There's Edahn. (See? You tried to hide from me last night and I stiill found you! Heh.) Those are pretty good observations about assertiveness.
It's not an easy thing to do if you haven't learned or been encouraged at an early age.
And it is important to really understand what assertiveness is. Done well it's clean of insinuation, passive-aggressive undertones, name calling. There are lots of folks who think they're assertive who are simply being slyly aggressive.
I can do that quite well on occasion. And certainly there are situations when that may be the best method of dealing with something. But first a person has to get clear about the difference.
For me, Uber, self-respect came from defining my values system and disciplining myself to live by it.