The current paper argues that a Relational Frame Theory account of complex human behavior including an analysis of relational frames, relational networks, rules and the concept of self can provide a potentially powerful new perspective on phenomena in the applied science of industrial/organizational (I/O) psychology. In this article, we first provide a brief description of I/O psychology itself. We then expand on the core features of RFT described earlier in this collection, including how it addresses rule-governance. Finally we illustrate, using relevant examples, the ways in which these concepts can be used to understand behavior in the I/O arena.