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

WSJ: Yielding With a Purpose

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

ECONOMIST: Radical protest

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

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

An assertive woman knows that it takes a strong sense of self to succeed she has to make boundaries and even be disagreeable to be the best boss.

FORBES: The Bitching Point

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.

FORBES: Gossipy Women, Egocentric Men and The Power of Perception in Business: Time to Stop the Madness!