling

  • Map all the forces working for and against your change

  • Communicate change in a way that moves people emotionally, not just logically

  • Design the work environment so the right behaviours happen automatically,
  • Turn resistance from a problem into a diagnostic signal
  • Build change that actually sticks long term
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    Who Is This For?

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    Senior Leaders & Executives

    who are tired of change initiatives that fade after the initial launch and need transformations that genuinely stick

    Change Managers

    who need to move beyond stakeholder presentations to drive actual adoption and sustained behavioural shifts

    Team Leaders 

    struggling to influence behaviour without relying on authority, mandates, or constant micromanagement

    Department Heads

    who need cross-functional collaboration but face invisible barriers like territorial behaviour and comfort zones

    Operational Leaders

    implementing new processes, systems, or ways of working where adoption is voluntary but critical

    Anyone 

    who wants to understand why change is hard and how to overcome inertia or resistance to change.
    Language & Accessibility
    Course language
    🇬🇧 English
    Subtitles available in
    🇬🇧 English 🇳🇱 Nederlands 🇩🇪 Deutsch 🇸🇪 Svenska 🇫🇮 Suomi
    Personal feedback in
    🇬🇧 English 🇳🇱 Nederlands

    We've worked with some of the world's
    largest organisations

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    You will get lifetime access to the course, learn at your own pace, forever.

    The Course Set-Up

    Our curriculum is enhanced with Behavioural Design to ensure you stay on track and have a learning experience that sticks. You'll tackle your own behavioural challenge throughout the course. It's learning by doing. 

    It is behavioural science made practical for real life powered up with AI skills.

    Lesson 1

    UNDERSTANDING WHY YOUR TEAM WON'T CHANGE
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    Why logical arguments fail and what actually drives your team's decisions

    Lesson 2

    HOW YOUR TEAM ACTUALLY MAKES DECISIONS
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    The hidden evaluation criteria that determine whether people embrace or resist change

    Lesson 3

    MAPPING THE FORCES BEHIND RESISTANCE
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    How to diagnose the four forces that push people toward or away from change

    Lesson 4

    DISCOVERING WHAT REALLY MOTIVATES YOUR TEAM
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    The deeper needs people are trying to fulfil through their work

    Lesson 5

    SPEAKING THE LANGUAGE
    OF CHANGE
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    Communicating change so people listen, how to speak to imagination and emotion instead of just logic

    Lesson 6

    CONNECTING CHANGE TO WHAT YOUR TEAM CARES ABOUT
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    Starting from their world to design change people actually want

    Lesson 7

    DESIGNING ENVIRONMENTS THAT SHAPE BETTER DECISIONS
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    How small contextual changes create big behavioural shifts

    Lesson 8

    CREATING TRIGGERS AT THE RIGHT DECISION POINTS
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    Designing interventions at the exact moments when choices are made

    Lesson 9

    BUILDING TEAM HABITS
    THAT STICK
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    Making desired behaviours automatic so they survive pressure and stress

    Lesson 10

    TURNING PUSHBACK
    INTO PROGRESS
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    How resistance reveals exactly what your change strategy is missing

    Lesson 11

    APPLYING BEHAVIOURAL SCIENCE TO LEADERSHIP
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    Proven psychological principles that amplify your influence

    Lesson 12

    MAKING CHANGE LAST BEYOND LAUNCH
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    Why iteration beats perfection for sustainable transformation

    Lesson 13

    THE BEHAVIOURAL LEADER
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    Becoming a leader who designs transformation instead of demanding compliance

    Every Module, AI-Powered

    Other courses teach you behavioural science or AI. This course teaches you both, 
    because AI without human insight is just automation.

    • Dedicated AI Prompt Guides
      For every core lesson, apply what you learn immediately

    • Bonus: Ready-to-use prompts for any situation
      A collection of prompts you can use anytime, beyond the course

    • Bonus Video: The AI-Powered Professional
      Making you future-proof, how to stay ahead in the age of AI

    • Lifetime access to our SUE  Behavioural Design Guru GPT
      You get lifetime access to our SUE Guru GPT, your AI mentor when we are not by your side.

    Each module comes with a dedicated AI Prompt Guide that shows you how to use AI tools to apply what you've just learned.

    Finished a module on understanding decision-making? Your AI guide helps you immediately generate insights for your own project. Learned a new framework? Your AI guide shows you how to use it at speed.

    By the end of the course, you'll have a complete AI-powered toolkit that turns behavioural science into action, in minutes, not weeks.
    CUSTOMER EXPERIENCE DESIGN

    What Will You Get

    FLEXIBLE
    Self-Paced Edition

    € 690

    • 13 Video Lessons in 5 Knowledge Modules
    • Learn-Do-Improve Exercises
    • Learning-by-doing: Solving a Behavioural Challenge (individually)
    • Downloadable Cheat Cards
    • Downloadable Templates
    • Exclusive card deck for quick reference in change challenges
    • Digital Certificate
    • Access to Vibrant Community
    • Online 1-on1 Feedback
    • Self-paced Learning 24/7 Access
    • 10+ AI Prompt Guides
    • Lifetime access to our SUE Guru GPT, your AI mentor when we are not by your side
    Highly recommended! Two fascinating days where theory and practice go hand in hand. I now have a clear understanding of behavioural design that I can apply right away.
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    Laura Perin 
    Customer Experience Culture - KPN
    A really enjoyable and immediately applicable training. I want to share what I've learned with my colleagues and apply it in my work right away.
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    Heike Faber
    Municipality of Amsterdam
    Completed the Behavioural Design Fundamentals course by SUE. Gained so much knowledge about designing behaviour in this two-day course. Highly recommended!
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    Arjo Wijnhorst
    ONLINE MARKETER UNIEK SPORTEN
    Completed an amazing training at SUE! As they call it themselves: KNALLDRANG! And now I feel it too, the urge to immediately apply the SUE | Behavioural Design Method in my work.
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    Fenna dam
    Project Leader Luckt BV
    Two days fully immersed in Behavioural Design. Theory and practice combined, you can apply it immediately. Intensive and inspiring. Recommended for everyone.
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    Floor Bosscha
    Product owner - Eneco
    I gained an excellent and concrete overview of Behavioural Design and most importantly learned how to apply it. At a good pace, I received a solid theoretical foundation and was challenged to put it into practice. With this foundation, I can optimise the customer journey from A to Z.
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    Frank Heuts
    Sr. Communication Advisor – Obvion Mortgages

    professionals trained

    Average rating

    Countries

    EQAC certified

    Frequently Asked Questions

    How does the self-paced training work?

    Upon choosing your course, you gain access to its content, organised into modules. You'll have lifetime access to all course materials and tools, providing ample time for learning. Our courses feature a mix of videos, texts, and practical assignments, and we equip you with tools, templates, and e-books to enhance your learning journey. 

    How do I access the downloads of the course?

    During the course, we supply you with an array of resources including tools, frameworks, templates, and e-books, all downloadable in PDF format. These materials remain accessible to you indefinitely, ensuring you have lifelong support in your learning journey. You will also gain access to our the SUE Guru GPT, your AI mentor when we are not around.

    How does the course community work?

    After finishing your course, you'll gain entry to our dynamic Behavioural Design community: the SUE | Behavioural Design Club. We'll supply you with the link and instructions after finishing your course. Within this community, you can connect with fellow professionals, exchange experiences, pose questions, and benefit from additional learning opportunities we provide.

    Do I get a course certificate?

    Yes, absolutely! Once you've completed all course modules and exams, you'll receive a course certificate. You can generate it online immediately after finishing your course and share it on platforms like LinkedIn.

    Do I get personal assistance during my course?

    Yes, our dedicated SUE team is always on standby to address any questions you may have. Additionally, throughout the course, we offer answer keys or personal feedback on your assignments. Our goal is to ensure you not only enjoy but also successfully complete your course. We are there when you need us.

    I am not sure if the course is right for me, can you help me?

    Absolutely! The Leading Change & Transformation Course is a great starting point. That said, it's not the only option. Our Academy offers specialised courses for specific roles and goals:

    • Behavioural Design Fundamentals Course - Our most popular course, teaching full method of designing choice and behaviour while working on solving your own challenge and getting unique 1-on-1 personal; coaching.
    • Designing the 9+ Customer Experience — for CX, product, and service design professionals.
    • Behavioural Marketing Foundations — for marketers and innovation teams looking to uncover deeper consumer insights.
    • Behavioural Marketing Advanced — for senior marketers who want to build campaigns that measurably shift behaviour.
    • Navigating Conflicts and Getting Buy-In — for managers and professionals dealing with resistance.
    • The Influential Leader — for leaders who want to know how to respond at moments that matter to move teams forward and build a high-performance team culture.
    • The Behavioural Advantage in Talent Management — for HR and people managers who want to attract, activate and keep the right talent.
    • AI-Powered Behaviour Change — for professionals who want to combine AI with human-centred frameworks.


    All courses are fully independent, no prerequisites needed. If you'd like personal advice, reach out to us at academy@sueamsterdam.com and we'll help you find the right fit. You can access all our courses through our homepage.

    Why SUE | Behavioural Design Academy?

    We are the pioneers in making behavioural science practical and easy to use. We have developed user-friendly templates and tools, including our acclaimed SUE | Influence Framework, resources we've successfully applied to tackle challenges for clients across the globe. Our unique fusion as both an Academy and Consultancy ensures our courses aren't just theoretical but are proven in the field, continuously refreshed with insights from real-world client projects. We're also the authors of the #1 bestseller 'The Art of Designing Behaviour'. With 9 courses spanning marketing, leadership, CX, change management, and AI, each powered by AI Prompt Guides, we offer a complete learning path for any professional who wants to master the art of influencing behaviour. You can find an overview of all our courses here.