The Wisdom Factor 

Reducing the Control of Bias, Threat, and Fear while Building a Better World


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Advanced Praise

The Wisdom Factor Cover

It’s not enough merely to aspire to be wise; you must create the environments and strengthen the skills that are key to that life task. This book brings a step-by-step, practical approach to acquiring wisdom. Grounded firmly in behavioral science, it never talks down to you, or substitutes aspirations for actions. Instead, it creates a bond of trust between author and reader, and then it delivers. Every page rings true to me. I can highly recommend it.

Steven C. Hayes, Ph.D.
Foundation Professor of Psychology
University of Nevada,Reno 
Originator of Acceptance and Commitment Therapy
and author of A Liberated Mind

The Wisdom Factor is a wise telling of over a century of psychological science and practice that has grappled with the question of what makes us human. More specifically, it offers an accessible and practical roadmap to make us better humans. In this book, the reader will find valuable tools to chart a course to a greater understanding of ourselves, our environment, and each other.

David B. Baker, Ph.D.
Senior Program Director
Cummings Foundation for Behavioral Health
President, Baker Performance Facilitation
Professor Emeritus of Psychology, The University of Akron

Much has been written about wisdom down through the ages. We've been informed about what it is, what it isn't, who has it, and who doesn't. But very little has been written about how to attain it other than taking many trips around the sun or apprenticing at the feet of a master. This lovely book fills in the gap by explaining how it can be attained simply by turning the knobs and the dials of our own behavior. Furthermore, the many recommendations available herein spring not from the creative imaginations of the authors but from their scrutinous reading and careful distillation of countless studies from behavioral science. Purchasing the book will involve money wisely spent.

Patrick C. Friman, Ph.D., ABPP
Vice President, Boys Town
Outpatient Behavioral Health Services

Lattal and Zuluaga weave together a tapestry of science and wisdom that points the way to effective interpersonal relationships.

Sigrid Glenn, Ph.D.
Retired Professor and former Dean of the School of Behavior Analysis,
University of North Texas

The Wisdom Factor CoverAbout the Book

The Wisdom Factor is about how you show up, what you say and do, and the legacy you leave. Using science and experience, the authors describe how a river of reciprocity connects us. Individual behavior holds the transformational power to create change, even in tough times. Assessing your effects by your actions is at the heart of this book. The strategies can help you build a better world. Watch the ripple effect.

About the Authors


Darnell Lattal headshotDr. Alice Darnell Lattal

Dr. Alice Darnell Lattal has spent a lifetime on issues of coercion and its fallout across educational, health, mental health, and workplace settings. A clinical psychologist by training, she spent her first two decades of professional life in special education, adult clinical, and community mental health while addressing the suppressive effects of poverty on infant development, child and spousal abuse, and literacy in rural America. She established her own consulting company, Context Management, Inc., in 1980. Joining several business-to-business consulting companies, she served as a coach for individual, group, and leader development. She served as President and CEO of Aubrey Daniels International for 14 years, appointed as Board Chair for another two years before returning to her coaching and consulting work. Since March of 2020, she has served as CEO and President of ABA Technologies, Inc.; her wealth of experience spans more than 50 years and six continents. Her publications include Clark and Lattal, Workplace Ethics: Winning the Integrity Revolution (Rowman & Littlefield, 1993; University Press, 1998), Ethics at Work (Performance Management Publications, 2005); Lattal and Clark, A Good Days Work (2008), McGraw Hill; Ishida and Lattal, Sustaining a Stress-Free Workplace using Positive Reinforcement (English title translation) (2010), Toyo Keiza Press; Daniels and Lattal, Life’s a PIC/NIC® when you understand behavior (Sloan Publishing, 2017), Daniels and Lattal, Live a Good Life: Using the science of behavior to drive personal and social change (Performance Management. Publications, 2020); and The Wisdom Factor: Reducing the Control of Bias, Threat, and Fear to Build a Better World, Lattal and Zuluaga, (KeyPress Publications, 2022). Among her positions, Dr. Lattal served as President of her state psychological association,  Board of Trustee member of a national policy and prevention group dedicated to reducing violence in America, and is currently a member of the Board of Directors of the Cambridge Center for Behavioral Studies. She lives with her husband, Andy in Hilton Head Island, SC. She and her husband consider the best of times is being with their three fine children and their families, benefiting from the wit and wisdom of their seven grandchildren. 




Carlos Zuluaga HeadshotCarlos A. Zuluaga

Carlos A. Zuluaga is a Senior Vice President of Instruction at ABA Technologies, Inc.  In this role, Carlos develops and delivers instructional content to disseminate behavior analysis in both English and Spanish. In addition, he is a Lead Co-Instructor for Florida Tech's ABA Online Program. Carlos has published in professional journals and blogs, presented at conferences, and has offered talks to practitioners and consumers of applied behavior analysis. He was also part of the team that translated the first Spanish edition of the VB-MAPP. Carlos received a Master of Science in Applied Behavior Analysis from Florida Tech in 2006. His master’s thesis was published in the Journal of Applied Behavior Analysis in 2008: Zuluaga, C., & Normand, M. P. (2008). An evaluation of the high-probability instruction sequence with and without programmed reinforcement for compliance with high-probability instructions. Journal of Applied Behavior Analysis, 41, 453-457. Before joining ABA Technologies, Inc., Carlos was a lead therapist at QuestKids, an early intervention agency, for seven years. During this time, he learned to conduct a number of skill assessments like the Verbal Behavior Milestones Assessment and Placement Program (VB-MAPP), develop verbal behavior programs, teach a variety of skills to children with developmental disabilities, train caregivers, and provide supervision. During his free time, Carlos enjoys spending time with his wife and dog, reading, writing, drawing, playing guitar, listening to music, cooking, and exercising.

If there is anything the world needs, it is wisdom. Without it, I exaggerate not at all in saying that very soon, there may be no world . . .

Robert J. Sternberg

A Look Inside the Book

Download this sneak peek of The Wisdom Factor to see the Title page, Dedications, Acknowledgements, Endorsements, Table of Contents, the first two pages, and About the authors.


Free Teacher Notes

For those interested in using the Wisdom Factor in formal classes or through workshops, webinars, or book clubs, we offer a complete teaching guide to use and customize as you might need. We hope to get the book's content out to as many people as possible, and we want to make that as easy as possible while still helping us understand its potential uses.

We need you to fill out a brief questionnaire as to how you intend to use the materials. We understand you may intend but not use the book as you describe. There is no obligation to do so. After you complete that brief questionnaire, we will send you the outline that you are then free to use in whatever way you wish, except to resell it to others. It is free once given to you. If others would like a copy, please send them to this page. Remember, it is not a PDF but a word document that allows changes and customization you want to make to use for how you like best to teach, with lots of ideas about how to do so with this content. Knowing how hard it is to design a new course, our goal is to help you through the use of this material.

Whatever feedback you can provide about how this teaching guide was or was not of help would be greatly appreciated. Both Dr. Lattal and Mr. Zuluaga would be interested in hearing from you on any recommendations you might have.

Get the Resource here

Teacher notes