REMEMBERING DALE BRETHOWER—INTERNATIONAL SOCIETY FOR PERFORMANCE IMPROVEMENT AND HUMAN PERFORMANCE TECHNOLOGY PIONEER

HIS CAREER AND CONTRIBUTIONS TO THE FIELD

Dale Brethower learned fundamental concepts of general systems theory while growing up on the family farm in Kansas.

Three years at the University of Kansas yielded a degree and the conviction that there is both “sense and nonsense” in academia. Earning a master's degree at Harvard enabled Dale to learn that there is a science of behavior and showed him how to apply it in natural settings.

While studying with B. F. Skinner at Harvard, Dale learned that many intelligent people believe utter nonsense about behaviorism, such as “the ridiculous idea that behavior principles cannot be applied to cognition and emotion.”

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Dale next earned a PhD from the University of Michigan while learning additional system principles as well as the names and nuances of the general systems concepts he had learned back on the farm.

Dale applied general systems and behavioral psychology principles successfully in a not-for-profit agency as Chief of the Reading Service. He also consulted with schools and private businesses and was active in ISPI for more than 50 years.

A professor emeritus of psychology at Western Michigan University, Dale continued to write and publish while operating three small businesses. He said that he continued to learn from Carl Semmelroth, Geary Rummler, Karolyn Smalley, and dozens of former students and ISPI colleagues.

Dale was also a visiting research professor at the Technological Institute of Sonora, Mexico.

He was the founder of the Organizational Behavior Management Network. Organizational behavior management (OBM) is a subdiscipline of applied behavior analysis (ABA), which is the application of the science of behavior.

Dale began applying general systems and behavioral psychology principles in the early 1960s when he was Chief of the Reading Improvement Service and worked with Geary Rummler at the Center for Programmed Learning for Business at the University of Michigan.

He authored or coauthored 8 books and more than 70 published papers.

Dale was a member of the advisory board of the Performance Systems Analysis area of the Cambridge Center for Behavioral Studies, a consulting editor for Performance Improvement Quarterly, and a guest editor for the Journal of Organizational Behavior Management.

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Dale's career was a quest for simple answers to worthwhile questions, including these four guiding questions:

1. What do Master Performers do that differentiates their performance from typical performance?

2. What do successful learners do that differentiates their performance from typical performance?

3. What do successful organizations do that differentiates their performance from typical performance?

4. What is required to engineer successful rather than unsuccessful performance?

FAMILY TRIBUTE

Dale was my stepdad, mentor, and eventually just Dad (no “step”). When I first met Dale, I was a self-involved 16-year-old and he was dating my mom, Karolyn Smalley. My first impression was that he was just plain weird, a quirky absent-minded professor type, who had an off-the-wall sense of humor that would surprise you and made my mom belly laugh.

After they got married, I tried to take advantage of his new role by asking him a leading question to get him to take my side in an argument with Mom. He smartly sidestepped that, and I smartly never tried again. (Guess his behavioral psychology background came in handy in a few areas of life.)

We lived side-by-side in the same house without really engaging (my choice), and ironically enough it was when I went to college a year or so later that I really got to know Dale. I went to Western Michigan versus Michigan State, largely because of the massive discount Dale's professorship provided. My mom bribed me to take his Learning to Learn (LTL) class by telling me she'd pay for my whole first year if I'd take it. “YES!”

We didn't tell anyone of our relationship. In the first weeks of class, I heard students talk about how bizarre Dale was, semi-laugh at the “easy” class, and not take him seriously. Over time I saw their attitudes change and how they warmed to him and grew to respect and appreciate him and what he was giving them—and I did the same. Because of Dale and that class, I became a tutor in the WMU LTL program, graduated summa cum laude, and earned a 4.0 GPA in my master's program later on. All of which helped me gain a ton of confidence and go from my high school teacher's assessment of “bright, but not motivated” (because I was scared, I'd fail) to a hard, smart worker and learner.

Mom and I both earned degrees in the WMU Industrial Organizational Psychology program, of which Dale was a major founder. I listened to Dale and Mom talk about their work and found it fascinating and decided that career path might be for me. When taking Dale's class, I saw the kindness I had experienced elsewhere show through in how he managed the class. He would ask a question, and when someone answered with a flagrantly wrong answer, he would skillfully respond by using that wrong answer to make his point without referencing “right” and “wrong.” He was masterful at making individuals feel appreciated and encouraging involvement.

In one of Dale's classes, we read Geary Rummler's book White Space. It was revolutionary for me. I recall discussing it with Dale after class and saying, “This makes everything make sense.” (Incredibly vague but nevertheless felt so true.) It is because of Dale that I met Geary and eventually had the incredible opportunity of working with him and his team. That led to many work-related mentoring discussions and fun group dinners with the Rummlers and my family, and so many good memories.

At some point, I started attending ISPI conferences with Dale and Mom. I recall being shocked by his introducing me at the first conference as his “daughter” (no “step”). I asked him about it, and he smiled warmly at me and said simply that that's how he thought of me. My heart grew two sizes that day. (Yes, Grinch reference … I have three kids in elementary school.)

When my mom was alive and I'd call, sometimes Dale would answer, and we'd have a short chat. But most of the time I'd hear about Dale's activities through my mom. After my mom passed, all the “kids” made a special effort to call Dale regularly. It was another bonding time for us. We talked about our beliefs about God and death, Dale's love of art, and how he could sit and look at the paintings he and my mom had chosen for hours, books we'd read, memories of Mom and our family, and how he was learning to meditate and connect to his spirituality more with my sister-in-law.

When my stepbrother, stepsister, brother, and I learned that Dale's cancer was back and had metastasized, we planned a visit to see him in Tucson. It was a special time for all of us to connect with Dale and each other, exchange hugs and stories, and take pictures. He expressed multiple times that he was so grateful for his life and was at peace with dying. He made sure to express many, many times how much he loved all of us and how proud he was of each of us. Dale was old-school and didn't show his feelings often, but when he spoke of his good fortune and love for us, the emotion was clear in his voice.

I was asked recently why I had such a strong connection with Dale, and there are so many aspects to it. He gave my mom the daily affection, fun, loyal support, and love that she deserved for 30+ years. He gave me a stepsister and stepbrother and their families to enjoy. He helped me grow to be my best self, and his influence steered much of my career. He was always there, never pushy but always willing to help. And he loved me.

Kimberly Morrill Priest

TRIBUTES FROM COLLEAGUES

I was familiar with Dale Brethower's work and ideas for some time before I met him.

When I worked at the Westinghouse Learning Corporation Learning lab with Lew Bright, Lloyd Homme, Jim Evans, and Don Tosti, I was sent to Washington, DC, to set up Project 44 for the Job Corps. At that time, I was introduced to Dale and Geary Rummler's Total Performance System (TPS) model and the three levels of improving performance. These models, plus Contingency Management, became the foundation for Project 44, later called Project 100. These projects were designed to showcase Core Members; Project 100 was the first co-educational Job Corps Center.

In the 1970s, when I worked for Lew Bright at the Western Institute for Science and Technology at Baylor University, we used the TPS framework and contingency management to design the Junior Achievement Center School in Waco, Texas.

Then I had an opportunity to meet Dale at NSPI (later ISPI) and became a fan.

Each year when I attended the ISPI conference, I made sure to go to Dale's sessions because I knew he would deliver the latest information and research on Performance Technology. In 1999 I had an opportunity to work with Dale on the development of ISPI's Principles and Practices Institute. The foundation for the program was Dale's TPS and the three levels of performance.

Among Dale's many publications, his article “Yes We Can!” is an HPT masterpiece. Dale presented the HPT research that shows us how HPT can make a difference and adds value to people, processes, and society.

When Dale was ISPI president, his conference theme was “Connections,” and during his opening session, he sang an HPT song he composed that was the highlight of the conference.

Dale presented research study after research study telling the HPT community how we have made a difference to people, processes, organizations, and society. Over the years, whenever I needed to cite research about HPT, I always counted on Dale to have the latest information.

Memories of Dale include his generous sharing of ideas and resources and seeing him at the OBM Conference. I enjoyed my trips to Tucson and had time to visit Dale and Geary, have dinner, drinks, and listen to the stories of the early days of ISPI and HPT.

Roger Kaufman often reminded us of a quote from Dale, “If you are not adding value to society, you are likely subtracting value from society.”

Thank you, Dale, for all the ideas, advice, and value you added over the years.

Go to the HPT Treasure Website the see some of Dale's articles, resources, and interviews: https://hpttreasures.wordpress.com/dale-brethower-resources/

Roger Addison

***

As a graduate student attempting to complete the program in a single year, time and brain capacity were in short supply for me. But Dale was my graduate adviser, and he expected the best from every student. Much of this intense short year of study is a blur to me now, but one memory remains and has stuck with me all these years.

Each week, we needed to turn in a short paper that summarized our insights and key learnings from the week. Often, I left this assignment to the last minute and honestly didn't spend much time in deep reflection, riffing it off in just a few minutes. Of course, my lame effort was evident to Dale, who'd counter with a single word of feedback, “Lean.” For several weeks, due to his scribbly handwriting, I couldn't even decipher his input, but was satisfied that I'd received credit for its completion and moved on to the next looming deadline.

Finally, one week, after looking more closely, the word lean became clear to me. I finally got it. I realized that I was basically “checking the box” on this assignment, and probably many others. That simple word lean was like a whack on the side of my head. And it was a turning point during this critical year of study. I began spending more time immersed in what I was learning, reflecting, and connecting the dots, truly building a strong foundation of knowledge rather than accumulating credits and earning a solid GPA.

Soon, lean gave way to intriguing insights or a thoughtful, probing question that he'd pose for further consideration. I'm not sure if Dale ever realized the incredible impact that this single word of feedback had during that graduate year or, more importantly, on my values and perspective. For me, lean just doesn't cut it. Dale, I am forever grateful.

Anne Apking

***

Dale Brethower will be remembered as one of the pioneers of applied behavior analysis. On a personal note, Dale shaped my thinking as a consulting professional and touched my heart. I will remember him fondly. My first memory of Dale was as a young graduate student at Western Michigan University. He taught a course using the TPS book he had written, which was published by Behaviordelia in 1972. He energized me by giving me a practical way to understand organizations. I used the TPS throughout my career to simplify the complex, uncovering the levers for organizational performance improvement. It was a gift.

Later in my life, whenever I found myself stuck, not knowing what to do, I would call Dale. He was always accessible. His caring demeanor made things better as he guided me to look at first principles, not opinions. No problem ever rattled him. I am grateful for his warmth and wisdom. Most important, Dale taught me to say “No.” He taught me that it was not my responsibility to solve every problem that I encountered. He would say, “Let it go.”

Ted Apking

***

Dale was one of the first faculty colleagues I met at Western Michigan University when I started a new job there in 1978, a crossed path for which I am deeply grateful yet today. We immediately recognized that we were of very like minds and outlook on life. Dale was a huge help to me in thinking about how to navigate the university political landscape, and to find a comfortable professional path forward. He was a gentle and wise soul whom I am grateful and fortunate to have known and worked with.

Robert O. Brinkerhoff

***

I have always used Dale as an anchor for my understanding of human performance improvement (HPI). I still do: His thinking has that thoroughly penetrated the roots of my own. Dale was one of the few scholar-practitioners with a rock-solid grounding in both the theory ABA and its practical application to HPI. He was also present at the creation of programmed instruction and was among the earliest to articulate the behavioral and general systems theory roots of instructional design. Any time I encountered an idea that didn't make sense to me, I could try it out on Dale; if it didn't make sense to him, then I knew the problem was with the idea, not just me.

At the same time, Dale avoided the danger of approaching ABA as an ideology; he was a pragmatist who understood the theory and its importance, even in the messy real world. He understood ABA's enormous utility, but he never stopped learning. He was always curious about other perspectives on behavior, and he derived great satisfaction in expanding and deepening his own understanding from others' views and experience. Both academically and among practitioners, he was among the most effective stewards of the field. He exemplified the best kind of intellectual leadership in every context to which he contributed.

At his root, Dale was a profoundly decent and principled human being. His joy was in using what he knew to give others the tools they need to think about and improve their performance.

He was absolutely committed to his students. He was always approachable and accessible to anyone.

Rob Foshay

***

Dale Brethower was a quiet visionary. His students and clients may take issue with the adjective quiet; however, I experienced him as unobtrusive, always to the side, but ever-present.

Dale had the vision for ISPI to create a certification for professionals in the discipline of performance improvement. He was wise to listen to our corporate members who struggled with identifying people who took a broader view when addressing the underperformance of people and departments. He was far-seeing because he knew the limitations of being solution vendors.

I was privileged to be asked to carry out his vision, and Dale was an active participant in the design of the Certified Performance Technologist (CPT). ISPI and its members have and will continue to benefit from Dale's wisdom and vision.

Judy Hale

***

Dale was important to me, and I will miss him. Dale graciously attended my first ISPI (then NSPI) conference presentation and was among the first to offer congratulations. At that one moment, I became an ISPI convert. A couple of years later, he encouraged me to write my first article—which we ultimately co-wrote. Steadied by his thoughtful guidance, the exercise of writing “Ridding Ourselves of Non-instruction” helped me to better understand the connection between knowledge systems, motivation systems, and environmental support. Although other aspects of life reduced our opportunities for frequent check-ins, I continued to lean on his wisdom throughout my careers in the military and in the private sector and as I pursued my doctorate at USC.

I'll be forever grateful to Dale for making room on his crowded shoulders to support me. I'll always remember—and I hope to emulate—his open and positive nature when working with others, particularly those new to the field.

Jim Hill

***

Dale was one of those special colleagues who brought sanity to apparent chaos to our profession. Most of my “Tucson 7” (https://www.youtube.com/watch?v=FDgiKJime2M) colleagues were so brash and loud in their personal beliefs that I could not sometimes get across what one another had to say. Dale (hopefully along with me) was the calming force for real dialogue that I—and I am sure the others—really appreciated and needed. This was also true when we met at numerous conferences over a 40-year period. I am the last of those seven, and I miss each one for his special knowledge and unique personality. Thanks, Dale, for being so generous with your wisdom and calm.

Danny Langdon

***

Dale Brethower is undoubtedly one of the greatest teachers I've ever had. The behavioral systems wisdom he shared with me during graduate school and into my early career was fundamental for not only my professional life, but also my understanding of the world. He helped me be a better consultant and leader by shaping my systems repertoire and asking the right questions.

I will spend the rest of my life returning the favor by carrying the torch forward in disseminating behavioral systems analysis. I will always be thankful to Dale for being a great mentor.

Lori Ludwig

***

When I was appointed to create the first training research, learning, and development group for Pacific Telephone, mid-1965, my colleague at AT&T, Dr. Richard Peterson, recommended the University of Michigan's Center for Programmed Learning for Business (CPLB) workshops. As a line manager, I was using George Odiorne's work, Management by Objectives: A System of Managerial Leadership. I then contracted with the CPLB team of Geary Rummler, Dale Brethower, Karen Brethower, and Joe Yaney to facilitate a workshop in San Francisco for my fledgling team. Since then, Dale and the others have continued to be valued resources to me in my varied roles of professional work and volunteer in N/ISPI.

Others will comment on the significant contributions that Dale made to our profession and Society, so I will not repeat those. My memories of Dale are as a warm, thoughtful, and generous person. One example: He knew of my interest in maintaining an accurate history of N/ISPI events and people, and he contacted me offering to scan hundreds of photos he had. I forwarded the relevant photos to ISPI HQ for the archives. I especially treasure the photos he took at my installation as NSPI president at the 1986 conference in San Francisco.

Yes, we will miss Dale and the other thought leaders who did the cutting edge R&D that has enabled many of us to improve performance of workers in the workplace, to change the work processes, and, for some of us, to make a difference in the world at the societal level. May we continue to be informed and inspired by those luminaries to be mentors to emerging leaders. And may Dale's memory be a blessing.

Margo Murray

***

When I think of and remember Dale Brethower, the image is of a wise pathfinder and thought leader who was also an effective collaborator in making great contributions to HPT and, most certainly, to N/ISPI from its inception. Although my knowledge of the early days of HPT and N/ISPI is not firsthand, I have been a member of N/ISPI since 1978, and I was fortunate to first meet Dale face-to-face, introduced by his great friend, Geary Rummler, soon after I joined The Rummler Group in 1981.

From my perspective, Dale not only taught and shared very effectively about HPT, he also continued to add to the technology and facilitate enhancements to its successful application in achieving valuable results for organizations, until the time that we sadly lost this great thinker, doer, educator, professional, and unique, one-of-a-kind, really nice, down-to-earth, irreplaceable person.

Dale was never, in my experience, someone seeking the spotlight. He did seem, instead, to be consistently seeking to share his knowledge and experience with clear, appropriate, and relatable examples, typically delivered with a sense of humor. I may be remembering this wrong, but it seems to me that for some time, at the bottom of his e-mails, Dale included the following fitting quote, for which I couldn't find the undeniable original author: “In God we trust, others must provide data.”

Carol M. Panza

***

I first met Dale when he was on the board of directors for Triad Performance Technologies, where I was a junior project manager at the time. I recall thinking, how terrific to have a professor on the board. Once I saw Dale in action at ISPI conferences and realized what an esteemed author and speaker he was, my awe just increased. As I had the chance to get to know Dale and his wife, Karolyn, I also realized what genuinely kind and giving individuals they both were. I started my own business in 2004, and they could not have been more supportive or done more cheerleading. And of course, they shared many insightful nuggets and sound advice that has served me well. They will be missed.

Lisa Toenniges

***

Thank you for sharing this sad news. I remember Dale. He warmly encouraged me to return to university to undertake my doctoral degree. Lisa Giacumo and I based parts of our Learning and Performance Support (LeaPS) Instructional Design model on Dale's and Karolyn Smalley's text on performance-based training. Rest in peace.

Steve Villachica

***

Dale was a kind, generous, and brilliant contributor to N/ISPI and the fields of performance-based instruction and HPT, and I valued his friendship and guidance. I was lucky enough to serve on the ISPI Board when he was president in 1999–2000 and really enjoyed interacting with him at the Board meetings and dinners. We worked together with his wife, the late Karolyn Smalley, in the early 2000s on an ISPI workshop. He was a valued mentor to many in the Society and brought many of his students from Western Michigan into the fold.

He left us with many of his writings, including my favorite, “Yes We Can!”

Guy W. Wallace

***

Dale was a core figure in the field of performance improvement ever since he had a vested interest in it. To list his contributions to the field would be endless. The most important one perhaps was the development of a systemic approach to performance improvement together with the late Geary Rummler in the 1960s.

The two of them were close friends and shared some characteristics. Always accessible, open to sharing knowledge, and eager to learn. I think both of them considered themselves learners, although they were professional teachers. Dale even more so than Geary.

I have fond memories of having dinner in Tucson and lively, controversial discussions. That was the fun of it: challenging each other in a friendly way—open to change one's mind. I was always looking forward to spotting this long, slim, tall guy with long gray hair in the crowd when I attended conferences. Always good for a strong dry martini and a fascinating conversation.

I do not know if he believed in heaven and meeting people again. But it is a consolidating idea to think the two friends meet in heaven again, sit together, make friendly jokes about the struggles of our community, and have a good time together.

Down here, we certainly will miss him.

Klaus D. Wittkuhn

***

I first heard of Dale during my graduate studies at Boise State University. Reading his articles and publications was an eye-opening experience for me. I never imagined at the time that he would one day attend a presentation that Dr. Nancy Burns and I assembled, which was featured at the Performance Improvement Conference in Philadelphia. It was an honor to have him attend. He listened intently, and afterwards he and I discussed the social implications of “big data” and the challenges of privacy issues as well as the impact of social media.

Dr. Dale was once again an inspiration! I thought back to reading his articles in graduate school and how he pushed me forward to my incorporation of performance improvement into my “day job”: as an IT director, project manager, and later as a global leader for IBM's Asset Management practice. I take solace in the knowledge that Dale's legacy can be summed up in his words, “If you are not adding value, you are subtracting value.” He has added so much value to our profession and personally to my life that I can safely say that his work will live on, and in a sense he will always be with us.

Al Crain

***

We appreciated having Dale Brethower as a VIP Guest at our ISPI Michigan Chapter meetings. We thanked our Vice President of Programs, Eileen Banchoff, for inviting Dale to attend and share his wisdom with us.

When Al Crain and I presented “Swimming in a Data Lake” during an ISPI annual conference, we were very excited to see Dale in the audience! After our presentation, we thanked Dale for attending. He said, “I saw the topic and thought … I just need to be there!”

We thank Dale for his service to ISPI and inspiring us all!

Nancy Crain Burns

***

REFERENCE AND RESOURCES

See Dale Brethower and Karolyn Smalley's book Performance-Based Instruction: Linking Training to Business Results. https://www.wiley.com/en-ae/Performance+Based+Instruction:+Linking+Training+to+Business+Results,+includes+a+Microsoft+Word+diskette-p-9780787911195

See the 2014 HPT Video of Dale on YouTube here: https://youtu.be/RFVfcRdrgmg

See the 2019 HPT Video of Dale on YouTube here: https://youtu.be/MQy2QrqB3iA

See some of Dale's resources at Western Michigan: https://www.researchgate.net/profile/Dale-Brethower and https://wmich.academia.edu/DaleBrethower

See some of Dale's resources at HPT Treasures: https://hpttreasures.wordpress.com/dale-brethower-resources/