In this Yale lecture from Everyday Parenting: The ABCs of Child Rearing, Dr. Alan Kazdin addresses what parents should do when rewards and praise do not appear to be changing a child's behavior. Kazdin walks through the most common reasons a reinforcement plan fails to produce results, such as inconsistent application, unclear expectations, or rewards that are not actually motivating to the child, and offers concrete diagnostic questions parents can ask themselves. The lecture reframes troubleshooting as a normal part of behavior change rather than a sign of failure, encouraging parents to adjust their approach systematically. It sets up a second troubleshooting lecture later in the course, extending the practical, evidence-based techniques taught throughout the series.