Assertive men = leader and confident. Assertive women = bossy or bitchy. How can women communicate effectively?

You'll see this thread a lot as the 2016 election picks up. The female candidates will be painted as "cold," "unapproachable," "bitchy" or any number of other unfair attributes while the men march around debate stages declaring that their going to build a huge wall around the country or they're on a mission to convert everyone to one faith. 

How can all women find a balance between being a "bitch" and being too passive to be a good boss? This article in the Huffington Post has some great tips!