As with most of these principles, I have an image associated with this one. It involves time-out or being sent to the corner or the bedroom. I have found that if I say, "Go to your room," I am much less likely to have either compliance or respect from the child. But if I say, "Come to your room" and walk them to the bedroom for some time to start over, things go much, much better.
Recently, Young A needed to put the clothes in his hamper in his drawers. This was so overwhelming to him, he refused. If I had demanded and pushed, we would have had tears and anger. Instead, I remembered this principle and said, "Come, let's go do it together." I went with him. He was able to help do the job. At the end of it, I had a happy, calm boy.
I've learned that the more often I say "come", the easier it is for my kids to handle the times I have to say "go". They trust me more and can help me better.