This is one important concept I've learned from Sebastian. It used to be a central message on his "About" page.
I would like to unpack it a bit, though. I hope SM himself will chime in here.
What does it mean to demand to be treated well? What are the ramifications? What does it mandate that YOU do in return?
One obvious example would be Sebastian's going mano-a-mano with Cathay Pacific and coming out at least somewhat victorious.
One example from my own life: there is a chain of grocery stores in Sweden called ICA. I had been going to my local ICA regularly for, oh, 20 years or so. During the last few years or so I started noticing that the staff were being consistently rude/hostile to me. They would be gruff at the check-out and they would do little passive-aggressive things like just plonking the change down instead of handing it to me. They would treat the next customer in line differently: smile and hand the change in hand. Maybe I did something to deserve this. Beats me what it could be, though. I didn't really consider this of great import - after all, I try to be above petty shit like that - until I realized that I could leverage this for personal growth. So I made a decision that I will not shop there anymore. I rather spend an extra hour to go the supermarket, or I pay ridiculous prices at the gas station. Doesn't matter, it's the principle that counts. By so doing I am (hopefully) starting a pattern of ruthlessly culling things from my life that don't serve me, even if it's uncomfortable for me to do so. And I think THAT is a useful habit to develop.
Here is a related concept: speaking your truth, always, is functional self-esteem. You may not FEEL it at the time, but you are DOING it.
A few years back, I was getting complacent. I was a successful entrepreneur, in the top 1% for my age. Whenever I compared myself to people similar to me, it wasn't even close. I worked more, accomplished more, produced more, did more meaningful things, was traveling the world. I read more books, did more writing, was generally healthier and more disciplined, spent my time well. I was the top 1% for my age, and even better than that if you measured me against people from similar backgrounds.
I think it's easy for people who are doing great to get complacent. You look at the general sloth and laziness and complacency of most people, you see that you're achieving greatly, and you feel like you're so far above that. You give yourself a pat on the back. "Ah, yes, I'm doing great!"
I had a shift. I don't remember the exact day, but one day I thought to myself -
"I'm not going to compare myself against people my age any more. I'm going to start comparing myself to the greatest men of all time."
I’ve got burritos in the oven so we’re not going to waste any time chitchatting. An interesting observation I’ve had over the last year or so is that the value of your time varies. I think that’s a poor explanation so let me try to rephrase that.
Over the course of a day, week, month, year, and even your life as whole the “best” use of your time varies. I’m still struggling to articulate my thoughts, so let’s look at an example of what I’m trying to say.
When school is in session I rarely socialize on week nights. It’s not because I don’t understand the value of socializing, it’s because I already have juggling practice, homework, and possibly a blog post to write.
I still socialize on occasion during the week, but it’s the exception rather than the norm because socializing would require me to take a day off of juggling. Of course, you could argue that I could just juggle twice as much on the weekend and everything would be ok right? Wrong, and the reason is that while some skills can be practiced in marathon sessions others can’t.