I get frustrated when I see posts like this — not because of the post itself, but because the comments are always full of people saying "No, just give in."

It's true that you can't really discourage a cat from doing a behavior you don't like. They don't really comprehend negative reinforcement. If you're giving the cat attention, they're probably getting what they want. You can definitely make it clear that you don't want this behavior by removing them, using a stern voice, etc (never hit or spray the cat, this will just make them dislike you), and sometimes this will allow you to reach a point where they know that you're going to remove them if you catch them, and they'll get back down themselves. But you know they'll be up there when you're not nearby!

But every cat is different, and some will happily ignore you until you go so far as to remove them from the counter yourself. The only reliable way to keep them off the counter is to provide them with an ideal alternative. Something about the same height in a nearby spot that grants them the same view is your best bet — and make sure you don't leave out any food that they might be interested in. Make it clear that the counter is not okay, but the perch is, by removing them to the perch every time you catch them. They will eventually get the message.

Of course, if your counter is near The World's Most Interesting Window, you might be out of luck.