From the outside, behavior change and identity change can look identical. Someone starts doing something new, or stops doing something old. The difference only shows up under pressure.
Behavior change is a decision you have to keep making. Identity change is a decision you no longer have to make. When the self-image shifts, the old behavior stops being suppressed and simply stops being generated.
Most approaches work on the surface because the surface is visible. The work I do starts one level down, where the behavior is written.