Norman Osborn is the founder and CEO of Oscorp until the company throws him out, because his serum to develop super-human abilities is not ready in time for the military inspection. This enrages Norman, who insists his scientist try out the serum on him (Norman) to prove it works. Rather than wait for testing and a confirmation of its safety (he ignores the fact that the rodents they tested on it became violent, aggressive, and insane), Norman climbs into the machine… and emerges a purer version of himself, a second self named Green Goblin who has a sadistic desire to rule the city through chaos and whose soul desire seems to be destroying Spider-Man. He shows extreme opportunism—murdering the board members of his company, setting an apartment building on fire to lure Spider-Man there, and inviting him to join him in his quest to… wreak havoc. Norman steals a glider from his company, as well as various weapons technologies, and unleashes terrorist hell upon New Yock. His attacks against Spider-Man often target his emotions, and he uses appeals about how they could do things “together,” become a powerful “duo,” and “imagine what we could do…” He wants Spider-Man to agree with him, and be in an emotional consensus with him (low Fe) and when Spider-Man refuses, Goblin targets his loved ones, torturing him with an emotional decision—save Mary Jane or a sky-cab full of innocent civilians. He does not at first know Spider-Man’s identity, until he realizes Peter has a cut on his arm in the same place he hurt his adversary. Even in his final moments, as Goblin sets up Spider-Man to die, he attempts to emotionally manipulate him into forgiveness that would let down his guard.

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Norman is a tough-talking CEO who starts out eager to help Peter, and disappointed in his son for not being a genius (unlike his best friend). He feels like has put a great deal of time, ambition, and money into the company and they are a bunch of traitors for turning their backs on him. From that moment on, Norman seeks ‘power’ to prove them wrong—and gives in more and more to his darker side, his ruthlessness, and his anger. He does things out of his desire to dominate and terrorize people, and wants to control Spider-Man in the process. He doesn’t like to admit to his mistakes, and he can be reckless in his decisions—such as his short-sighted choice to try a serum that cannot possibly work on a human being without causing mental instabilities.