A few thoughts from James French who founded the trust technique, and some follow on thoughts from me.

“We are so fixated on trying to fix the behaviour that often another [unwanted] behaviour comes out, because we haven’t addressed what drives the behaviour – feelings. Change the feeling to change the behaviour.”

James is saying that a behaviour is a result of an internal emotional reaction [to an external stimulus]. It therefore follows that the behaviour won’t change until the way the animal / person feels about whatever they are reacting to changes.