In this clip Covey explains how the emphasis of human behavior has shifted in the past 80 or so years from a character based, principal driven ethic, based on :-
Integrity, Fidelity, Courage, Compassion, Contribution, Responsibility, & Justice.
To a personality based ethic concentrating on techniques,( i.e on how to look good, how to dress), or in other words, How to create a good image. Although some personality techniques can be very valid, if you don’t possess, as a base, the Character ethic you will not have the power to create enduring effectiveness. Covey explains this very well in this short clip.