The Aubrey Daniels Story

At the core of ADI the company is a story and a history of dedication and devotion to the science of behavior.

More than forty-five years ago, Aubrey C. Daniels had a mission: to help people and organizations apply the scientifically-proven laws of human behavior to optimize performance.

People are the most important element of every organization. With the complex challenges facing American business leaders every day, the science of human behavior cannot be ignored. Rather, it must be the starting place for every decision we make, every new technology we apply, and every initiative we employ.

– Aubrey C. Daniels, Ph. D.

Beginning his career as a clinical psychologist, Daniels became convinced that the work of Skinner and other behavioral scientists best enabled his patients to change their own behaviors. With this conviction, Daniels began to consider the impact of applying behavioral science to the workplace. Daniels’ groundbreaking impact in the workplace led him to coin the phrase Performance Management and begin his company, Aubrey Daniels International.

Since 1978, Aubrey and his respected staff at ADI have helped their clients employ the tools, principles and methodologies of behavioral science to achieve outstanding results and performance improvements. With more than a quarter century of results in the management field, ADI’s clients understand the practices, strategies and tools that drive sustained, profitable habits and have realized the vision of reaching higher and doing more.

Today, ADI has evolved into an internationally respected corporation, the leader in helping organizations and industries accelerate business performance by addressing a trait common to all humans—behavior.

Learn more: Daniels' Mission: Optimize Performance