From BanBossy.org: When a little boy asserts himself, he's called a “leader.” Yet when a little girl does the same, she risks being branded “bossy.” Words like

From BanBossy.org: When a little boy asserts himself, he's called a “leader.” Yet when a little girl does the same, she risks being branded “bossy.” Words like bossy send a message: don't raise your hand or speak up. By middle school, girls are less interested in leading than boys—a trend that continues into adulthood. Together we can encourage girls to lead. So yes, as others have said here, the goal is not necessarily (or only) to get rid of the usage of the word. But as is very evident from other responses, that is not immediately obvious to everyone, in no small part because of the arguably poor catch phrase being used. I'm also not thrilled with some of the 'motivational' phrases being thrown around. "I'm not bossy; I'm the boss" (Beyonce) is not constructive. It's puerile and is more likely to encourage actual bossy behavior (the negative kind, as defined well elsewhere in this thread) than to help introduce equality in the way we encourage leadership attributes in all children. Not, of course, that equality seems to be emphasized here. Which is a typical problem and one that's unlikely to help this campaign make a real difference, as it's immediately exclusive to some degree rather than encouraging everyone to be confident.