The assertive person does not focus on winning as such, but rather on negotiating changes to benefit himself or herself and the other parties involved. They are very clear on what they want to accomplish. The communication needs to be planned out in order to sell the idea and not seem as if the assertive person is nagging or dictating.
Assertive speaking is an important communication method that is usually paired with active listening. When someone speaks assertively they are expressing themselves in a confident, direct way both verbally and nonverbally. They are speaking up to make a point but allowing for other's ideas to be shared as well.
Being assertive does not necessarily mean being aggressive. These two behaviors are quite different in their manners. Someone who is assertive allows the problem to be discussed whereas someone who is aggressive usually participates in a one-sided conversation with little listening to the other side. Someone who is aggressive usually "shoots first" before addressing the problem. An assertive person looks at a problem with solutions in mind. An aggressive
References: Alberti, Ph.D, R., & Emmons, Ph.D, M. (1986). Your Perfect Right. 5th ed. San Luis Obispo, CA: Impact Publishers. Axelrod, A. (2000). Elizabeth I CEO. Paramus, NJ: Prentice Hall Press. Bower, S. (1991). Asserting Yourself. Updated ed. Reading, MA: Addison-Wesley Publishing Company. Brounstein, M. (2000). Coaching & Mentoring for Dummies. Foster City, CA: IDG Books Worldwide. Fensterheim, Ph.D, H., & Baer, J. (1975). Don 't Say Yes When You Want to Say No. New York: Dell Publishing. Smith, Ph.D, M. (1975). When I Say No, I Feel Guilty. New York: Dial Press.