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NEGOTIATE LIKE A PRO by Lisa Bertagnoli

Even in these enlightened days when women are CEOS and cabinet members, many still feel uncomfortable with blatant displays of power. Women are often afraid to ask for what they want because they tend to confuse assertion with aggression. Aggression implies violation. When you act aggressively, the other person will feel angry or taken advantage of. Assertion, on the other hand, means going after what you want without demeaning or intimidating the other person.