Klaas Dijkhoff

About Klaas Dijkhoff

Klaas Dijkhoff is co-owner of SUE & The Alchemists, a company focused on applying behavioral science to understand and influence people’s choices for a product, service, or party.

Klaas was politically active for over ten years with the VVD, including roles as a member of the House of Representatives, parliamentary leader, state secretary, and briefly minister. Klaas is a lawyer specializing in the law of war. In addition to his business, he serves as a member of the Supervisory Board of PSV and as a Senior Research Fellow at the NSOB (Netherlands School of Public Administration).

He is the author of ‘War, Law and Technology’ and ‘Alles Komt Goed’. The general public also knows him as the winner of De Slimste Mens, Politician of the Year (2015 and 2018), and Best Dressed Man 2017.

Klaas has a broad perspective on society and business. There is almost no topic that concerns us—personally or professionally—on which he hasn’t formed an opinion over the years. He understands how our society is structured and what the problems and challenges of our time are. But he also sees the obstacles companies face. Especially in these times, when success is not guaranteed. However, Klaas is an optimist, so he thinks in terms of opportunities. He has brought his experience as a campaign leader in politics into his business. Whether it’s about attracting or retaining voters, fans, or customers, the way to persuade them doesn’t differ much. Klaas understands that something may be logical but still not feel right. Or vice versa.

Whether it’s a view on politics, a perspective on society, or a glimpse of how to view your business or service and convince others to choose you, Klaas can speak about it inspiringly. With his well-known Brabant humor and accent! A fluent speaker with a broad scope!