Are you looking for evidence-based and effective strategies to improve worker safety?

A Proven Process to Quickly Reduce Work-Related Injuries

...Introducing the Behavioral Safety Leadership Academy

Register for BSL Academy NOW »

Do you need approval to enroll on this course? If so, click here to download an interactive 1-page pdf overview of the course, which can be forwarded to the approving party.

Do you have more questions? If so, click here to schedule a call with Dr. John Austin and discuss how this will work in your organization. 




Have you ever been asked (or held accountable) to improve safety for a group of people you can’t control? 

…You do your best and you hope for the best, but there is so little time, given all of your responsibilities.

…You must do something, and people must see you as doing something to reduce injuries.

…You find yourself doing things that make sense, but might or might not have an impact.

…And then you’ve got all of the frustrations that come with dealing with people…why won’t they just do what they’re supposed to do?! 

…Perhaps you’ve trained, written procedures, reminded people, built toolbox talks, created safety committees, but found that “the way we’ve always done it” tends to win out more than you would like?

You must wonder, “Are we safe or just lucky?”

This struggle and frustration is totally normal, and it’s not your fault. 

Below I will explain why this happens and what you can do to get out of this situation.

Our "Why"...

Hi. I’m Dr. John Austin, a behavioral psychologist, and for more than 25 years I have helped leaders create safer work environments.  

…I have taught thousands of leaders in 12 countries to use what we know about behavioral science to improve working conditions and help people to work more safely.  

…I was a Professor in Psychology at Western Michigan University for 15 years and I published nearly 100 scholarly papers on the topics of safety, leadership, and management.  

I even edited the landmark journal in the field for years, the Journal of Organizational Behavior Management.

…I am the only person in my family to go to college, and everyone I grew up around in Baltimore, MD ‘worked for a living’. 

They all had manual labor jobs and many worked in terrible environments, with awful bosses, and unsafe working conditions. Seeing people who I cared about get injured at work just trying to earn a living to support their families, is what fuels my passion for this field.

…Dr. Nicole Gravina will be your personal coach during the course.  

She has a PhD in Behavioral Science, and currently is a professor at University of Florida. She’s got 30 scholarly publications on behavioral science in business and leadership, is an excellent teacher, and has been recognized as an international leader in the field.  

She also was a full time consultant for years, and is one of the best coaches I have worked with in my career. 

…Nicole grew up in Michigan and her dad was an hourly worker for GM…so she also knows the toll that injuries can exact on families and friends.  

…Because of our experiences, we believe that having a safe place to work should be a fundamental human right.  

…and we have all the science and technology we need to create a more effective and safer work environment, so why don’t we do it?!

Frustrations

Teaching leaders like you to face the everyday challenges of helping teams and departments to improve their results and safety is what led to me develop this course.

…over the years I have heard the frustrations of leaders like you, and they are surprisingly consistent. 

Here is a partial list of the most common questions and frustrations I’ve heard in the past 2 years:

  • How do we make safety more important than production?
  • How do you get people to read your email?
  • How do you get people more engaged in safety?
  • How do you get people to look out for their coworkers and peers?
  • How do you get support from business leaders?
  • How do you get people to follow the rules?
  • How do you get people to do what they’re supposed to do?

If you have any of these frustrations or others when it comes to people, there is a central reason, and there is a central solution that works for nearly all of them that I have encountered.

You’re not alone…and…it’s not your fault. 

First, you should know that you’re not alone – these frustrations are very common among business leaders. The problem stems from the way we’re taught to think about human behavior.

There was a time when business leaders were surprised to know that their results depended on the behavior of people. Nowadays, that’s not a huge insight – it is generally accepted that any results in your organization are achieved by what people in the business say and do (their behaviors). 

This is all well and good until we want them to do one thing and they do another. Pretty soon, you’ve got a bit of chaos going on and it can start to feel like herding cats. So, changing behavior becomes a primary interest of leaders in all roles in organizations…and Safety is no exception.

We’re taught from an early age that the way to get people to change their behavior is through building awareness, training, and education. And yes, there is some truth to that notion. However, it’s not the whole picture. 

It’s called the hypodermic theory of behavior change...the idea that if we ‘inject’ people with the right knowledge, then they will change their behavior. The problem is that this method only produces about 2-3% behavior change.

…So, sending an email to update a policy or procedure, or talk about a close call or new hazard…it may be effective as a way to document that it was communicated, but don’t expect it to produce any behavior change. 

If you need further convincing that awareness building often doesn’t cut it, then try this thought experiment.  

…Imagine a highway near your house that you frequently drive on. Pick one that you know the speed limit for…and now ask yourself a question.

…Have you EVER exceeded the speed limit on that highway? If we’re being honest, 99% of people will answer “yes” to this question. This demonstrated pretty clearly that being AWARE of a rule does NOT cause us to follow it.

SO…in the world of safety, building awareness is necessary but not sufficient to get behavior change in most cases.  

How do we change behavior?  

Early in my career, I worked with kids with disabilities, their parents, and their teachers at school. 

What I found was that these kids often had trouble communicating their needs, and so they did what any of us do when we’re frustrated…they acted out with bad behavior.  

…and when this happened, no one seemed to know what to do. The parents would often do whatever it took to calm the child down…which often meant inadvertently rewarding the bad behavior.

In searching for solutions, by chance I discovered there is a science on this very topic…behavioral science…and it started in the 1930’s (and some argue it started even before then!).

Once I started working in business, I saw a similar dynamic playing out in many cases. Not that employees are like children (they’re not), but there are times when everyone in an organization does things they wish they hadn’t. For all kinds of reasons, there are daily struggles to do the behavior we’re hired to do.

I’ve seen super smart leaders like you struggle with this reality, that when we put a bunch of people together, sometimes it gets a little chaotic…and what are the best ways to help people to do the things they want to do and that the organization needs them to do?

It turns out there is a science that specializes in this, too. The same behavioral science I mentioned above, which started in the 1930’s has the answers that most of us need to run our teams and organizations more smoothly. All of this information is available in libraries around the world.

The PROBLEM is that this information is not written in English. Well, it is technically English, but what I mean is that MOST PEOPLE can’t understand it enough to apply it. It’s simply too complex.

I was a university Professor for 15 years and I published research in this area, so I know that I was encouraged to write in a language that scientists speak (and there is value to doing this), but that 99% of the population simply does not understand. That’s just how it’s done.

So over the past 10 years I have made it my mission to simplify the science that is already known, and put it in terms that can be easily applied by leaders like you. 

That’s why I created the Behavioral Safety Leadership Academy. It’s to help leaders like you to apply behavioral science to your biggest organizational challenges...and I know there are big ones in the area of safety.

The Behavioral Safety Leadership Academy

You will learn the 5-Step behavior change process that I have taught thousands of leaders around the world.

…you won’t just learn the concepts though – you will learn how to apply them…and with the help of Dr. Nicole Gravina who will be your personal coach, you will learn what ‘works’ to change behavior according to the science, and you will avoid the common pitfalls that people often commit when trying to apply these techniques.

This course gives you a customized learning experience with coaching for less than it might cost to attend a big industry conference. 

Here is an overview of what you get when you enroll in Behavioral Safety Leadership Academy:

  • 12 weekly modules 
  • In each weekly module you are given 2-4 lessons (short reading, video to watch, and an application activity) 
  • Over 40 lessons in all
  • Feedback and guidance by email from Nicole as you complete assignments
  • Live coaching office hours every other week where you can ask your biggest questions

This course is conducted as a cohort of leaders from different companies. 

Course Deliverable: Complete a project in the area of your choosing showing measurable improvement.

What do the modules cover?

Each module walks you through key insights from behavioral science and a Safety Leadership process that I have used to coach over 10,000 improvement projects by leaders like you. 

In this course you will learn:

  • How to get improvements using key behavioral science concepts
  • How to identify and improve key leadership actions
  • The link between actions and safety results, and how to use this knowledge to unlock improvements
  • How to use a team’s frustrations to promote improvements
  • How to use ‘choice’ to improve engagement
  • A proven process you can use to understand why people make the choices they do
  • Why setting expectations is often a key failure among leaders, and a proven and little-known formula for correcting this
  • How to create a psychologically safe and nurturing work environment and why psychological safety is a key factor in getting world class safety performance 

Common project targets include:

  • PPE usage
  • LOTO/policy following
  • Housekeeping
  • Driving behaviors
  • Leadership behaviors (R+, accountability)
  • Improving/reducing meetings
  • Improving feedback
  • Improving preventative maintenance
  • Plus, hundreds of others…  

Completing the work in this course will take you from the typical “spray and pray” strategies used so often in safety…to having a strategy for behavior change and safety improvement based on the best behavioral science knowledge available today.

Many of us are too busy to do the things required to get the change we want. This course will set the occasion for you to do the things required to create change. In fact, by the end of the course, if you follow the lessons and steps clearly laid out…you will deliver a measurable improvement related to safety in your workplace.

BSLA is not a bunch of theory, the techniques and concepts you learn in the course are immediately applicable.  

…you will learn the 5-Step Safety Leadership process from me (Dr. John Austin)…this is a process that applies to any behavior, in safety or operations, at work or at home.

…you will hear from other leaders just like you who have struggled with the same problems you have and solved them using our 5-Step Safety Leadership Process

…you will learn about behavioral science fundamentals and how they applied to safety from reading a book by Bob Cummins, the CEO of SODAK

…you will hear from leaders like you who are also taking the course in your cohort, and have the opportunity to connect with them (not required) to develop relationships in the industry

…there is no risk to you…I will guarantee that you get an improvement. If you do all of the work and are still not getting an improvement in your target, then I will get on the phone with you personally to help you.

All of this will help you to produce a measurable improvement project by the end of the 12-week course. 

HOW ARE WE DIFFERENT?

Most courses are “spray and pray” style training, where you watch a video and you’re never really sure if you’re doing the techniques properly or not. 

We don’t do this. Because of the way we teach it, this course is customized to your needs and it will help you deliver an improvement project focused in your organization in a way that is consistent with your culture.

Most courses have no accountability for completing the assignments.

We do. You will hear from Nicole when you complete assignments. If you do nothing, Nicole will gently check in to see if everything is going okay.

Most courses have no coaching.

…We do. You will have your own personal coach Dr. Gravina who has 15 years of industry experience, and a PhD in Behavioral Science to answer your questions, and to provide you guidance and feedback on weekly homework assignments.

Most courses have no guarantee.

We do. If you follow the steps, do the work in the course, and follow the guidance of your course coach, and you STILL don’t get an improvement, I will personally get on the phone with you and coach you on what to do next.

We have all of these, and the reason for that is I really want you to learn these techniques. They absolutely work! 


What others have said…

"Your courses make me reach inside my thought process much farther than I realized I had the ability to do. keep up the good work, it has helped me out beyond what I could only have only imagined not all that long ago. Thanks!" –Supervisor

"Topics were covered initially and then reviewed again later for better retention. I feel like I have some tools I can use after completion of the course that can be applied in a variety of situations. Nice job John! Best behavioral leadership course I've taken, and for the record, it's not the only one I've taken." - Superintendent

"My boss asked why I was doing so well in this class and I told him “it’s easy when you have a great instructor that makes you feel comfortable and you believe what he’s teaching you.”Maintenance manager

"This class has taught us to put yourself in the other person's shoes. Realistic, positive thinking ALWAYS wins out over chaos. Everything that we do as individuals impacts everyone else in the organization. "Challenging" doesn't have to mean "Frustrating.” Great class." – Engineering manager

"John’s course helped me remember why I like being a leader… I like working with and encouraging people to do their best everyday!" – Plant Manager 


The Cost of Injuries

When it comes to safety, most of us think of cost last. THE most important thing is to help people go home the same (and hopefully better than) they were when they came to work in the morning. There are not many things worse than having to call someone’s family and loved ones to tell them they are in the hospital from a work-related incident.  

Safety is a moral imperative, and each person should have the right to a safe place to work. However, in the world of business, money is a factor.  

…and injuries are very costly to organizations in terms of monetary cost but also in terms of opportunity cost. It’s hard to execute on a strategy when key players get hurt and can’t work.  

The NSC released the latest data this year on the cost of injuries:

  • The average cost of medically treated injury is $39,000 
  • Average cost per death is $1,150,000
  • These do not include the cost of property damage
  • Cost of recruiting and training new people, or finding temp help
  • Cost of disruption to your operations, schedule, quality of work, experience  

The Cost of Safety Leadership Training  

There is also cost associated with educating your staff and teams on best practices in safety, leadership, and management.  

There are many conferences on these topics, and if you search for them online, what you’ll find is:

  • Conferences on Safety Leadership are about $900
  • 2-day workshops are $1995-$2500 or more  

Additional costs:

  • Flight costs = $400 (or more depending on where you live and where you’re going!)
  • 3 nights hotel = $600 
  • 3 days meals = $100  

TOTAL: $2000 - $3600 total per person  

So attending a conference or a two-day workshop to learn safety leadership is one way to get this knowledge, but there are drawbacks to this approach:  

…you have to miss several full days of work

…the education is completely generic

…you get no follow-up afterward if you have questions.

…and adding coaching would start at $10k or (much) more  

Enrolling in The Behavioral Safety Leadership Academy gets you:

  • 12 weekly modules … 3 months of training
  • In each weekly module you are given 2-4 lessons (short reading, video to watch, and an application activity) 
  • Over 40 lessons in all
  • Feedback and guidance by email from your coach as you complete assignments
  • Live coaching office hours every other week where you can ask your biggest questions
  • 1 year of access to the course materials (coaching only for course dates of March 23, 2020 - June 12, 2020) 

Course Begins: March 23, 2020

*Course Deliverable: Complete a project in the area of your choosing showing measurable improvement.

COURSE PRICE: $2000 




Do you need approval to enroll on this course? If so, click here to download an interactive 1-page pdf overview of the course, which can be forwarded to the approving party.

Do you have more questions? If so, click here to schedule a call with Dr. John Austin and discuss how this will work in your organization. 




Frequently Asked Questions…

I remember the first time that I enrolled in an online course, and some of the things that went through my head…

If you’re like me, you might be thinking…

Is this for real? Are you a real person with real experience?

…I’ve been in this field 29 years (since around 1990) and if you google “Dr John Austin Behavior”, you’ll see lots of things I’ve done during this time. I was a Professor at Western Michigan University for 15 years. My company, Reaching Results was established 11 years ago (2008). Nicole and I have worked together since about 2003.

…Dr. Nicole Gravina has been in the field 15 years (since around 2004), earned her PhD in 2008, has taught at Drake University, Roosevelt University, Florida Institute of Technology, and now teaches at University of Florida. Google her too and you’ll find out what an amazing professional you will have coaching you day in and day out during this course.

…still not convinced? Go and see my bio here: reachingresults.com/about/  

What results does your program have? Do you have examples in Industry? Manufacturing? Construction?

…Great question. I have taught thousands of leaders in 12 countries the same techniques featured in this course. We’ve published the results in scientific journals:

…Here’s one example from Safety Science: Training leaders to apply behavioral concepts to improve safety


…One of our case studies found that for the sites who applied Behavioral Safety Leadership (BSL), they reduced injuries 2x as much as sites who employed traditional safety alone. 


One site tried for 60 years to get their injury rate below 1.0, and only after training leaders in Behavioral Safety Leadership, did they achieve it and maintain it for years afterward.

What if I can’t start in the first week? I’m on vacation!

…It’s okay. You can catch up. The weekly assignments are self-paced, which means that you complete them at any time during the week. There is no penalty for completing them the week before they are due or in the weeks after they are due. 

…Ideally everyone completes the weekly assignments during the week they are scheduled. However, things almost always come up at some point during the 12 weeks that prevent students from doing the work on schedule. In this case, you can just go back and complete the work you missed when you can. It will be there waiting for you.

…The course runs from March 23 until June 12, 2020. The course is arranged into weekly assignments for 12 weeks.

What if I don’t have time?

…Simply by virtue of you enrolling in this course, you will have a reason to schedule time into your calendar to work on an improvement strategy for your team and organization.

…This course combats “too busy syndrome” that exists in the corporate world today. Being too busy is seen as a badge of honor. In behavioral terms, it is not; it produces chaos. 

…‘Having enough time’ is often a matter of planning and priorities. One question to ask yourself is what priority do you want learning and improvement to occupy in your calendar. It depends a bit on your values. If you don’t value learning and improvement then perhaps this course is not right for you at this time.

…This is not just a course, it is designed as any significant project would be. There are weekly activities with a critical path, so you don’t miss any of the key steps…and these all build into a final product, which is a project of your choosing that you undertake during the course and by the end you deliver measurable improvements on that target. 

Is there a guarantee?

…Even after you understand the laws of behavior, there is some chaos in behavior and many situations which are beyond our control to change. THAT BEING SAID…I’ve coached over 10,000 of these projects using the system taught in this course, and over 90% of them succeed in getting some behavior change in the targets.  

…If you follow the steps, do the work in the course, and follow the guidance of your course coach, and you STILL don’t get an improvement, I will personally get on the phone with you and coach you on what to do next. 

LET’S REVIEW

Enrolling in the Behavioral Safety Leadership Academy today gets you:

  • 12 weekly modules … 3 months of training
  • In each weekly module you are given 2-4 lessons (short reading, video to watch, and an application activity) 
  • Over 40 lessons in all
  • Feedback and guidance by email from your qualified coach, Dr. Gravina, as you complete assignments
  • Live coaching office hours every other week where you can ask your biggest questions
  • 1 year of access to the course materials (coaching only for course dates of March 23, 2020 - June 12, 2020)

Course Deliverable: Complete a project with the target of your choosing, showing measurable improvement

Course Begins: March 23, 2020 

Taking Behavioral Safety Leadership Academy will help you to produce a measurable improvement project by the end of the 12-week course. Changing behavior is one of the key elements in injury reduction. You will learn the skills in this course to succeed on the people-side of the safety leadership business.  

Others who have taken this course have produced: 

  • 60-75% reductions in injuries
  • Millions of dollars in savings  

Operational and leadership improvements, including these: 

…But this will only happen if you take action now and register for the course.  

  • To register, click the “Register NOW” button below. 
  • When you click the button, you will be taken to a checkout page to enter your credit card information. 
  • Immediately after your purchase, you will receive an email confirmation of your purchase and a receipt from “Reaching Results”.
  • You will receive an email with login information for the course in the days following
  • You will have access to the course starting on Monday March 23, 2020.  

Click the Register NOW button below to start your journey toward reducing injuries using Behavioral Safety Leadership (BSL). 

COURSE PRICE: $2000




Do you need approval to enroll on this course? If so, click here to download an interactive 1-page pdf overview of the course, which can be forwarded to the approving party.

Do you have more questions? If so, click here to schedule a call with Dr. John Austin and discuss how this will work in your organization. 




Remember, it’s normal to feel frustrated by the people around you. Everyone feels it once in a while. Some of us more than others! 

…You can reduce your stress and frustration by learning a strategy to deal with the people in your organization.

…There is a science of behavior, it only takes some practice to learn it and start to apply it in your organization to solve address challenges.

…You can reduce the injuries in your organization by using the scientifically proven strategies taught in the Behavioral Safety Leadership Academy.

…Learning Safety Leadership at a conference or workshop is going to cost you at least $2000-$3600, and what you learn is generic, it’s just information, and you get no help in applying what you learn.

…Enrolling in the Behavioral Safety Leadership Academy gets you instruction from a world’s leading expert in a flexible and self-paced and application-focused manner, expert coaching as you are doing it, and lots more (7 bonus videos, Q&A sessions with me (Dr. John Austin), and course access for 1 year).

I’ve tried to make this a no brainer for you.  

Register now to claim your spot. Registration closes on March 26 at Midnight ET.

I hope to see you in the course.

Thanks, Dr. John Austin Creator of the Behavioral Safety Leadership Academy  

PS: Enrolling in the Behavioral Safety Leadership Academy gets you 3 months of weekly assignments, focused on helping you apply behavioral science thinking to make specific improvements in your organization. 

You’ll have a coach to help guide you along the way, you’ll get Q&A sessions from me, you’ll get 7 bonus instructional videos, and you’ll have access to the course content for 1 year. 

All of this is available for just $2000. Compare this to finding and buying all of this on the open market…which could cost $10k or more. 

PLUS my guarantee that I will personally get on the phone with you to coach you if you’re in danger of failing.  

Class starts on March 23. 

Register by March 26 by clicking below:




Do you need approval to enroll on this course? If so, click here to download an interactive 1-page pdf overview of the course, which can be forwarded to the approving party.

Do you have more questions? If so, click here to schedule a call with Dr. John Austin and discuss how this will work in your organization.