Tom de Bruyne
Tom de Bruyne is a behavioral psychologist and founder of SUE & The Alchemists, the agency for perception, reputation, and support that he co-founded with Klaas Dijkhoff and Bas Erlings. His company works with governments, politicians, corporations, non-profits, and artists around the world on influencing perception and behavior. He is a frequent guest on Goedemorgen Nederland (WNL), offering insights into why we do what we do. In addition, he is a columnist for De Telegraaf on behavioral change and an honorary fellow of the Faculty of Economics at KU Leuven. In the podcast “What’s Actually Going On in Your Head,” he and Klaas and Bas analyze current events through the lens of perception.
His latest keynote at the event “Gedragsgenoten” received a 9.5 rating.
His book Gamechangers: How Small Tweaks Spark Big Change explores why so many well-intentioned change efforts fail and how to unleash positive change within organizations and society. The book offers a refreshing perspective on designing thriving cultures and sparking transformation. A must-read for anyone tired of the persistent resistance to change.
Some examples of his talks:
Dancing with Systems
We want to change behavior, but often run into something bigger: the system itself. The culture, rules, interests, and routines that keep everything the same. Tom shows how to set that very system in motion — not by pushing harder, but by playing smartly with its dynamics. What roles do beliefs, rewards, and unwritten rules play in system behavior, and how can you leverage them to trigger change from within? How do you get not just people, but entire systems moving — organizations, teams, or communities stuck in their own habits and beliefs? From influencing individuals to understanding systems as living organisms. Small interventions can create big shifts — if you know when to push, where to slow down, and how to use the dynamics instead of fighting them.
How Do Design Principles Influence Our Behavior, Thinking, and Emotions?
How do malicious, clever, or simply unaware designers steer our behavior through the way choices are presented to us? From how a space is arranged to how reward structures are designed within organizations — everything triggers expected and unexpected actions. In a series of talks on this subject, Tom reveals how behavioral designers shape our actions, thoughts, and emotions — and why it’s time to start worrying about it.
How to Convince My Boss? (2022)
The Future of Innovation is Psychological, UBX19