The WTBTS's claims that no one is forced to do anything is completely dishonest and just plain wrong.
First, True Believers really believe that being disobedient to the "direction" from the "Faithful and Discreet Slave" is tantamount to disobeying Jehovah. So there are the dual forces of:
- Wanting to please God and get his blessings, which include "Everlasting Life" (The Carrot), and
- The desire to avoid displeasing God and being put to death at Armageddon, (The Stick).
Second, if those perceived future "Blessings/Curses" aren't enough to keep the average JW in line, then there is the more immediate and highly coercive force which is the very real threat of being disfellowshipped and shunned by all your friends and family, (Another Stick).
Again, anybody that claims that obedience to WTBTS doctrines, teachings and policies is completely voluntary is either dishonest or deluded, maybe both.