The company was founded by a NYS licensed service provider, Dr. Busto, who collaborated with Paula Busto to create a kid-friendly program called "On Second Thought: From Iffy to Witty Thoughts". The program is based on the work of pioneers in researching the relationship between unhelpful thoughts and how they affect feelings and behaviors, and uses colorful and comically illustrated idioms that are couched in interactive activities and real-life stories to help children become aware that their first thought may not be the best choice. Dr. Busto is a psychologist licensed in New York State and is certified as a school psychologist, with over 20 years of experience in the field. Paula Busto has 22 years of public teaching experience on both the elementary and secondary levels, and completed formal study in school counseling at C.W. Post College. The program aims to help children change their day by teaching them cognitive-behavioral skills.