Identity-Based Change: Rewiring Brain for Lasting Habits

Key Quotes

"The reason is, it lies in your identity. Our identity is who we believe we are, who we fundamentally believe we are. I believe, just off the top of my head, that I'm a very generous person. I absolutely believe that who I am is very non-judgmental. We all have these things that we just... it's not even that, I hate to even sometimes use the word "believe" because that makes us think that we have to somehow come to believe it. It's like, "No, this is just who I am." Like, "I'm a really joyful person, I'm a really happy person, I'm an introvert, or I'm an extrovert," right? The things that you think about yourself, they just are. Those are your beliefs about who you are, that is your identity. And guess what? Habits follow identity. Identity doesn't follow habits."

Moira Casaba argues that the fundamental driver of habit formation is identity, not the other way around. Casaba explains that our deeply held beliefs about who we are shape our actions, meaning that habits are a consequence of our identity, rather than the cause of it. This perspective suggests that changing habits requires a shift in self-perception.

"I remember telling her, I said, 'What I always say is that belief is like a tabletop. Each belief that you hold is the tabletop, and then we go around and we find the legs, the stories, the proof, the life circumstances, the things that happened to us to prop up that belief and make it strong, right? Make it sturdy, make it like so you can't knock it over. Like, I have all these reasons why this is true about me.' And we do that unconsciously, subconsciously."

Casaba uses the metaphor of a tabletop and legs to illustrate how beliefs are supported. Casaba explains that a core belief acts as the tabletop, and we then unconsciously seek out experiences, stories, and circumstances that serve as "legs" to reinforce and validate that belief. This process makes our existing beliefs feel unshakeable, even if they are not serving us.

"So I started to say to myself, 'Okay, let me flip the script and go, 'I have influence.'' And at first I was like, 'This is so silly, right? This is so silly,' rolling my eyes. But here's what happens when you start to speak truth over yourself, you start to speak identity that serves you. 'I have influence.' I read that every day. 'I have influence.' Then my brain starts to pick up on that, right? We have this reticular activating system, also known as your RAS. It's like a filter, right? To pick up on different things in the world."

Casaba describes the practice of consciously adopting a new, beneficial identity, even when it feels unnatural. Casaba explains that by repeatedly affirming a new identity, such as "I have influence," one begins to retrain their Reticular Activating System (RAS). This neurological filter then starts to notice evidence that supports this new self-perception, reinforcing the desired change.

"The small percent of people that had that transformation and keep the weight off, they've become a new person. They see themselves differently. They're healthy, they're active, they're athletic, they're energetic. They're a person that chooses to eat healthy things, right? That eats maybe, you know, the fun stuff but in moderation. They have rooted into a new identity, and so their actions follow that."

Casaba uses the example of sustained weight loss to highlight the power of identity-based change. Casaba points out that individuals who maintain their transformations have fundamentally adopted a new identity as a healthy, active person. This internal shift, rather than mere adherence to a diet or exercise plan, is what drives consistent, long-term behavioral changes.

"Every single day that you continue the practice of those 'I am' statements, of rooting into that new identity, of speaking that new identity into yourself, the root system grows, the tree grows. So you're both reaching up and down, right? Up into the sky, down into the earth. Every single day doesn't feel like you're doing much, but every single day... and guys, a root system literally looks like the neuroplasticity in your brain, right? It's very identical."

Casaba employs a tree analogy to explain how consistent affirmation of a new identity rewires the brain. Casaba states that each day spent practicing "I am" statements and embodying a new identity strengthens the neural pathways, much like a tree's root system grows deeper and more robust. This process, Casaba notes, mirrors neuroplasticity, making the new identity increasingly stable and resilient.

"So just to recap that morning process: yes, read your vision, yes, look at your goals, but gosh, look at that identity. Maybe it's three, five, seven statements, 10 statements, 'I am,' right? Where are you stuck? 'I am influential, I am powerful, I am a patient mom, I am an owner of my time,' right? 'I am, I am, I am.' And trust me when I say, you will start to show up as that version of yourself with a heck of a lot less effort because it's who you are."

Casaba summarizes the recommended morning routine by emphasizing the critical role of identity affirmations. Casaba advises incorporating multiple "I am" statements that reflect the desired new identity, such as "I am influential" or "I am an owner of my time." Casaba asserts that consistently stating these affirmations makes embodying that new version of oneself significantly easier and more natural.