The author's position is due to the analysis of dynamic ongoing social and cultural transformations, which affect the identity of learners from the early years directly and indirectly, especially in higher education. The development of new educational paradigm centers on the individual, who is in search of the meaning of life, value orientations and attitudes determined external and internal factors. On the basis of theoretical analysis and empirical data the author formulates the goal - to justify the necessity and possibility of development of personality of learners as carriers of innovative culture who have the property of self-confidence, successfully self-actualizing in the learning process through the use of innovative teaching technologies. The article raises the question about the creation of psycho-pedagogical conditions for support and maintenance of the process of learning of confidence by each student, assertiveness of personality as a carrier of innovative culture. The use of pedagogical and psychological scientific methods - analysis, synthesis, comparison and interpretation of results, psychodiagnostic methods has led the author to the conclusion about the possibility of development of such properties of the carrier of innovation culture as self-confidence in the education system, especially in higher education. Purposeful use of interactive teaching didactic means, the increase of the role of independent creative work of students actualize the student's personality and opens the potential of position yourself in assertive behavior.