Member in the Spotlight | The Behaviour Company
NBCC was pleased to interview our new member Anne-Maartje Oud, Owner at The Behaviour Company. The Behaviour Company makes you aware of your own behaviour as well as others and makes you aware how this behaviour impacts on other people, i.e. colleagues and customers. This insight enables you to replace ingrained behavioural patterns with adapted behaviour, allowing you to achieve your goals more effectively. The Behaviour Company will help you to become effective and exceptional!
Introduction & Background:
Anne-Maartje, could you briefly introduce yourself to the NBCC community and share your professional background?
My name is Anne-Maartje Oud and I am the founder of The Behaviour Company based in Amsterdam. I am a behavioural expert, speaker, author and consultant, working with organisations across Europe to help leaders and teams understand behaviour, improve communication and deal more effectively with challenging situations at work.
For over 20 years I have supported international companies in translating theory into practical, everyday behaviour. What drives my work is a simple belief: when people understand behaviour and its effect (both their own and that of others) they become more confident, effective and successful at work.
The Book & Its Inspiration:
Your new book, “What To Do If…? How to handle any situation at work and come out winning,” will be launched in London and Amsterdam. What inspired you to write this book?
My book, “What To Do If…? How to handle any situation at work and come out winning,” grew directly out of the questions I hear every day in my work.
People constantly come to me with “What To Do If…?” questions, covering all kinds of situations, from everyday communication challenges to more complex moments involving change, tension, or leadership.
What gap or challenge in today’s workplace were you hoping to address through this publication?
I was inspired to write this book because many workplace challenges are universal, yet people often feel unprepared to handle them in the moment. I wanted to create a practical guide that helps readers act with confidence instead of doubt or frustration. I wanted to address the gap between insight and action by offering accessible, behaviour-based tools that can be applied right away.
Key Themes & Practical Value:
The title suggests a highly practical approach. What kinds of workplace situations does the book focus on?
It’s very practical indeed! The book focuses on real, recognisable workplace situations. There are 35 questions in total with a variety of themes like conducting meetings, giving and receiving feedback, dealing with difficult colleagues, managing conflict or leading under pressure. Each chapter starts with a concrete “What to do if…?” question that professionals genuinely face.
How can readers apply the insights from your book in their day-to-day professional lives?
Readers can apply the insights straight away. The book offers practical strategies how to respond effectively. It is designed to be used as a reference book, something you can open when you need help now, not just something you read once.
Relevance for the UK–NL Business Community:
Many NBCC members work in international and cross-cultural environments. How is your book particularly relevant to professionals operating across borders?
Many professionals today work across borders, cultures and time zones. My book is relevant for this international context because behaviour is universal, even when cultural expressions differ. Understanding behaviour and knowing how to act helps professionals becoming better at work.
Are there specific lessons in the book that resonate strongly with leadership, communication, or conflict management in international teams?
There are strong lessons in the book around leadership, communication and conflict management that resonate with international teams. Topics such as managing expectations, having difficult conversations and influencing without authority are especially important when working across cultures like the UK and the Netherlands. For instance one of the questions is: “What To Do If… you're leading a diverse team with different needs, preferences, and cultural backgrounds?”
Book Launch & Engagement:
You are hosting book launches in London on 2 February and in Amsterdam on 12 February. What can attendees expect from these events? Could you share the time and location of each event?
I am hosting book launches in London on 2 February at 6.30 pm at The Other House in Kensington and on 12 February at 4pm at International Theatre Amsterdam. These events are interactive and practical, very much in the spirit of the book itself. Attendees can expect a short talk and plenty of opportunity for questions and discussion. Above all, the launches are a moment to connect, celebrate and raise a glass to behaviour and business.
Why was it important for you to host the launches in both the UK and the Netherlands?
Hosting launches in both the UK and the Netherlands was important to me because my work bridges these two business cultures and I wanted to celebrate the book with both communities.
How can NBCC members attend the book launches, and what is the process for registering or expressing interest?
NBCC members are welcome to attend. By contacting my team at This email address is being protected from spambots. You need JavaScript enabled to view it., they will receive further details and practical information about the event.
NBCC Membership & Looking Ahead:
As a new NBCC member, what motivated you to connect with the Dutch-British business network?
As someone who works internationally, I was motivated to join the NBCC because it connects professionals who operate across borders and value strong international collaboration.
How do you hope to engage with NBCC members through your book, speaking engagements, or future initiatives?
I look forward to engaging with NBCC members through my work. Whether it’s through the book, speaking engagements or workshops and training sessions. We all need awareness regarding behaviour and I’m looking forward to continuing conversations around behaviour, leadership and communication in international business settings.
Final Reflection:
If readers take away one key insight from “What To Do If…?”, what would you like it to be?
My core message is simple: behaviour creates outcomes. When you take responsibility for understanding what is really happening, (rather than reacting on autopilot) you gain options. And with options comes influence, clarity and stronger results at work.
Every week, we put “Members in the spotlight” to introduce them to our members. Do you have a good story to tell? This email address is being protected from spambots. You need JavaScript enabled to view it.!