Strategies can be strong, solutions well thought out, and ambitions high. Yet in practice, change often proves more difficult to get off the ground than initially expected. This is not always because the plan itself is flawed. Often, the difficulty of actually changing human behavior is underestimated.

As a Principal Consultant in Behavior & Change, I help organizations take that crucial step: from an ambitious change plan to new behaviors that work in practice and become embedded over time.

My starting point is that people do not simply change their behavior because a new way of working is logical, the benefits are clear, or good agreements have been made. Much of our daily behavior is habitual and strongly influenced by our environment, existing habits, and social patterns. Anyone who wants to achieve lasting change therefore needs to understand not only what people should do differently, but above all why existing behavior persists and what conditions are needed for new patterns to emerge.

That is where my expertise lies.

With a background in behavioral neuroscience and decision-making, I have spent more than twenty years exploring why people do what they do. In practice, behavior often differs from what people say, know, or intend to do. I use this knowledge to analyze change processes, identify behavioral barriers, and develop interventions that increase the likelihood of desired behaviors emerging and becoming part of everyday routines.

The goal is highly practical: to ensure that good ideas do not get stuck on the human side of change, but actually work in practice.

This approach can be applied to virtually any organizational transition. Whether it concerns new ways of working, changes in collaboration, a new working environment, data-driven working, or the introduction of new processes and technologies: ultimately, success is visible in what people actually do differently.

Within YNNO, Behavior & Change is a distinct area of expertise that also works closely with other disciplines when a transition calls for an integrated approach.

Alongside my advisory work, I also enjoy sharing my knowledge as a speaker and guest lecturer. Translating scientific insights into concrete, recognizable, and applicable principles is one of the most rewarding parts of my work.