Is a nerdy kid I used to be very disagreable and nice to people, and to the very large extent I still am. But running a business and managing a team of almost a hundred forced me to evolve. One of the things that I learned is that you should recognize small lies and "things that are not right" in your business relationships, and make them open. You should not avoid conflict, futhermore, you want to face it as soon as possible, before it damages business and people. I'm still not where I want to be in this area, and I still find myself avoiding conflicts.

I like how Jordan B. Peterson explains this in that video. Note the example of conscientious and disagreable person that he gives, it is really brilliant.
https://www.youtube.com/watch?v=5WXo1aFb8MY