Everyone tells you to build habits by changing your identity — 'don't say you're trying to run, say you're a runner.' Sounds great on a motivational poster, but behavioral science suggests identity-based habit framing can spectacularly backfire, triggering defensiveness, all-or-nothing collapse, and a specific kind of shame spiral that makes quitting feel logical. This week, we dig into when identity attachment helps, when it destroys progress, and what to anchor your habits to instead.