Sometimes it's accompanied by a smile: it's self-assertive without being confrontational.

WSJ: Yielding With a Purpose

With German unification and the arrival in power of a new generation of leaders born after 1945, the French realise that Germany is shedding many of its former complexes, becoming more self-assured, assertive and nationalistic.

ECONOMIST: Where is it going? | The

DiYists believe in the primacy of self: the autonomous, assertive, nose-ring-wearing, disco-jumping self.

ECONOMIST: Radical protest

Assertive and enthusiastic but perceived by others to be self-serving and inappropriate.

FORBES: How to Detect Your Blind Spots That Make Your Colleagues Disrespect You

Words that were thrown out when groups were asked to describe attributes of a male leader were: strong, arrogant, intelligent, ego-driven, bravado, powerful, dominant, assertive, single tasking, focused, competitive, stubborn, physical, self-righteous and direct.

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