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I don't think assertiveness (or the lack thereof) is cause, but effect. Situations where people are not assertive but should be are usually the effect of some other issue, whether it's that the person just doesn't think their input is necessary or that they are fearful of the consequences. The reasons may or may not be irrational, but they are the real issues.
On another note, perfectly confident people can miss opportunities to be "assertive" because it's a subjective concept. If a restaurant got my order wrong and I didn't say anything about it, my friends might call me unassertive while I was just thinking that it would take too long to change the order and that the food I had in front of me was equally appetizing. Would my assertiveness really need to be called into question? Nope.
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"I've missed more than 9000 shots in my career. I've lost almost 300 games. Twenty-six times I've been trusted to take the game winning shot and missed. I've failed over and over and over again in my life. And that is why I succeed."
(Michael Jordan)
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