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July 11, 2025
Margit Hiebl
- Mind
Charisma - how do you get that certain something?
People say a man or a woman has charisma—or they don't. But can this special quality perhaps be learned or trained?
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© Adobe Stock
July 11, 2025
Margit Hiebl
People say a man or a woman has charisma—or they don't. But can this special quality perhaps be learned or trained?
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It is that certain something we’d all like to have. An something that's hard to put into words. Because it's abstract and yet so real. Based on the ancient Greek word "char," it is understood to mean a gift or a talent.
The sociologist Max Weber defined charisma at the beginning of the 20th century in his theory of domination as one of three basic types. In addition to traditional (e.g., hereditary monarchy) and rational or legal (e.g., determined through elections, anchored in law) domination, he coined the term charismatic domination. It describes the "extraordinary," social, almost emotional or cult-like relationships between a ruler and his people or followers.
Certain personality traits help him to achieve high identification with his followers, up to and including obedience. This is often tied to the hope that things will get better. In order for charisma to be effective, a suitable context is needed – such as a social crisis in which conventional authorities fail and thus create space for extraordinary personalities. In science, this is referred to as a latent charismatic situation.
Because the crisis apparently cannot be solved by those currently responsible, the people hope for the proverbial "strong man." Good examples can be found in politics: John F. Kennedy or Barack Obama, for example, who seized their opportunity thanks to preceding crises or the stagnating politics of their predecessors. However, charisma is also transient – according to Max Weber, it is an initial phenomenon that loses its function as a promise of salvation once everyday life sets in or the promise is not fulfilled.
An extended, modern perspective is provided by former Stanford Director Olivia Fox Cabane in her book "The Charisma Myth." She describes four types of charisma and their different effects: "focused charisma" is possessed by people who radiate presence, are alert, attentive, and mentally quick – Fox Cabane includes Bill Gates or Mahatma Gandhi in this category. The reaction to it: admiration.
"Authoritative charisma" is primarily based on self-confidence that captivates others and conveys high status. The effect: recognition and awe. She cites Barack Obama and Margaret Thatcher as examples. "Visionary charisma" is characterized by people with a belief in something great and new, which inspires and uplifts others – she includes Steve Jobs or Martin Luther King Jr. in this category.
And finally, "friendly charisma" – more than anything else, an attitude. In their environment, people feel secure and accepted. Examples: The Dalai Lama or Mother Teresa.
Even more gripping is the economists Conger and Kanungo's attempt to explain, who have examined the interplay between charisma and leadership in companies. Their 5-factor model identifies: an overview of the current situation, a sense of the needs of the "followers," the ability to develop and communicate a vision, and the courage to take risks.
Whether charisma is genetic is controversial. However, since most aspects of a personality point to a genetic influence, this could also apply to charisma. Researchers do agree, however, that charisma is more in the eye of the beholder. And although it is about being in the right place at the right time and doing the right thing, there seems to be more to it – otherwise we could not escape charismatics: from air traffic control to a hospital's emergency team to garbage collection. This does not mean that charismatics can't also be among everyday heroes, friends, or colleagues.
According to American social psychologist Amy Cuddy, charisma is based on two core factors: warmth and competence. The studies by the Harvard professor show that people who combine both are perceived as more charismatic. Because: Warmth alone makes someone likeable, but not necessarily convincing.
Competence alone often appears cold and distant. Additionally, there is the factor of passion: those who are passionate about a topic can also inspire others. Critics argue against this: one does not always have to empathize, calculation can also trigger strong emotions in others.
John Antonakis, professor of behavioral economics at the University of Lausanne, who researches charismatic leadership, identified the "Charismatic Leadership Tactics" in the nomination speeches of American presidential candidates that most influenced the election outcome: the use of figurative language, proverbs, and anecdotes, as well as nonverbal signals such as gestures and facial expressions. A subsequent study was able to demonstrate: those who use these purposefully significantly increase their power of persuasion – and appear more charismatic.
In this sense, charisma would be learnable. But: Charismatic personalities are not only liked or recognized because they tell good stories. Another aspect is that others must feel taken care of in their presence or under their leadership. Ultimately, one's own personality always plays a role: in a study, employees attributed more charisma to their superiors when they felt similar to them.
Charisma is therefore always an offer of identification. It arises where people get the feeling: Here is someone who speaks as I think – or feels what I cannot say myself. It is not just about talent or impact, but also about attitude: the conscious decision of how to present oneself – with clarity, authenticity, and responsibility for one's own impact.
© Andrea Piacquadio
The bronze statue of Freddie Mercury on Lake Geneva
This is not only achieved by politicians and leaders but is also clearly visible among artists: David Bowie with his style between glamour and rebellion, Freddie Mercury, who brought eccentricity and closeness to the stage at the same time, U2 with their concerts as emotional community experiences.
Or Taylor Swift, who understands how to give millions the feeling through her lyrics and performance as if they understand each other. Different in style, message, and impact – but all with this emotional connection to the audience. They signal belonging and departure at the same time. The bigger the staging, the more credible the message, the stronger charisma is perceived. And it shows that it is amplified by the media. Perhaps "glamour with depth" could serve as an update for the term.
Can you learn charisma? Hardly – and the question should rather be: What can you learn from charismatic people? Has the charisma code been cracked? One thing is certain: for more charisma, you can work on individual characteristics. For example, how to enter a room without dominating it – and yet draw all eyes to yourself.
It starts with appearance. In line with the motto "dress to impress" – it's crucial that the style is authentic and appropriate for the occasion and message. You can also work on body language: the classic power pose – an upright and open posture – makes you appear and feel more confident. It even influences hormone levels: testosterone levels rise, while cortisol levels drop.
Speaking of language: people with a modulated, deeper voice are perceived as more charismatic – by both men and women, according to a British study. Also important: speaking slowly, varying in pitch and emphasis, articulating clearly (with as few "ums" as possible). Speech or voice training can help here.
Neuroscientific studies also show that much happens through direct eye contact – it activates the brain's reward system, making people feel more emotionally connected. Important: Maintaining eye contact, supported by a genuine smile or a nod, gives the other person an even stronger feeling of being truly seen.
Last but not least: Perception should be trained. This includes recognizing what "gifts" you are equipped with or when you excel in an activity and are in the flow. It is also important to give the other person undivided attention and read their mood. This helps to show presence. Focus helps to concentrate energies and appear more confident.
All of this increases the likelihood of being perceived as charismatic. But: No amount of intense training makes a person a charismatic per se. Because it is ultimately always a projection - an echo that arises in the mind of the counterpart. Charisma is something that is attributed to someone.
Research also knows more about this: In an experiment at the University of California, students received different information about how people succeeded in their projects. The result: The less they knew how much effort was behind the success, the more charismatic qualities they attributed to them. Apparently, charisma is perceived more strongly the more effortless the success appears - it lives from the impression, not the effort.
