FORMING HABITS: THE MYTH OF 21 DAYS AND THE REAL PATH TO PERSONAL AND PROFESSIONAL TRANSFORMATION

Have you ever heard that it takes just 21 days to form a habit? This myth, spread by self-help books, leads to frustration when, after three weeks, the habit still hasn’t solidified. For many, it becomes a trap—a source of frustration when, after three weeks, the desired habit has not yet been established. But does science really support this belief? The answer is a resounding NO.

The origin of the “21 days” myth dates back to plastic surgeon Maxwell Maltz, who, in the 1960s, observed that his patients took about three weeks to get used to their new appearance after surgical procedures. This observation, although valid in its specific context, was overly simplified and generalized to completely different areas, such as habit formation.

However, the scientific reality is much more complex. Modern studies show that the time needed to incorporate a new habit varies significantly. This variation depends on factors such as the complexity of the task, individual motivation, and the surrounding environment. Imagine the brain as a dirt road. When we begin practicing a new habit, we are creating small trails on this road, which are initially difficult to follow. But, as we repeat the behavior, these trails become firmer and easier to navigate. This process is what we call brain plasticity, where the brain “shapes” these trails, making them automatic over time. The more we repeat the behavior, the more natural it becomes, as if the road is being paved by practice.

This article not only debunks the myth of 21 days but also offers a real and sustainable path to personal and professional transformation. Here, you will discover:

• Why consistency is more important than time.
• Scientifically proven strategies for forming lasting habits.
• How to apply these principles in your daily life, whether to improve your productivity, health, or skills.

Prepare for a journey that goes beyond quick formulas and delves into the essence of behavioral change. Because, in the end, forming a habit is not about counting days—it’s about building a new identity.

The Truth About Forming Habits: Consistency is the Key, Not Time

Forming a habit is not a linear or simple process. It is not about doing something repeatedly for 21 days and expecting it to seamlessly fit into your routine like an automatic gear. In fact, habit formation is a process of cognitive and behavioral reconfiguration that requires consistency and, above all, a favorable context.

Neuroscience shows us that habits are formed through brain plasticity, meaning the brain’s ability to form new neural connections based on repetition. However, this repetition needs to be meaningful and contextualized. A study published in the European Journal of Social Psychology (2009), led by Phillippa Lally, showed that the average time to form a habit is 66 days, but this duration can vary from 18 to 254 days, depending on the complexity of the behavior and the individuality of each person.

When we talk about complex behaviors, such as starting an exercise routine or learning a new skill, the challenges increase significantly. A 2015 study published in the Journal of Sports Science & Medicine revealed that gym-goers needed to train at least 4 times per week for six to eight weeks to turn the activity into a habit. This is because more complex behaviors require greater cognitive and emotional effort, as well as a deeper change in routine.

On the other hand, simple behaviors, like drinking more water or washing hands, tend to automate more quickly. This is due to the frequency and low complexity of these actions. A 2020 study published in the Journal of Health Psychology showed that forming simple habits can take as little as 18 to 30 days, especially when associated with clear environmental triggers, like drinking a glass of water upon waking or washing hands before meals.

The key, therefore, lies not in time but in consistency and integrating the behavior into the context of daily life. As the psychologist B.F. Skinner, a pioneer in the study of human behavior, once said: “The success of a habit lies in its ability to become an automatic response to a specific stimulus.”

Thus, forming a habit is essentially about reprogramming the brain. This process occurs thanks to neural plasticity, the brain’s incredible ability to adapt and reorganize its connections in response to new stimuli and repeated behaviors.

When we perform an action for the first time, such as running in the morning or meditating before bed, our brain activates a complex network of neurons. This network includes areas like the prefrontal cortex, responsible for planning and decision-making, and the nucleus accumbens, which processes rewards and motivation. However, as we repeat the action, the brain seeks efficiency.

This is where the basal ganglia comes into play, a deep brain structure that acts as an “autopilot” for habitual behaviors. With repetition, brain activity shifts from the prefrontal cortex (which requires conscious effort) to the basal ganglia, making the behavior more automatic and less reliant on active decisions. This process is known as neural automation.

A study published in Nature Neuroscience (2016) demonstrated that habit formation is directly linked to the strengthening of synapses (connections between neurons) in specific circuits of the basal ganglia. The more we repeat a behavior, the stronger these connections become, until the behavior becomes almost unconscious.

Another crucial factor is the release of dopamine, the neurotransmitter associated with motivation and reward. When we perform a behavior that brings benefits or pleasure, such as completing a run or meditating, the brain releases dopamine. This dopamine “spike” strengthens the neural connection, increasing the likelihood of repeating the behavior in the future.

With neuroscience, we can understand that true change requires more than a simple desire to adopt new behaviors; it depends on a clear and understandable reason. The human brain, in its complexity, is not driven only by the urge to do something new, but by the need to understand the “why” behind this effort. This is because our choices and actions are processed in brain areas responsible for motivation and decision-making, like the prefrontal cortex.

When we have a clear and compelling reason to change, the brain forms stronger associations between the effort and the benefits that follow. This not only facilitates adapting to the new routine but also reduces internal resistance to the new behavior. The clearer the reason, the more the brain understands and embraces the change, making it part of our automatic functioning. For example, if a person decides to adopt an exercise routine not just for the desire to lose weight, but because they understand it improves cardiovascular health and increases their daily energy, the brain will begin to associate this behavior with concrete benefits, thereby reducing resistance.

The scientist and neuropsychologist Michael Merzenich, a specialist in neuroplasticity, states: “The brain is shaped by reason, motivation, and repetition. If you know why you are doing something and believe in its value, your chances of success are exponentially higher.” Reason, therefore, is not only a driver of change but the key to the process of internalizing the behavior.

Therefore, when seeking to transform a habit, it is essential to have a clear and strategic reason. This gives meaning to the action, increases persistence, and minimizes the obstacles that arise along the path of change. Unlike a superficial change based solely on desire, a change grounded in a solid reason has a much greater chance of becoming permanent.

For example, imagine you’ve decided to start running every morning. First and foremost, it is crucial to have clear reasons that lead you to adopt this practice. The brain doesn’t just respond to the desire to run but also to the reason behind that desire, which makes the process of change more effective and lasting. In the first few days, your prefrontal cortex—the area responsible for decision-making and planning—will be particularly active. Along with other areas of the brain, such as the limbic system, which influences motivation and emotions, your brain will begin to map the need to establish this new routine, helping you overcome obstacles such as laziness and fatigue.

After a few weeks, the basal ganglia, a region of the brain involved in automating behaviors, takes control of this action. Running begins to become a natural part of your day, and as you repeat the behavior, the brain associates the practice with positive rewards. The release of dopamine after each run—the neurotransmitter related to pleasure and reward—reinforces the behavior, making it more enjoyable and, eventually, automatic.

Therefore, understanding the neuroscience of habits allows us to approach behavioral change with more clarity and strategy. It is not just about willpower, but about working with the brain, creating favorable conditions for the automation of positive behaviors.

How to Create Habits Effectively: Proven Strategies for Personal and Organizational Success
Now, let’s explore seven powerful strategies that not only help build habits on a personal level but can also be applied within companies, providing concrete and lasting changes:

1. Establish an Identity, Not Just Goals

Transform behavior into an extension of who you are. Instead of thinking, “I need to exercise,” adopt the mindset, “I am an active person.” This shift in identity not only reinforces the habit but also creates a deeper purpose that motivates continuity, even in times of difficulty.

Psychologist Carol Dweck, in her studies on growth mindset, shows that when we see ourselves as capable of change, we increase our resilience and commitment. In the corporate environment, this transformation is fundamental. Leaders who see themselves as agents of change not only seek results but are committed to a continuous process of evolution. For example, instead of thinking, “I need to improve my communication,” a leader may adopt the identity of “I am an effective communicator,” making development an integral part of who they are.

Innovative companies have increasingly invested in leadership development programs that do not just focus on specific goals or skills, but on building positive identities. This helps managers see themselves not just as mentors or task executors but as behavioral developers, facilitators of transformation, and high-impact leaders.

2. Strategic Triggers: Create Rituals and Associations

To automate behaviors, the brain relies on clear and consistent cues. If your goal is to meditate every morning, associate this practice with something already established in your routine, like having coffee. By starting your coffee ritual, your mind will already know that meditation follows, creating an automatic association between the two activities.

This process is known as habit stacking, a technique popularized by James Clear in his book Atomic Habits. He suggests that by connecting a new behavior to something we already do, the change becomes easier and more natural. In the corporate environment, leaders can adopt this strategy to structure productive routines. For example, associating the daily review of goals with the first coffee of the day or the opening of emails. This creates a sequence of actions that the brain learns to perform automatically, without the need for conscious effort.

Companies looking to optimize time and promote high-performance environments use these environmental triggers to foster positive habits. An example of this is stand-up meetings, which encourage agility and focus, creating a ritual where interaction is quick, objective, and dynamic, leaving no room for distractions.

3. Immediate Reward Increases Adherence

The human brain responds much more effectively to immediate rewards than to distant ones. Instead of waiting until the end of the week to reward yourself for a completed task, offer an immediate gratification. A study conducted in 2014 and published in the Journal of Consumer Research showed that people who had access to exclusive audiobooks while exercising in the gym increased their visit frequency by 51%. This highlights how instant rewards can strengthen behaviors and increase engagement.

In the corporate context, immediate rewards can be a powerful motivator. For example, publicly recognizing an employee after a successful presentation or offering small benefits, such as creative breaks or symbolic recognition, right after completing complex tasks can significantly increase adherence to desired behaviors. This not only strengthens the emotional bond with the task but also creates an instant sense of satisfaction, reinforcing the engagement cycle.

Moreover, many companies have adopted gamification systems, where employees earn points and instant rewards for achieving specific goals. This type of strategy boosts motivation, engagement, and a sense of continuous progress, creating a more dynamic and stimulating environment. By strategically integrating immediate rewards, companies can foster a culture of motivation and high performance.

4. Adapt Your Environment to Facilitate the Habit

Our environment plays a key role in forming habits. The right environment can either facilitate or hinder the process of behavioral change. For example, if you want to improve your diet, placing fresh, visible fruits within reach can increase the likelihood of healthy choices. Similarly, if your goal is to avoid consuming alcohol during the month, keeping alcoholic beverages out of sight is an effective strategy.

In the workplace, the physical design of space has a profound impact on productivity, creativity, and collaboration. Open offices, for example, promote interaction between teams and a more efficient flow of communication. Well-planned break rooms offer a retreat for rejuvenating breaks, stimulating the necessary rest for creativity and focus.
Today, many companies are adopting a conscious approach to designing their offices, aiming to promote agility, innovation, and well-being. Collaborative spaces, such as coworking areas and brainstorming rooms, encourage idea exchange and the formation of positive habits. Moreover, environments that prioritize emotional balance, such as relaxation areas and mindfulness zones, help employees adapt to new routines, contributing to a healthy and productive organizational culture.

5. Don’t Get Discouraged by Failures, Adjust Your Course

Rigidity in goals is often one of the biggest obstacles to forming new habits. If you committed to running every day, but life gets in the way, frustration may arise. However, instead of giving up, the most effective strategy is to adjust your approach. For example, if the initial goal was to run 10 kilometers, start with walks and gradually increase the intensity until you reach the goal, adjusting the pace according to your fitness level. Every small progress reinforces confidence and brings you closer to integrating the new habit into your routine.

In the corporate world, flexibility is also crucial for success. Leaders who know how to adjust their strategies in the face of obstacles, without losing sight of the final goal, are more effective. When a team doesn’t meet a quarterly target, the solution lies in identifying the difficulties and adjusting the action plan, rather than blaming the employees. The ability to change the approach without losing focus on the result is an essential competence for organizational success.

Companies that aim to stay ahead of the market should adopt a philosophy of continuous improvement, where learning from mistakes and quick adaptation become standard practices. Instead of fearing failures, organizations should view them as opportunities to adjust strategies and continuously improve, creating a culture of innovation and resilience.

6. Small Wins, Big Results

Just as in personal life, in the corporate environment, to solidify new habits, it’s essential to celebrate small wins. Every step forward, no matter how small, strengthens confidence in the process and motivates continuation. Don’t wait for big results to recognize your effort. The sum of these small victories over time is what generates the desired impact.

Practical Tips for Integrating Habits at Work:

• Start with small steps: In the workplace, this can be something simple, like setting aside 10 minutes to review priorities or scheduling a feedback meeting. These small adjustments are easier to incorporate into the routine without overwhelming the day.
• Use positive reinforcement: Rewarding the completion of new habits can be a powerful tool. This can be done by recording your wins or allowing yourself a refreshing break after completing an important task.
• Make the practice visible: To reinforce new habits at work, be transparent about your goals with the team. This creates a mutual accountability environment where everyone supports each other in staying focused.
• Integrate the change into your daily work: Turn the new habit into a natural part of your responsibilities. If the goal is to improve communication with the team, implement quick daily meetings for goal alignment, facilitating continuous practice and adapting the habit to the routine.

7. Consistency Is More Important Than Perfection

In our pursuit of transformation, whether personal or organizational, we often fall into the trap of perfection. The idea that we must achieve change flawlessly can paralyze us, preventing progress. However, the true key to success lies not in being perfect, but in being consistent.

The Perfection Fallacy

In this sense, never forget that perfection is an illusion. It demands unrealistic standards, high expectations, and constant pressure to avoid failure. This standard often makes us give up at the slightest mistake or when results are not immediate. However, consistency offers something far more powerful: the power of continuity.

Rather than seeking flawless execution from the start, consistency is about taking the next step, even if it’s not “ideal.” If we start a new routine or behavior with the expectation that perfection is the goal, we may quickly become frustrated and even give up when reality shows us the challenges of the journey.

In other words, what I want to make clear here comes from behavioral psychology: repetition is the essential element for forming new habits. When we focus on consistency, rather than striving for a perfect change, we allow the brain the opportunity to internalize and automate behaviors over time. Neuroscience also confirms this: the brain responds to repetition and constant practice, creating new neural connections, as we saw in the formation of habits.

In a study published in the European Journal of Social Psychology, researchers sought to observe the average time needed to form a new habit, but what stood out most was not the number of days but the regularity of attempts. In other words, the constant practice of a behavior, no matter how small or imperfect the first steps are, is what leads to success.

When we try to be perfect, the brain enters a state of high cognitive demand, requiring continuous mental effort to maintain elevated standards. The pressure to be perfect activates the prefrontal cortex, the part of the brain responsible for decision-making and conscious effort. While this can be useful in specific situations, the overload of decisions increases the likelihood of failures, leading to the construction of new limiting beliefs.

On the other hand, consistency promotes automation. Repeated practice activates the basal ganglia, a part of the brain that, over time, transfers behavior from conscious control to an automatic level. This allows the behavior to become natural and lasting, without the constant effort of worrying about perfection. Habits are not a matter of willpower, but of repeated practice.

The Importance of Consistency in the Corporate Context

In the corporate world, consistency is equally vital. High-performing teams are not made up of individuals who always get it right on the first try, but by those who persist, adjust the course when necessary, and continue improving their skills. For example, leaders who adopt a consistent approach in their decisions, even when results are not immediate, build their teams’ trust over time. They know that success does not come from a single great effort, but from small, continuous advances.

Innovative companies exemplify this concept, allowing their teams to experiment, learn from mistakes, and continue the innovation process consistently. They understand that, without daily practice and the constant pursuit of improvements, there would be no disruptive innovations or sustainable growth.

For example, let’s say a leader wants to improve communication within her team. Instead of expecting a single meeting to resolve all the issues, she adopts a consistent approach, holding small regular meetings, adjusting her approach based on feedback, and persisting in the learning process. Over time, what becomes evident is that communication improves not because of a single big change, but due to the consistency of practice.

For an employee starting to improve their leadership skills, consistency is also what sets success apart. Rather than expecting leadership to become perfect, he focuses on making small adjustments every day, which, over time, leads to enormous growth.

The truth is that it is consistency that leads us to true transformation, not the pursuit of perfection. By accepting that the path to change involves imperfections and continuous adjustments, we can move forward without the burden of failure and with the confidence that progress will come. This applies to both personal and corporate development. Constant practice, even if incomplete, is what allows a habit or behavior to solidify over time, becoming a natural part of our routine.

Remember: true change is built through small daily wins.

Environmental Social Psychology: How the Environment Influences Habit Formation

I want to dedicate a special space in this article to discuss Environmental Social Psychology. This is a field that I not only study and apply in my daily life but also consider fundamental to understanding how both the physical and social environment can be a powerful ally in habit formation. The interaction between the individual and their surroundings is so significant that it can determine the success or failure of a behavioral change.

As Robert Gifford reminds us in his book The Psychology of Environmental Change: “The environment is not only the physical space in which we live but also the interactions it facilitates. Lights, sounds, and the arrangement of objects can create feelings of well-being or discomfort. Well-designed environments can improve our ability to concentrate and be creative, while chaotic or poorly lit spaces can reduce focus and increase stress. Environmental Psychology, therefore, becomes a crucial area to understand how external conditions affect our mental health and behavior, not only as individuals but also as members of a society or team.”

The physical environment, often underestimated, is one of the most powerful factors in habit formation. Studies show it directly influences our choices and behaviors. For example, a study published in the Journal of Environmental Psychology (2018) revealed that people who kept fruits in visible places at home consumed 25% more of them than those who kept them in the refrigerator.

This idea of an “enabling environment” is expanded by concepts from behavioral neuroscience. The Cognitive Architecture Theory, for example, asserts that the way an environment is designed directly affects cognitive efficiency and decision-making processes. When the environment facilitates the execution of a desired habit (such as eating fruit or increasing social interactions in the corporate environment), the mind becomes more likely to automate that behavior.

In the corporate environment, the arrangement of space can either promote or inhibit positive habits. Open offices, for example, encourage collaboration and communication, while well-designed break rooms can reduce stress and increase productivity. However, there are times when the need is for environments that promote extreme concentration. In such cases, reserved spaces with appropriate lighting, temperature, and minimal sound interference are essential. Environmental social psychology reinforces that environments with good control over lighting, temperature, and noise have a direct impact on increased productivity and reduced mental fatigue.

A practical example comes from the interior design company Herman Miller, which developed modular offices that allow employees to alternate between collaborative spaces and individual focus areas. This design not only increases productivity but also employee well-being, creating a dynamic balance between social interaction and individual concentration.

But the social environment—our relationships, organizational culture, and group norms—also plays a fundamental role. The Social Norm Theory, proposed by Cialdini, shows that we tend to follow behaviors that we perceive as common or accepted in our group.

In the corporate context, a culture that values continuous learning and personal development can encourage employees to adopt positive habits, such as daily reading or participating in training. Additionally, promoting a culture of freedom and responsibility, where employees are encouraged to take initiatives and learn from mistakes, creates an environment conducive to innovation and adaptation. Practices of inclusive organizational culture, which support greater collaboration, are often associated with companies that perform exceptionally well, as they foster a sense of belonging and encourage creativity.

Practical Applications for Leaders:

• Redesign the Physical Space: Create environments that facilitate desired behaviors, such as collaborative work areas or relaxation spaces. Additionally, including “temporary isolation” spaces for high-concentration activities can be beneficial.
• Promote a Positive Culture: Establish norms that encourage healthy habits, such as regular breaks or the practice of constructive feedback. A culture of “continuous feedback,” where performance feedback is constant and constructive, helps increase adaptability and professional growth.
Use Environmental Triggers: Place visual reminders, such as goal boards or inspiring quotes, to reinforce positive behaviors. Auditory or visual reminders can also be used as tools to reinforce desired behavior patterns. Implementing “public recognition” systems can be a great way to reinforce positive habits.

Environmental Social Psychology teaches us that both the physical and social environment are crucial in habit formation. By redesigning spaces and promoting positive cultures, leaders can create ideal conditions for behavioral change, both at the individual and organizational level.

The key to organizational success is recognizing that habits are individual, and often, they are shaped not only by personal motivation but also by the structure around them. By facilitating this transformation, leaders not only empower their employees but also create more innovative, resilient, and successful organizations.

Real Transformation: The Path is in Consistency, Not in Time

I hope by now you have understood that many people give up on their goals because they cannot achieve the 21 or 30-day mark. But it is precisely at this point that the true value of the process is lost: the change is not in the deadline, but in persistence and adaptation.

Science and practice show that habit formation does not follow a straight line. It is a path full of ups and downs, where consistency is the true key to success. As Aristotle said, “We are what we repeatedly do.”

As we saw at the beginning of this article, the idea that 21 days are enough to form a habit is a myth that often leads to frustration. Studies, such as one by Phillippa Lally, a psychologist at the University of Surrey, show that the time needed to automate a behavior can vary from 18 to 254 days, depending on the complexity of the task and the particularities of each person.

However, the most important factor is not time, but the frequency and quality of repetition. With each repetition, the neural connections associated with the behavior become stronger, making it automatic and less reliant on conscious effort.

Additionally, rigidity in goals is often the greatest obstacle. If you commit to running every day but life interferes, it can be frustrating. Instead of giving up, adjust the course. If your goal is to learn to play a musical instrument, start with short practice sessions, focusing on simple notes and chords. Instead of trying to play an entire song right away, break it down into smaller parts. As you progress and gain confidence, practice will become smoother and more enjoyable, until the habit is integrated into your daily routine. Not by chance, a study from Harvard Business Review revealed that people who celebrate small progress have a 40% greater chance of achieving their long-term goals.

Finally,

Forming habits is not a linear journey, but rather a continuous opportunity for growth and self-discovery. Throughout this article, we have explored how science, psychology, and the environment can become powerful allies in this process. We realized that there is no magic number of days, but rather a unique and personalized path for each person—the journey requires consistency, adaptation, and above all, self-compassion.

True transformation begins when you understand that the power to change is in your hands. It’s not about seeking perfection, but about maintaining persistence. Every small step, every adjustment along the way, every victory celebrated is a step toward your goal.

Don’t be mistaken! Forming habits, both personally and professionally, is not a matter of time, but of dedication, adaptation, and consistency. True transformation happens when you embrace the process, celebrate every little progress, and see yourself as someone fully capable of growing and evolving.

So, the next time you encounter the myth of the “21 days,” remember: time is relative, but consistency is non-negotiable.

And you? What habit are you looking to form, and what strategic changes will you adopt to make it automatic? Share in the comments, and let’s explore together how to accelerate this process and generate lasting results!

“A journey of a thousand miles begins with a single step.” – Lao Tzu

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Hello, I’m Marcello de Souza! I began my career in 1997 as a leader and manager in a large company in the IT and Telecom market. Since then, I’ve been at the forefront of major projects focused on the structure, implementation, and optimization of telecommunication networks in Brazil.

Driven by curiosity and passion for behavioral and social psychology, in 2008, I decided to dive deeper into the human mind. Since then, I’ve become a professional dedicated to uncovering the secrets of human behavior and catalyzing positive changes in individuals and organizations.

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