Deep ingrained beliefs of being undeserving

I just joined SCS in April and loving it. My main issue to work on is business building and money. I have discovered a deeply ingrained belief that I don’t deserve to be successful. It is more like my parents, especially my dad, don’t think I deserve to be successful, and I am sort of complying to have his approval. At 42 it is frustrating to discover this, but it also gives me the possibility to overcome it. I’ve been trying on new thoughts, but I have this feeling like this belief is so ingrained that I can’t change it just on a conscious level… I wish it could be surgically and cleanly removed. Is there a more powerful way to change it, than changing the thought on a conscious plane?