It probably only seems counterintuitive because we usually tend to avoid the negative things in our lives instead of staying with them as Joko is advising here. Pema Chodron wrote somewhere about a girl being haunted by dragons, but when she turned and faced them they just disappeared. Our 'demons' are really only thought constructs, aren't they? - habitual patterns of reacting in certain ways that usually causes us unnecessary suffering and should similarly vanish (though it might not be instantaneous) when we focus the light of attention on them.
Yeah the second step, "feel it, appreciate it" it seems rather counter intuitive why should we embrace a negative trait such as fear, lust, jealousy, ect, ect?