Aubrey Daniels - The Founder of Performance Management

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 thirty years ago, Aubrey C. Daniels had a mission: to help people and organisations apply the scientifically-proven laws of human behavior to optimize performance. 

“People are the most important element of every organisation. 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’ ground breaking 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 organisations and industries accelerate business performance by addressing a trait common to all humans—behavior.


Aubrey Daniels, Ph.D. Founder & Chairman of the Board

Aubrey Daniels, a thought leader and internationally recognized expert on management, leadership, safety and workplace issues, is considered an authority on human behavior in the workplace.

As founder and chairman of the board of directors of his consulting firm, Aubrey Daniels International, he and his staff help organisations employ the timeless principles of behavioral science to re-energize the workplace, optimize performance and achieve lasting results.

In addition to being a highly sought after keynote speaker at major association, conference and educational events, Aubrey is the author of six best-selling books widely recognized as international management classics: Bringing out the Best in People: How to Apply the Astonishing Power of Positive Reinforcement; Performance Management: Changing Behavior That Drives Organisational Effectiveness, Other People’s Habits, Measures of a Leader, Oops! 13 Management Practices that Waste Time and Money, and Safe by Accidents?

. His books have been translated into Japanese, Chinese, Korean, Spanish and French and have been licensed in China, India, Indonesia, Japan, Korea, Romania and Saudi Arabia.