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011: Making Behavior Change Simple And Sustainable With Linda Fogg-Phillips

Published By: Uli Iserloh
Date: December 06, 2022

"Forget inspiration... habit is more dependable! Habit will sustain you whether you’re inspired or not."

-Octavia Butler

A couple weeks ago, I heard Linda Fogg-Phillips, director of the Tiny Habits Academy, give a keynote speech about the ABCs of habit creation.

With over 30 years of experience in the nutrition, fitness, and mental health space, Linda has an encyclopedic understanding of human behaviors... so I asked her to debunk a bunch of myths about habit creation and what she and her brother BJ Fogg have come to learn since the inception of Tiny Habits.

“There is no magic number of days that will create a habit. What creates a habit is a positive emotion that's attached to that behavior.”

Throughout our conversation, Linda unpacked key learning lessons that you can instantly apply to create smarter habits – illustrated by many of Linda's own stories of hardship and miraculous recoveries.

If you're interested in the neurobiological basis for habit creation... look no further, this episode delivers the goods :)


  • “Start watching your own behaviors, watch the behaviors of those around you, and start analyzing what prompted the behavior to happen.” (5:53-6:01 | Linda)
  • “It's really important that when you're trying to help people change behaviors, you deliver a prompt that immediately occurs when they have the ability and the motivation to do that behavior.” (9:10-9:22 | Linda)
  • “There is no magic number of days that will create a habit. What creates a habit is a positive emotion that's attached to that behavior.” (12:45-12:51 | Linda)
  • “Rewards do not create habits. It is the instant attachment of a positive emotion that creates the habit.” (14:30-14:36 | Linda)
  • “We want to make the basics of the Tiny Habits Method accessible to anybody who is interested in learning new habits or designing this method and putting it into their lives.” (30:58-31:06 | Linda)


Connect with Linda Fogg-Phillips

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Getting to YES boils down to two things: Saying the right things and saying those things consistently… so if you want to go deeper, check out Uli’s one-page “Getting to YES” blueprint and training with the essential 9 persuasion prompts you need to leverage.

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Uli Iserloh
As one of the leading marketing strategists in the integrative/functional medicine space, Uli Iserloh has been advising many of today’s leaders on marketing strategy and marketing technology for over 23 years — helping health practitioners increase new patient enrollment predictably… even if they cringe at selling, hate to be on social media 24/7 or have never run paid ads. Uli Iserloh is on a mission to equip health & wellness professionals to consistently pre-educate prospects into patients… largely on autopilot. After 10 years in the pharmaceutical industry, he founded Big Boost Marketing, an award-winning digital marketing agency serving many of today’s Functional & Integrative Medicine leaders. He’s the host of the Getting To YES podcast as well as the co-creator of the Evolution of Medicine Practice Accelerator.


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