Former politician Klaas Dijkhoff and Tom de Bruyne will talk about the activities at their new venture  SUE & The Alchemists.

How to influence minds and shape behavior? 

In this talk, Klaas and Tom will explore how understanding human decision-making is a key to successful innovation.  The importance of the role of psychology is growing. Every successful innovation has figured out how to tap into deeper psychological needs, problems, desires, fears, and beliefs. Discovering those psychological insights and addressing them in your product is what differentiates products that catch on from products that don’t. 

Klaas Dijkhoff and Tom De Bruyne are co-founders of SUE & The Alchemists, a company for applied behavioural science. Klaas Dijkhoff is a former minister, secretary of state, head of the ruling liberal party and was twice elected “politician of the year”. He’s a board member at PSV Eindhoven.  Tom De Bruyne is a behavioural scientist, entrepreneur and elected fellow at KULeuven.