In this episode, we spoke to Dr. Marguerite Hoerger (Maggie), BCBA-D, Senior Lecturer in Education at Bangor University, and course director of the MSc in Applied Behaviour Analysis. Her primary research interest is in developing affordable, evidence-based, and sustainable applications of ABA for use in schools. Dr. Hoerger shared insights with us about the importance of creating a behavior plan that fits into the teachers’ vision of their own classroom. If they (teachers) don’t like it, we (BCBAs) don’t run it! She also highlighted that sanction and punishment don’t teach new behaviour.