Ever since I was young, I’ve been curious about the psychology behind our behaviour. Why do people do what they do? After my time at Radboud University Nijmegen, I realised that I didn’t just want to study this knowledge, I wanted, above all, to apply it. As managing partner of Behaviour Change Group, I worked with my team to establish the first postgraduate program for behavioural experts in the Netherlands. Since then, I’ve focused on changing behaviour and culture within organisations, from small behaviours on the job to broad cultural shifts. My approach is scientifically grounded and pragmatic: not endless analysis, but also taking action. This is how we ensure lasting behavioral change that sticks.