You’ve probably seen it play out countless times: Two high-performing employees with equal skill and experience, but only one gets tapped for the next big leadership role.
What sets them apart? It’s not about intelligence or experience; both have it. So, what’s the difference? One shows up with conviction, sets direction and speaks with authority. The other collaborates well and is widely liked, but tends to stay in the background, speaks softly and hesitates to take a stand.
In today’s competitive leadership landscape, being capable isn’t enough. To advance, leaders must be seen as decisive, confident and ready to lead.
Why senior leaders favor the directive style
Executives promote people who make their jobs easier. Leaders who are clear, confident and willing to take charge signal they’re ready for greater responsibility. They’re trusted with high-stakes work because they set a vision, drive execution and communicate with confidence.
Senior leaders feel more comfortable investing in someone who consistently projects this kind of executive presence. Someone who can be relied on to lead from the front, not wait for direction.
What assertive leaders do differently
- They’re decisive and direct.
Strong leaders make expectations clear. They communicate what needs to be done, by when and why it matters. They don’t hesitate to challenge others, give feedback, or course-correct when needed. That decisiveness builds confidence throughout the organization.
- They speak with conviction.
Whether in meetings or one-on-ones, assertive leaders voice their ideas even when it’s uncomfortable. They question assumptions, hold others accountable and show urgency when needed. Their tone and energy make people listen and act.
- They lead with empathy and authority.
Being collaborative is a strength. But being overly accommodating can work against you. When leaders avoid tough calls, their ideas get overlooked and their teams lose focus. Assertive leaders earn respect by showing they can be both supportive and decisive.
The risks of being perceived as passive
Leaders who constantly defer, over-collaborate or avoid conflict risk being seen as less ready to lead. Even if they’re smart and capable, they can be perceived as:
- Reluctant to make tough calls
- Conflict-averse
- Too quiet to influence change
- A supporter, not a driver of results
- Lacking executive presence
These behaviors often reflect emotional intelligence and empathy, valuable traits in any leader. But without visible moments of strength, they can limit how others see your readiness to lead.
8 ways to be more assertive and project greater authority
Want to strengthen your presence and make a greater leadership impact? Try these eight habits:
- Be direct. Say what you think clearly and confidently. Don’t over-cushion your message.
- Speak with conviction. Own your perspective, even when it’s unpopular, and communicate it with confidence.
- Assert yourself respectfully. Push back when needed. Let your leadership presence be felt.
- Dial up your energy. Bring focus and enthusiasm to meetings and presentations. Let your energy command attention.
- Set expectations early. Clarify performance standards early and hold others accountable for them. Don’t let underperformance slide.
- Have the hard conversations. Don’t avoid conflict. Address performance issues head-on. Lean into difficult discussions.
- Balance empathy with authority. Be kind but firm in driving results.
- Lead by example. Model the strong, clear and confident behaviors you want others to emulate.
The most effective leaders know when to lead with empathy and when to lead with assertiveness — developing the ability to be firm, decisive and clear, even when it’s uncomfortable. This makes leaders more impactful. And when organizations cultivate this kind of strength across their teams, they build a foundation for lasting success.
Assertiveness isn’t aggression; it’s leadership in motion. When leaders consistently show strength with respect, confidence with empathy and direction with purpose, they don’t just get noticed. They get promoted.
Opinions expressed by SmartBrief contributors are their own.
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