"Negative consequences, timeouts, and punishment just make bad behavior worse. But a new approach really works. "
I'm tempted to simply say "duh," because my wife - a retired special education teacher - uses techniques like this. (now, they work quite well on me. )
Strategies for dealing with behavior work - the kid knows it's not working, they want something that does. She'd turn bullies into noble protectors of the downtrodden by starting out with "now, I know you are an honorable person..."