ABSTRACT
Chapter 10 introduces the idea of assertive societies (sometimes termed “masculine”), in which people are motivated to achieve material success, may exhibit greater aggressiveness or a tendency to show off, whereas less assertive societies (in earlier research termed “feminine”) exhibit modesty, respect for relationships and favor a work-life balance. We’ll see the close connection between assertiveness and charisma – as well as charisma and narcissism – and see that while most leaders are charismatic, the characteristic we should most value is humility.
