How To Be Assertive and Speak Powerfully (Don't Be too Polite)

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In this video, the speaker explains how politeness can act as a form of ritual deference that signals lower status, similar to bowing in Japanese culture. He discusses how hedging, apologizing, and beating around the bush undermine perceived power, while directness conveys confidence and authority. Drawing on real examples from research with pharmacists and physicians, he shows how excessive politeness reinforces power imbalances and offers a practical communication technique to be more assertive in situations where power dynamics are not clearly defined, while also noting important caveats about when to use this approach.