Highly effective technologies flowing from the discipline of behavior analysis have not been widely adopted, thus threatening the survival of the discipline itself. An analysis of the contingencies underlying successful technology transfer suggests the need for direct, empirical involvement in the marketplace in order to insure that the maximum demonstrable benefits reach the ultimate users. A successful example of this strategy of technology transfer is provided. Three areas of intense national concern-urban violence, illiteracy, and declining industrial productivity-provide immediate opportunities for the technologies of behavior analysis to secure the place of the discipline in the intellectual mosaic of the 21st century.