We all look for leadership attributes, and we always scan for leadership whether it is in a waiter who serves you a drink, your senior in a business or whether it is at the gym. That is just how human nature works and that is how we are put together.
Therefore, it is important for everyone to be assertive as people like assertive people with direction. Consumers are more likely to purchase your service or goods if they see that you are confident. Assertiveness follows out of confidence.
When people include this in their own products and services, it’s more likely that the consumer who will purchase the products and services are also more assured and it will be easier for them to make the purchase as it is easier to trust the product.