If members do not succeed in selling and recruiting people into landmark, they fail at transforming their own lives, according to landmark.
That's really the crux of it and though I've never attended Landmark (I know several people who have) I suspect this kind of Pavlovian reinforcement is inherent throughout the programme. This is what exposes the true face of Landmark: it's a multi-level marketing scheme except that they don't pretend that the "distributors" are going to make any money.
I think the notion that people can experience transformation is one that needs further scrutiny. Though I'm sure the soap that Amway sell is effective on grease and grime, that's not the core of their business, it's built on continual downline growth and most distributors probably make a loss (some ending up in credit card debt) before they quit.
That's what's so insidious about LGATs. With an MLM at least you can measure progress (or lack of it) over time in dollars. With LGAT the measurement is your self-image which they are constantly manipulating through gaslighting (and positive or negative reinforcement as reward/punishment for how well you meet recruitment targets). If you're not succeeding the solution is to give Landmark more of your money.
What really needs highlighted is that people running LGATs are not qualified, they have no credentials to be playing with psychotherapy-type techniques. They're no more than pyramid salesmen. If any of it was legit you would be able to do courses like these in colleges or in the psychology departments of leading universities. And some colleges do provide courses in personal development - but they are accredited and probably a lot cheaper than most LGATs