Women are often told to be clear, confident, and decisive, then questioned the moment they are. Cyre Mercedes Quiñones knows that tension well, and she has built her leadership around proving that direct does not mean aggressive. The CEO of iMasons joins Jamie McKinney on Leadership Lab to unpack assertive vs. aggressive communication, the line so many ambitious women feel they're constantly walking, and how getting it right changed the way she leads. Cyre opens up about growing up in the Bronx with two parents struggling with addiction, the shame she carried for years, and the mentor who told her that trust is built through authenticity, not polish.That single piece of advice reshaped how she leads. The episode covers courage vs. confidence in leadership, the real difference between bluntness and directness, and why imposter syndrome showed up even on the path to the CEO seat, and how she moved through it anyway. Cyre shares the phrase that changed how she shows up in every hard conversation, and why authentic leadership for women looks nothing like the loud, armored version so many of us were taught to perform. She also breaks down the difference between directness and bluntness, the distinction so many women mislabel as assertive vs. aggressive. If you have ever wondered whether being fully yourself and being taken seriously can coexist at the executive level, this episode is your answer. Episode Breakdown: 00:00 Meet Cyre Mercedes Quiñones, CEO of iMasons 03:19 Navigating Shame Without a Roadmap 05:43 Choosing Authenticity Over a Corporate Performance 09:39 How Vulnerability Helped Cyre Build Trust at Work 12:02 Assertive vs. Aggressive, The Difference Between Directness and Bluntness 15:44 Redefining Executive Presence Beyond Loud and Hard 33:06 Coach vs. Mentor, Building Your Support Network 34:39 Why Courage Comes Before Confidence 38:10 Leading Through Divorce and Personal Tests 41:11 Rehearse Till It's Verse, Beating Imposter Syndrome 43:11 The Vision for iMasons and What Comes Next About Cyre Mercedes Quiñones: Cyre Mercedes Quiñones is the Chief Executive Officer of Infrastructure Masons (iMasons), a leading global nonprofit professional association dedicated to advancing digital infrastructure for the benefit of people and the planet. With more than 15 years of experience spanning technology, business strategy, and digital infrastructure, Cyre has built a reputation as a transformational leader who brings together industry, government, and communities to solve some of the sector's most pressing challenges. Her leadership has been recognized globally, including being named the inaugural recipient of Data Center Dynamics' (DCD) Data Center Woman of the Year in 2023 and one of HITEC's Top 100 Hispanics in Technology. Cyre is passionate about building digital infrastructure responsibly—championing sustainability, community partnership, workforce development, and inclusive leadership. As CEO, she is positioning iMasons as the industry's trusted neutral convening authority and bringing together leaders across the digital infrastructure ecosystem to accelerate collaboration and deliver measurable, lasting impact for responsible infrastructure advancement around the world. Links: iMasons State of the Digital Infrastructure Industry - Annual Report 2025 Connect with Jamie McKinney: jamiemckinney.com/lab How to Have a Difficult Conversation FREE Resource Join the Leadership Laboratory Community Podcast production and show notes provided by HiveCast.fm