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Tom de Bruyne is partner and co-founder of the strategy and innovation agency SUE Amsterdam. SUE is a behavioral design agency. They unlock the power of cognitive psychology to nudge people into better decisions about work, life and play.

Tom combines creativity, date, psychology and technology to influence consumer behaviour. Amongst his clients are brands such as Philips, Microsoft, Sanoma, Achmea, Radio 538, Stop Aids Now and several NGO’s and political parties. The SUE founders won several national and international awards for digital and crossmedia for brands like Nike, KLM and Heinz.

Tom is a Fellow at the University of Leuven in Belgium and is guest professor at Rotterdam School of Management. He writes a monthly column on behavioral design for the leading Dutch marketing magazine Tijdschrift voor Marketing and performed at TEDx on this subject.

Event role
Masterclass leader

'Thinking like a behavioral designer'

How to develop human-centered strategies through rapid-prototyping? In this workshop we explore the Job-to-be-Done framework. This is a powerful and simple framework for designing behaviour. With this framework we understand and map customer’s pains and gains that push him towards the desired behavior and the habits and anxieties that pull him away from the brand’s solutions. This is an extremely powerful method to discover the psychological barriers that often stand in the way of embracing new products and services. Unlock the potential of cognitive psychology!

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