My journey into behavioural design has been driven by curiosity and a deep desire to understand people better. It all started with a simple but powerful question: why do we do what we do—or, just as importantly, why don’t we do what we know we should? This question wasn’t just an idea that popped into my mind; it became the foundation of everything I’ve built, from SUE | Behavioural Design Consultancy to the SUE | Behavioural Design Academy that came after.

With a background in social sciences and years in advertising, I saw the world a little differently. But when I discovered behavioural economics and the psychology of influence, it felt like I’d found a key that unlocked the real workings of human behaviour. That’s when I realised I wanted to do more than just understand behaviour—I wanted to make behavioural science practical and show people that even a bit of this knowledge could help them achieve their goals and shape their personal, work, and living environments.

Starting SUE was my way of making this idea a reality. I wanted to create a place that didn’t just talk about behaviour but helped people use these insights to make meaningful changes. The academy grew out of that same mission—to share this knowledge widely, in a way that’s easy to apply in everyday life. Influence, I believe, is one of the most powerful skills any professional can have, and understanding behaviour is the first step to mastering it.

Writing 'The Art of Designing Behaviour' was a way to put everything I’d learned into one place. When it became a number one bestseller, it felt like a dream come true—not just for me, but because it proved that people are eager to learn how to use Behavioural Design to improve their lives and work.

At the heart of my work is a simple belief: when we understand what drives people, we can design better solutions—solutions that don’t just solve problems but improve everyday life. This isn’t just theory; it’s practical, hands-on thinking that can be used by anyone who wants more control over their outcomes. And that’s the point—it’s for everyone, not just businesses or experts.

Being a female entrepreneur has also been an important part of my story. Building my path in this space and challenging stereotypes has shown me that leadership and innovation come from drive, not gender. I hope that inspires others to find their voice and follow their path.

And even though I’m often called an ‘expert,’ I’m the first to say I’m always learning. I like to think of myself as an ongoing behavioural experiment. Some ideas work, some don’t, but every outcome teaches me something valuable to share.

So here I am, still learning, still sharing, and still committed to this journey. If there’s one thing I hope you take away, it’s that understanding choice and behaviour isn’t just for specialists. A little bit of knowledge of behavioural science can make a big difference in how we approach our goals and design our lives. And the best part? Anyone can learn this.

P.S. Does Behavioural Design work on my 7-year-old daughter? That’s one of the most common questions I get. The honest truth? Sometimes. Not always. .But she’s smart and kind, so I think she’s going to be just fine. We’ll see how it plays out when she’s a teenager—I’ll keep you posted!