This paper analyzes assertive communication in the business environment as well as in everyday life. Communication is an essential part of life; nevertheless, only through effective communication can one assert their attitudes, desires and thoughts without hurting the other party. Assertive communication is based on the so-called "I-statements" which allow a person to express their thoughts and emotions in a calm and composed manner. That form of communication can be practiced in private and can be brought into everyday situations progressively. That way a person's self-esteem is boosted and a more effective way of communicating with others is achieved. There are several ways to learn and practice assertive communication for a person to better express their own attitudes and to take a more firm stand in a conversation. Assertive communication in business is crucial for establishing a healthy work environment and improving business results. In order to express one's abilities, knowledge and skills more clearly, it is necessary to present them through a communication process in which neither side remains at a disadvantage.