When we work only at the behavioural level, change is usually temporary. People may comply, adjust, or mask behaviours, but the pattern often returns under pressure. When we work at the belief level, change becomes more sustainable because the behaviour no longer serves the same purpose. For my coaching clients, this shift can be powerful.

Instead of asking, “What is wrong with me?” the question becomes, “What belief has been guiding me, and does it still serve me?” That reframing reduces shame and opens the door to curiosity, responsibility, and growth. I think as coaches and leaders, our role is not to correct behaviour, but to help uncover and examine the belief beneath it. Once the belief is understood, the behaviour often changes naturally, without force.