Discover the BTFA™ model change

Transform lives with brain-based coaching: discover the BTFA™ model

Change.
It sounds so simple, yet why does it often provoke such resistance?

Perhaps you’ve experienced this yourself: you try to influence behavior, but instead of progress, you encounter pushback—or even complete stagnation. What’s going on?

Here’s the core insight: real change doesn’t start with behavior—it starts in the brain, in the beliefs that drive everything. Attempting to change behavior without addressing those deeply rooted beliefs can feel like an attack on autonomy for many people, triggering resistance. But what if you could overcome this by using the brain itself as an ally?

Why your efforts sometimes meet resistance

Think about how beliefs work. What someone believes shapes their thoughts. Those thoughts, in turn, fuel emotions, and those emotions drive actions.

This is the essence of the BTFA™ model: believe, think, feel, act.

Without addressing beliefs, change remains superficial. Worse, trying to steer behavior directly often backfires. The brain feels pressured and shifts into defense mode—resistance, avoidance, or even complete disengagement. And that’s the challenge: how do you break this cycle?

Use the brain as an ally in coaching

When change provokes resistance, it’s rarely due to a lack of willpower. The brain seeks safety. Only when it feels secure can it create space for new beliefs and growth.

Imagine this: a team member is consistently overwhelmed by deadlines. You could say, “Just try to work more efficiently,” but what would that change? Likely nothing. However, if you explore the stress together and uncover a belief like, “I’m not good enough if I fail,” you create room for transformation.

How to turn beliefs into actions with BTFA™

Want real change? Start by creating an environment where beliefs can shift. Here are four ways to apply the BTFA™ model:

Connection over control
Resistance often arises when people feel controlled. How can you foster genuine connection? Ask questions, listen, and explore which beliefs might be holding someone back. When people feel heard, the door to transformation opens.
Safety as the foundation for growth
The brain thrives in a safe environment. Encourage people to express their thoughts and feelings without judgment. This prevents the brain from going into defense mode and creates flexibility and openness to change.
Empathy before action
Understand the emotions behind someone’s resistance. When you address the feelings tied to their beliefs, you show empathy, which builds trust and lowers barriers to change.
Shift beliefs to spark action
Guide people to reframe unhelpful beliefs into empowering ones. Once their beliefs change, thoughts, feelings, and actions naturally align with the new mindset.

By using the BTFA™ model, you’re not just coaching behavior—you’re transforming lives at their core.