
Minibook · Becoming Leader, Vol. V
Pre-order · €9 · Ships 16.06.2026
The Niceness Tax
Why Leaders Who Avoid Conflict Lose the People They're Trying to Protect
EUR9
Pre-order · ships 16.06.2026
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On niceness as conflict avoidance — and what it costs the team.
About this book
- The thesis
- Being nice is the form your conflict avoidance takes. The team feels the avoidance whether or not they can name it. They will not follow a leader who refuses to say what they see.
- The belief running you
- “If I express my real opinion, I'll damage the relationship. Being liked and being respected require the same thing.”
- The reframe
- Niceness keeps the room comfortable and the truth unspoken. Kindness can hold both — the warm tone and the difficult sentence. The Achiever learns the second one.
You know exactly which conversation I'm talking about. The one where you had the words, you knew what needed to be said, and you swallowed them. Afterward you told yourself the timing wasn't right. Later never came.
The books say be more direct. Challenge more. Give radically candid feedback. You agree with all of it. But when the moment arrives — when you need to tell someone their work isn't good enough, or push back on your boss, or hold a boundary — your body says no before your mind has a chance.
This book sits with the body's no: where it learned to keep the peace, what it's protecting, and what it costs the team you're trying to lead. Until you understand it, every script for hard conversations dies on the way to your mouth.
A book for leaders who know exactly what to say — and can't bring themselves to say it.
About the Author

Francisco Baptista
Books from the coaching room. About the strategies that built senior leaders.
Currently: The Good Girl Costume— second of nineteen books on the strategies that built senior leaders, and now run them...
More by Francisco BaptistaContinue reading
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