Oh guys, just found a golden article! I loved it!
The examples they use in this articles really help understand a little more about reinforcing bad behaviors (what not to do) and being able to capture good ones. But also what I really like towards the end is that it focused on something called the Premack Principle....in short its as I've always liked sayings. 'While something might be a reward in one circumstance, it might not be in another'.
So have a go at it, and please post your thoughts.
http://www.dogstardaily.com/blogs/shoddy-clicker-training-and-importance-premack