Understanding to inspire imagination

“All problems are behavioural problems

This digital age may either engage or disengage us

We believe an engaged person is a better person

Change behaviour and you change the world”



To understand how to design organisations, devise business models and policies, and make ecosystems work for us in the Digital Age we need to take human behaviour as the unit of analysis. Additionally we seek to understand the mechanisms at work beneath the surface of the rapid digitisation of our world. Finally coordination and governance theory will help predict the combined behaviour of hyper-connected individuals, organisa-tions and things


Behavioural Insight

Understanding of the impact of digital technology on our behaviour so that we can – either top down, horizontally, or bottom up – design and engineer “behavioural Interventions” that shape our digital society


  • Choice Architectures
  • Hot Triggers & Peer Nudging
  • Models of Digital Behaviour
  • Social Engineering
  • “InterSpace” dynamics

Mechanisms of Digital Transformation

The digital revolution exponentially accelerates interaction, information and connectivity. Will these underlying mechanisms help us explain and predict the emergent property we call Digitisation of society?


  • Technology Trends & Drivers
  • Urban Sensing & Control
  • Virtual and Real world confluence
  • Intelligence and Future skills

Coordination and Governance

The hyper-connnected world creates as many new coordination problems as it offers tools to resolve these problems. What are the new risks and uncertainties and what variety of actions do we have to cope?


  • Coordination Theory
  • New forms of Governance
  • Eco-systemic behaviour
  • Co-creation Platforms
  • Value systems


MSc Projects Erasmus University

How do the forces of digitisation af-

fect Trust, Business Models and Customer Journeys? A series of MSc thesis projects at Erasmus University lays the foundation for a framework for Government and Business

Life Dashboard Management

Who will help us manage our digital data and track its usage by others? How can we benefit from combining all our Life's data in a Dashboard? When would we entrust a third party to become our digital coach?

Future Governance Models

How will shifting information positions of citizens and companies as a consequence of Open Data and Open Government affect Governance? What are the opportunities for the market and citizens?

Interspace Design for Healthy Living

Our interface with the confluence of digital and virtual space is what we call the Interspace. How can the various organisations in our Interspace "nudge" us toward healthy and responsible behaviour?


Smarter Cities coming of Age, How the convolution of the physical and virtual world changes our behaviour (in Dutch)


2015, Sheombar. Publication by Rijkswaterstaat (in Dutch)

Informatie in het hart van de openbare dienstverlening (in Dutch)


2014, Sheombar, Bentlage, Coppens, van Loon. IBM Thought Leadership Whitepaper



Individualisation of Pharma Marketing: implications for the sales function (in Dutch)


2000, Sheombar, B. Stam. Sales Management

Customer Relationship Management: the customer as your most important asset

(in Dutch)


2000, Sheombar, I. Geraedts. Sales Practitioner's Guide

Understanding logistical coordination - A foundation for using EDI in dyadical VAP design


1995, Sheombar, Ph.D. dissertation. Tutein Nolthenius


Understanding logistical coordination in dyads - A prerequisite for EDI induced redesign


1993, Sheombar. Invited to submit for publication in EDI Europe, Vol. 3, No. 4/1993, pp. 347-368.


EDI-induced redesign of co-ordination in logistics


1992, Sheombar. International Journal of Physical Distribution & Logistics Management, Vol. 22, No. 8, 1992



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Logo by Jamal

Photography by William Kaboord


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