Being assertive is not the same as being aggressive. Being assertive means saying what you want and believe, but without attacking or putting others down. It is based on equality between people – despite differences in ability or status – and in the belief that all people (including yourself) should be treated fairly and with respect.
The great thing about genuine assertive behaviour is that it tends to promote the same kind of behaviour in others. It means that your relationship is based on mutual frankness, honesty and fairness.
This sounds like common sense but in reality is quite difficult. We are conditioned by ...