>There's a reason negotiations books (not just NVC) emphasize talking about how you felt. It is because few ordinary people would deny your feelings. The cofounder is not going to jump in and say "No, you did not feel embarrassed". It is, however, very easy for them to say "You're overreacting. People know you're the boss. Nothing is being undermined."

It's true that people are less likely to openly disagree with your feelings but that doesn't mean they agree with you. So yes, a person is unlikely to say "No, you did not feel embarrassed" but that doesn't change that they're actually thinking "You're overreacting. People know you're the boss. Nothing is being undermined". It depends on what your goal is. In a negotiation you want them to sign the deal and you don't really care about their true feelings. With a co-founder relationship you want them to express their true feelings. The point isn't to manipulate them into doing what you want. The point is to get to the root of the issue and resolve it.

>So after a few weeks, instead of expressing frustration, he said he noticed many people weren't attending, and inquired as to why.

So he didn't do what the article said he should do:

"I am frustrated because, as a team, we have a need for efficiency."