I have to be honest, and you may not believe me, but this is one of the hardest skills I am in the works of learning. Perhaps it's my 8-person family, puritan upbringing, and as a middle child I just went along with what the group wanted, but assertiveness has never been a strength of mine. I believe in a give, give, give, ask method of forward movement (in marketing, sales, strategy, people, etc.), however sometimes I recognize the ask has to come a little bit sooner. Assertiveness is not being tough or arrogant. It’s actually a very humble and thoughtful dance. It is recognizing that we have value and we sometimes need to put up boundaries for others to recognize our value.