Like, ohmigosh, you really gotta work hard to meet people where they are and get them on your side.

Anyone who’s the target of punishment will see what is happening. They don’t want to feel anxious all the time, and they especially don’t want to feel anxious about doing what to them are normal, everyday things. If you try to change their behavior in this way, they will find you annoying and do their best to avoid you, so you can’t create so much conflict inside them. Imagine how much less effective this strategy is, compared to finding a method of convincing that people don’t avoid, or that they might even actively seek out.