At Behavior Design AMS edition 11 Tom de Bruyne presented on the good, the bad and the evil in behavior design.

1. THE DARK WISDOM
How design manipulates the
way we think, feel and behave

2. Nearly all of our thoughts, behaviors, convictions, and attitudes are shaped
by behavioral designers. We have a duty to fight evil design, discover bad
design and embrace our dark wisdom to manipulate the world for good.

3. DARK WISDOM:
Rules, principles
and tactics
to manipulate our
thoughts and actions
BAD DESIGN
EVIL DESIGN
GOOD DESIGN
Worst!!

4. EVIL DESIGNERS
use behavioral design principles
to install power
1

5. Design procedure for hope
Laurent Binet - HHHH

6. Design for terror

7. Framing as evil design force
Georges Lakoff - Don’t Think of an Elephant

8. BAD DESIGNERS
Badly designed systems are full of
perverse incentives
2

9. Banking is designed like a game.
Bankers act like gamers
Joris Luyendijk - dit kan toch niet waar zijn

10. Rank and Yank

11. The design of the system keeps the system in place

12. Every system is full of perverse triggers
The Shirky Principle
Paul Verhaeghe - Identiteit

13. “The Utopian in its full glory is nothing more than a dry bureaucrat who arranges
both the landscape and the soul according to his preference. His ‘Fantasy Product’
demonstrates a remarkable lack of imagination as well as a surprising—if not
alarming- limited arsenal of themes .. . […]. In his mind the world looks like a
chessboard, populated by pawns that move when and where he wants them to
move. Nobody can escape this neurotic paternalism, which—according to Kant—
is the worst form of despotism one can possibly imagine”.
Tommy Wieringa
Tommy Wieringa - De Staat als Pooier

14. GOOD DESIGNERS
How we behavioral designers can
manipulate the world into
a better place
3

15. Richard Rorty
“We resent the idea that we shall have
to wait for the strong to turn their
piggy little eyes to the suffering of the
weak, slowly open their dried-up little
hearts. We desperately hope there is
something stronger and more
powerful that will hurt the strong if
they do not do these things.”
Richard Rorty - Human Rights, Nationality an Sentimentality

16. One tiny intervention in choice architecture could save
thousands of lives
http://www.sueamsterdam.com/blog/de-grote-manipulatie/

17. Persuasion versus Seduction
Do Gooders should learn to stop persuading
http://www.sueamsterdam.com/blog/de-twee-dodelijkste-wapens-voor-het-verleiden/

18. Reframe Tax Optimization as greed an theft
Reframe tax as membership fee . Give privileges with social status

19. Put a behavioral economist in policy making
Holland’s addicted to availibility heuristics
http://www.sueamsterdam.com/blog/nederlands-obsessie-met-regels/

20. The best diet is the one that tells you to eliminate a couple of things,
not the one that makes you think all the time
BONUS

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SUE is a Behavioral Design Agency
We use design, technology and data
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connected consumer into business
advantage for our clients

22. tom@sueamsterdam.com