The 7 Principles for Sustainable Behavior Change

Translated into 45 languages and used in over 100 countries worldwide, making it one of the most sought-after methods in the field.

The drivers of Behavior Change

This methodology provides a clear and structured guidance for behavior change, ensuring a controlled and logical process that avoids missteps and makes it easy to follow.

It adheres to scientific criteria and is backed by two decades of research and practical experience, revealing that establishing a new behavior pattern requires a minimum of 22 repetitions, with an average of 66 days for the behavior to become a routine.

A Systematic Methodology for Sustainable Behavior Change

Anthonie, founder of a unique behavior change methodology, drew on the lessons he learned from his Olympic Judo career and as a business consultant.

This proprietary methodology acknowledges that effective and meaningful behavior change is a process that involves three distinct phases. The first phase, known as the Foundation Phase, focuses on establishing a solid foundation to identify focus areas and potential obstacles. The second phase, the Engagement Phase, requires a real commitment from individuals, taking into account the complexity of the change, the time it will take to implement, and the impact it will have on their lifestyle. Only after a clear focus and strong commitment are established participants progress to the Sustainment Phase, where they build daily or weekly routines that result in lasting behavioral changes. The effectiveness of this unique behavior change method is demonstrated by feedback from participants in over 100 countries over the last 20 years.

Each step in the methodology is color-coded, with the journey beginning in white and ending in black, the colors of Judo masters. This deliberate color scheme ensures that the journey towards behavior change is purposeful and deliberate, just like a journey in Judo.

The 7 Principles of Behavior Change

Principle 1, Begin with the three basics

  • Define your behavior change goal
  • Which levels should you go through?
  • What priority or sequence do you need to complete these levels to reach your behavior change goal.

Principle 2, Progress to black belt

  • Translate goals into habits.
  • Determine the optimal approach for developing these habits.
  • Identify and address both helpful and hindering habits.
  • Establish methods for measuring the effectiveness of your habits.

Principle 3, Attack to defend

  • For each habit, inventory what is needed to successfully change.
  • Which environmental, motivational, resource-related, and other factors may have an impact on your behavior change journey.

Principle 4, Perfect push, pull & pause

  • Behavior change needs time, the 7 time related questions “I will…when…” provides insights.
  • Behavioral change is only successful when there is a harmony between the body, mind, and social environment. To maximize your success, your analysis tool displays the balance of the desired change.

Principle 5, Move to the mat

  • You inventory how complex the change is, what impact it has on your life, and in what time frame the behavior change must take place.
  • With the Behavior Change Assessment Tool you can easily analyze whether the behavior change will succeed or not.

Principle 6 Refine the routine

  • Grouping habits into daily, weekly, or monthly routines is a powerful strategy to sustain behavior change.
  • What methods will you use to monitor, assess, and modify the effectiveness of your routines?
  • Who will be responsible for holding you accountable to adhere to your routines?

Principle 7: Stay in the Flow

  • Make the most of your routine tracker on the dashboard to track your progress and ensure that you don’t break the chain of your routines.
  • By consistently maintaining your routine streak, you will see positive changes in your behavior over time. Process does work.

Curious about Anthonie Wurth’s 7 Principles methodology?

Experience the impact of its success with the program of My New Behavior.

The difference


In addition to the sustainment phase, the methodology initiates a specialized behavior change reinforcement program via social media. For nine weeks, participants will receive behavior change challenging questions from a dedicated reinforcement manager to encourage progress. The program tracks progress and automatically converts it into actionable management insights, which are displayed on a dashboard for easy monitoring and support.


The self-paced program allows each employee to complete the behavior change program at their own pace without disrupting their work. The program focuses on building capacity for behavior change rather than the transfer of knowledge. Worksheets and short videos inspire and guide employees to control their own change process. The workload is kept to a minimum, with an average time commitment of less than one hour per week. Success is achieved through consistency rather than the amount of time spent on the program.

My New Behavior

Unlock the potential of behavior change with Anthonie Wurth’s 7 Principles methodology! Proven effective in various fields such as smoking cessation, athlete performance optimization, and workplace diversity and inclusion, this proprietary approach is used worldwide to support individuals and organizations in achieving their goals. Visit to discover how this methodology can help you and your team unlock your full potential and reach your personal and professional aspirations.

Principles to
create Lasting
Behavior Change
Repetitions to
establish a new
behavior pattern
Weeks for the
behavior to
become solidify
Phases to change
behavior effectively

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