A very important personal quality is to be able to advocate for yourself -your own positions, to achieve your objectives, to overcome difficulties, to be determined, but without harming the rights of others and to be able to control the aggressive impulses. The concept, which expresses these personal characteristics, is called "assertiveness". Assertiveness is a part of the personal potential. It is a prerequisite for self-actualization. The goal we set in this historical-psychological paper is to explore the genesis, development and stabilization of the term "assertiveness". In this context, we will examine, compare and analyze the positions of the leading authors on this issue.