Since first registering my business in 2016, I’ve lost count of the number of times I’ve been asked to explain the name behind my practice. To some, it may seem a bit odd that I would choose an image that doesn’t share any apparent features with what we currently associate with ABA or behavior science, in general. When I respond, the details of the story I tell often change as the years since naming pass by, but the short of it is simply this:

I couldn’t settle on what to name my business and have that name be effective in illustrating to others what I do.

It might seem like a simple task - naming the thing you love to do; however, in shifting from academia into a world of practical application of the science to which I have devoted my life’s work, I realized that the skillset on which I rely goes far beyond what most people associate with ABA therapy and the work we perform as behavioral practitioners. No puzzle piece, infinity sign, or [insert inspirational word]-themed business name could illustrate the complexity and elegance of our work, or communicate the importance that these services hold for the individuals we serve.

As a good behavior analyst, I set a contingency for my own behavior which stated, “On January 1, 2016, I will register my LLC with the Secretary of State, or donate $1000.00 to a company who has it together and is doing work I am not.” I didn’t have that kind of money to spare, so decidedly, whatever I had as my top name at that point would become the name of my new business.

When that day arrived, I proved two things: First, I am just as responsive as anyone to the contingencies of negative reinforcement. Second, I’m no marketing guru. This is all despite having spent countless hours reading about how some of the world’s most successful ventures became household names.

Admittedly, I flopped. I thoroughly regretted my registered business name, “AKL Consulting,” with AKL being my initials at the time, and consulting being, “What I do.”

I also regretted my choice to implement a well known behavior improvement strategy of sharing my goal with others. I realized that I would have to own up to what I had done to some of the most important and innovative people I know.

Tail between my legs, that evening, I encountered one such person I especially admire. Thankfully, he was the first to hear me say it. He encouraged me in the plainest of terms:

“Ach, shame. Rubbish. Unoriginal. Just plain awful.”

While this may seem a little harsh, this was nothing I hadn’t already thought and it may have been the best response I could have received. My motivation for improvement had never been higher. What was especially helpful, though, was that he has never been afraid of hard work, so together we worked to correct my mistake.

For the next two hours, he patiently waited as I retold and reframed the science behind my work. He listened intently as I reflected on the professional duties I had performed in the past, as well as what I hoped to accomplish in the future. After I said all that I thought I could, he paused before providing feedback. He then explained that what I had shared led him to believe that I was the person who, in fact, would have been most helpful when he was learning to ride a penny-farthing…

Not exactly the response I expected.

Like most people I know, I didn’t know what a penny-farthing was or even what riding one might entail. I turned to Google which provided me with a part of my answer. As fate would have it, the very images that populated the screen included a common feature of my doodle art as a kid in school, who was far and away daydreaming of my future, and carefully considering the rationale for being in those seats, hour after hour, listening to my teachers drone on about the things they insisted that I needed to know. By graduation, I must have doodled thousands of penny-farthings.

With that, I set to work to have a logo designed, and with his feedback and collaboration, what you see at the top of this page, is what I chose as a reflection of my world.

Seven years have passed since I established Pennyfarthing, and the work I do now, entails a whole team of highly skilled professionals who have become members of my extended family. I have had some time to think more deeply about the work we do and how, in fact, the image I chose is actually perfect for illustrating it. This is how I see it:

Undergoing therapy, any kind of therapy, is like learning to ride a bicycle. Just as riding a bicycle requires practice and guidance to find your balance and build confidence, therapy involves the process of learning new skills, gaining insight, and navigating through life's challenges. Both experiences may have their ups and downs, moments of uncertainty, and occasional falls. However, with time, patience, and the support of a professional (or training wheels in the case of a bicycle), you gradually develop the skills and resilience to navigate your path forward with greater ease and confidence.

Learning to ride a penny-farthing is especially unique and must be handled with care, much like undergoing highly specialized therapy, such as ABA. Just as a penny-farthing requires a different set of skills and precautions compared to a standard bicycle, specialized therapy approaches which involve more than one professional may be necessary to address specific issues or conditions. Riding a penny-farthing demands heightened focus, balance, and a nuanced understanding of its mechanics. Similarly, specialized behavior therapy may delve into intricate aspects of one's inner world, requiring tailored techniques and expertise to address complex behavioral, emotional, and mental health challenges, oftentimes working from the outside in. Both endeavors demand patience, a supportive environment, and skilled guidance to navigate the intricacies safely, ultimately leading to personal growth and mastery.

The wheel of a bicycle can represent a person's world and environment, with the hub at the center symbolizing the individual and their immediate family or caregivers. Each spoke radiating from the hub represents another significant aspect of their life, such as friendships, work, hobbies, and community. Just as each spoke is essential for the wheel's balance and stability, every component of a person's world plays a crucial role in their overall well-being.

In this context, behavior therapy can be seen as a process that helps identify and strengthen the spokes of the wheel. By addressing and nurturing each important area, we aim to create a more harmonious and balanced life. We recognize that neglecting or disregarding certain aspects can lead to an imbalance, hindering personal growth and happiness.

Behavior therapy can assist individuals in identifying the areas that need attention, whether it's improving communication and relationships, establishing healthy patterns of behavior, exploring passions, or finding a sense of belonging within their community. By focusing on these different spokes and ensuring their proper alignment, individuals can enhance their overall well-being, leading to a more fulfilling and balanced life.

Life is our one opportunity to enjoy what I see as an uncertain yet beautiful adventure. I hope that we may join you along the way should you need support in regaining balance, or need a skilled hand to assist you until you find your way.

Thanks for reading,

Amy