See the hidden and heavy costs of aggression and bullying behaviour; that this style never can get the best results in personal and working relationships.

Know an ethical, just and fair way to achieve accountability and correction in the behaviour and attitude of colleagues.

Get really good at assertively requiring accountability for poor performance, without wrecking a colleague’s attitude and motivation.

Use a three-part assertiveness statement to hold colleagues accountable and responsible to meet their obligations.

Use positive assertion statements to openly acknowledge mistakes and strive to repair a situation.

Get really good at assertively requiring accountability and frankness.

Use fair, positive assertiveness skills during disagreement in coaching encounters.

Avoid both aggressiveness and submissiveness in coaching relationships.

Recognise aggressive intimidation, fear and bullying as unacceptably destructive.

Commit to assertiveness for getting accountability and responsibility.

Use ethical assertiveness to help create a safe environment where both truth and people are highly valued.

Enshrine assertiveness as integral to the success orientation of the organisation.