This paper reviews and discusses the application of applied behavior analysis principles to the juvenile justice system providing a modified view of the system as it endeavors to achieve behavioral change for the youth it serves. It shows how such efforts can be formulated from a management role to a coaching role. The authors also present their arguments for behavioral coaching having much to offer in the treatment of adolescent offenders. The basic elements of such an approach are presented and explained along with implications for public policy in the area of juvenile justice and related efforts for juvenile offenders.