Ollie Bell
David Thomson’s story wouldn’t be out of place as a Hollywood blockbuster… His is a tale of a fight against the kind of adversity most of us can’t imagine. Of a boy who chose to change his stars, and who did it for himself. And at its most basic level, of right triumphing over so much more than just wrong. That he now lives life on his own terms, that he’s a shining example of someone who gives back to the communities he serves, and that he delights in teaching others to tread their own path too, is just a part of what makes him a true inspiration. 
Only now in his 50s, David is a global leader in the fields of persuasion and influence. And yet life should have been very different. He should have struggled, stayed small, and always been at someone else’s beck and call. But he didn’t. He made a wildly different choice. You see, David grew up the kind of old-charity-shop-clothes-wearing, always-hungry poor that most of us will thankfully never know.
David Thomson
David Thomson’s story wouldn’t be out of place as a Hollywood blockbuster… His is a tale of a fight against the kind of adversity most of us can’t imagine. Of a boy who chose to change his stars, and who did it for himself. And at its most basic level, of right triumphing over so much more than just wrong. That he now lives life on his own terms, that he’s a shining example of someone who gives back to the communities he serves, and that he delights in teaching others to tread their own path too, is just a part of what makes him a true inspiration. 
Only now in his 50s, David is a global leader in the fields of persuasion and influence. And yet life should have been very different. He should have struggled, stayed small, and always been at someone else’s beck and call. But he didn’t. He made a wildly different choice. You see, David grew up the kind of old-charity-shop-clothes-wearing, always-hungry poor that most of us will thankfully never know.

About Us

We help businesses and individuals unleash untapped potential by leveraging the science of influence and persuasion

Workshop outside
Learn
Bleeding-edge e-learning platform, Cialdini Method workshops and elite keynotes.
Transform
Consulting programmes designed to transform businesses and lives at the DNA level.
Belong
Vibrant worldwide community of learners, certified trainers and persuasion-forward leaders.
Shifting the selling paradigm

It’s baffling how, in this day and age, selling is still seen as a dirty word. We’re led to believe that consistently getting what you want from others requires some magical talent, arcane (read: outrageously expensive) knowledge, or worse, trading your soul for profit. So we accept untapped potential as a fact of life. And we miss out.

At Suada, we’re on a mission to change that.
We give forward thinkers the power to make honest, mutually beneficial, and ethical compliance a consistent fact of life. Our superpower? The battle-tested science and practice of persuasion and influence.

Teams hunt for tricks, hacks and ‘magic words’ to shortcut closing deals. And fail.

Consultants push outdated exercises and manipulative practice, and get away with it.

Quality information fades amidst noise, confusion, and the gate-keeping of pundits.

Business leaders and pros play ‘people skills’ by ear, instead of decoding their universal DNA.

The Suada Difference
Universal Science
Human decision-making decoded with psychology, behavioural economics, neuroscience, and much more.
Ethical Practice
Persuasion rooted in genuine connection, rather than pushing and manipulation.
Effective Delivery
Decades of elite sales practice and persuasion science at your fingertips.
Lasting Change
Learning and organisational transformation designed to breed lifelong results.
Our Story
From humble beginnings...
Our founders built stellar careers in sales and successful businesses from nothing. We learned persuasion the hard way: through countless mistakes and rejections.
From Persuasion to Influence...
We became good at selling, but to be exceptional we needed more: a scientific grasp of why people say “yes” in the first place. So we learned from the best, including Dr Robert Cialdini, the world’s foremost persuasion expert.
From Information to Transformation...
Every new thing we’d learn, we’d teach to those we worked with, which magnified our results and made us better. So we kept doing it, and obtained prestigious coaching certifications to become the best teachers we could be.
…with you at the heart
A learning-centred enterprise, Suada is the culmination of our passion: helping others liberate their full human potential. We’ll be taking the next steps together.
Meet the CEO and Founder
David Thomson CEO and Founder - Suada.com
David Thomson
CEO and Founder
With over 25 years’ experience, David has studied sales, lived sales, and breathed sales. As a CEO of several highly successful sales businesses in various fields, from mortgages and estate agencies to insurance and legal services, David now specialises in sales training and has developed a completely unique 12-week sales transformation course.
Learn More
Oliver Bell - Director of Membership CIMSPA
Oliver Bell
Chief Innovation Officer
Ollie is as an accomplished business leader and persuasion training specialist, with a proven track of developing and growing teams and companies. He made a name for himself in the fitness industry where his passion, charisma and expert knowledge allowed him to help scale and transform businesses.
Lewie Curry - Creative Director
Lewie Curry
Creative Director
Extremely talented and accomplished videographer and creative genius, Lewie oversees all of Suada's creative output. Seamlessly switching from content marketing, app development to website design, he is the creative mind behind the look and feel of Suada
Luca Tagliaferro - Director of Digital Marketing
Luca Tagliaferro
Digital Marketing Director
Yahoo! Finance Top 20 Most Influential Marketer in the world, Luca has consistently delivered an incredible volume of leads and sales across several verticals, from SaaS to fitness to technology. Constantly adapting marketing to the users' journey, Luca is the mind behind every online touch-point at Suada.
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