What is Applied Behavior Analysis (ABA)?

Rob, if you could just give us a synopsis or just what would your elevator speech be for applied behavior analysis, like what is ABA? So obviously, that applied behavior analysis is the science of human behavior, right? And it's an extension of that science into helping individuals in meaningful ways. So we think about our behavioral science, which which a lot of it started early on when working with animals and learning very simple things like positive reinforcement and negative reinforcement. We started learning how why people engage or why animals engage. And at some point, we start to say, well, this makes a lot of sense for humans. How are we different in terms of the way that we respond to the environment? And so from that, early investigations started happening working with folks with developmental disabilities and has it kept going in the field of applied behavior analysis was born. And from that, procedures kind of trickled into special education, into clinical settings and therapeutic settings or other therapeutic settings. And so to me, that's what applied behavior analysis is. It's a practice. It's a collection of practices supported by this strong philosophy that says that, you know, most of what we do is impacted by the environment. And therefore, it kind of helps us understand that, you know what? We can change that environment and make things better for the individuals that we work with. I guess the big idea is that maybe is based on science, right? It's not just something that let's just try this, that we've got data showing it's really effective. And then its core purpose is making love, maybe making individuals' lives better.