The 7 Habits of Highly Effective People attempts to distinguish itself from other self-help books by taking an inside-out approach to problem solving. Covey argues that both personal and business growth are frequently defined as behavior modification. He believes this to be a false premise and sees the recommendations of its proponents to be superficial, temporary solutions. He calls this ineffectual approach the Personality Ethic and contrasts it with his preferred method—the Character Ethic.

Personality represents a projection of the traits we want the world to see. It is external. Character consists of the hidden qualities that define who we are. Covey believes that character holds the key to true and lasting change. He writes:

In the words of William George Jordan, ‘Into the hands of every individual is given a marvelous power for good or evil—the silent, unconscious, unseen influence of his life. This is simply the constant radiation of what man really is, not what he pretends to be’ (22).

The author has set himself the difficult task of modifying traits that are invisible. He is attempting to reach into the human psyche and alter it at some fundamental level. However, he is also convinced that no one can achieve a permanent solution without this inside-out approach.