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 days ago, I wrote an open letter to a good friend of mine - "I Think Greatness is Something You Are, Not Something You Do" - I said to him, I'm not a great man, just a normal man working on great things. Greatness is something you do, not something you are.
To give you some background, my friend Brendon is just one of the most amazingly good people in the world. He takes care of everyone around him, his mind, body, and spirit are sharp. He's a black belt, an excellent programmer, a philosopher, a Shodan in Go (actually, even stronger than that - he's a Shodan under the Asian rankings, so probably even higher in America), a hard worker, extremely loyal, a clear and free thinker, widely read and knowledgeable, and again - an amazingly good guy. I've learned a lot from him (notably, he taught me how to play Go, sysadmin Linux, understand basketball at a very high level, improve at martial arts, improve my fitness, and other good stuff - we'd usually go drink green tea and play Go at Samurai Restaurant in Boston, go fight in the park, talk philosophy out at nightclubs, do stuff like that).
He wrote back to me about greatness and humility. I think this is a really beautiful piece, so I asked him if I could gently edit it and put it up. He graciously agreed. It's long, but go ahead and just start it and give it whatever time you have - there's a lot of amazing insight in here.
A Quick Favor Request - if you learn from this or it helps you, please send Brendon a quick email to firstname.lastname@example.org - he was actually a little gun-shy about having such a personal piece put up with such raw power in it. He only agreed when I told him how many people it could help - so please, drop him a short line to say thanks if this teaches you as much as it did me.
Without further ado...
As I've been immersing myself in poker, I've been overwhelmed by the parallels with pickup, in theory, practice, and in my experience as a student.
I'm not sure if this is pure coincidence, my mind trying to find a pattern where there's not one, or a genuine underlying pattern that probably extends to other areas of learning.
Pickup is the only other thing I can think of that I learned rapidly and by immersion. I made it my world for a year or two. As a result, I remember the learning process, whereas something like web development I can't really remember because I've been learning gradually.