Shifter knob

I have a '99 Wrangler Sport and I got a new shifter knob from Quadratec. How does (or does it even) the shifter knob come off? I've tried unscrewing it and pulling it and it doesn't budge. Am I a wimp or am I doing something wrong? Thanks.

In my 97, The shifter knob screws off counterclockwise. Also, the "face" where it shows the shifting order, pops off and there is a nut on the end if the shifter arm.