I made a shirt! And you can order one "on demand" from Bonfire.com.

The idea came to me at a chicken training workshop with Bob Bailey when he said that all training problems boiled down to one of three things: timing, criteria, or rate of reinforcement. I jotted down "TCR," which then inspired me to doodle Elvis's "Takin' Care of Business in a Flash" logo with an R in place of the B. You can tell people TCR stands for "Takin' Care of Reinforcement in a Flash," or "timing, criteria, and rate of reinforcement."