Applied behavior analysts have been helping people to enhance the quality of their lives for decades. Its characteristics as described by Baer, Wolf, and Risley continue to guide efforts to help clients and their significant others. Yet, this knowledge often languishes unused and unappreciated. Distortions and misrepresentations of applied behavior analysis and radical behaviorism abound. Applied behavior analysis (ABA) is contextual and concerned with social validity--with the views of clients and significant others regarding outcomes. These characteristics make it radical in shedding light on dysfunctional contingencies some may wish to remain hidden. Given that ABA and quality of life are birds of a feather, we must become more successful in highlighting this close relationship as a route to increased dissemination of effective methods. Obstacles are suggested as well as a path for accomplishing this, including making avoidable suffering due to failure to use effective methods more visible. (Contains 1 table and 1 note.)