Charisma and How to Develop It

Have you ever noticed how some people seem to get promotions effortlessly, build successful personal lives, and attract those around them? People copy their gestures, manners, clothing style, and generally want to be like them. Maybe you’re that person yourself? If so, you’ve probably experienced all the opportunities that come with being charismatic.

The Theory of Charisma

Charisma goes hand in hand with the social phenomenon of leadership. Interest in the problem of leadership peaked in the 20th century. Leadership theories from the late 19th and early 20th centuries described, on one hand, the leader’s role in the broader social system of the time, and on the other, tried to identify the distinctive traits of outstanding historical figures.

Gustave Le Bon, a French psychologist and founder of social psychology, created a typology of leaders based on the type of leadership charm. Le Bon distinguished between acquired charm—linked to name, reputation, wealth, title, and clothing—and personal charm, a kind of magical allure possessed by figures like Buddha, Joan of Arc, Napoleon, and others. In this way, Le Bon predicted the emergence of the concept of “charismatic leadership.”

The term “charisma” was first introduced by theologian and cultural philosopher Ernst Troeltsch. Troeltsch studied the development of sects and the formation of the church, defining charisma as a divine gift of grace and redemption, which, as the church developed, separated from the individual and became attached to the institution.

Max Weber, a researcher and the “father of charisma” in its modern sense, described charisma as a mechanism of influence based on the followers’ attitude toward the leader: an audience enchanted by a charismatic person attributes unique qualities and traits to them.

Interestingly, according to House, charisma is not about the leader or their followers, but about the relationship that develops between them.

The Basics of Charisma

Olivia Fox Cabane, a researcher of charisma, gives the following example in her book:

“In the summer of 1886, elections were held in Great Britain for the position of Prime Minister. William Gladstone and Benjamin Disraeli were the main contenders. Shortly before the election, both candidates invited the same woman to dinner. Later, she shared her impressions with reporters: ‘After dining with Mr. Gladstone, I thought he was the smartest man in England. But after dining with Mr. Disraeli, I felt like I was the smartest person in England.’”

For the record, Benjamin Disraeli became Prime Minister.

Traditionally, charisma is considered an innate quality, but Cabane strongly disagrees. She identifies three factors that, if developed, can make anyone charismatic: presence, power, and warmth:

• Presence – Being fully engaged in the moment, not zoning out during a conversation, but listening to your conversation partner with genuine interest.
• Power – The ability to influence others and impact the world. Such a person has material, social, or ideological resources and something to offer those around them.
• Warmth – Openness toward people, kindness, and respect for others. Charismatic people’s conversation partners feel that they are willing to share their resources and knowledge. A charismatic person is both influential and approachable.

Charisma in Public Speaking

When it comes to communication, especially public speaking, emotions often make all the difference. And that’s the catch. If, as an expert, you only provide dry facts, numbers, and Wikipedia-style information, people will only come to you when they need something. Once their need is met, they won’t return—there’s no reason to. We’re interested in what we’ve invested our feelings and emotions in. The moments where we left our heart, irritation, disagreement, or admiration stick with us. Numbers and data just pass us by.

Whenever I ask why some people are listened to with bated breath while others are ignored, the magic word “charisma” always comes up. People often think charisma means jumping on stage, spreading hormones, adding a pinch of magic, striking a power pose, and “hugging everyone.” Yes, but actually, no.

Charisma Is About Connection

Charisma, from ancient Greek, means “gift from God.” It’s a special ability to appeal to people’s hearts. Jumping around on stage or on air isn’t charisma. In fact, “power poses and hormones” are more about “I’m sexy and I know it” (so cool I want myself).

Yes, emotions are involved. After a fiery speech, you’ll hear in the hallway or restroom: “He’s on fire! Such a motivator, just wow.” But if you ask the next day what the speech was about, you won’t get a concrete answer. The goal was to impress and amaze—nothing more.

People remember those who connect with their audience. When the topic is relevant to people. When the speaker speaks their language. It’s about how and what you say, the stories you tell, and whether you use secret rhetorical techniques that work wonders.

The Charisma Formula

Charisma is made up of many factors, each important on its own, but together they create that hypnotic effect. Here are a few things to keep in mind to “boost” your charisma:

• Self-confidence. Don’t try to force the audience to like you or pander to them. It’s better to just be yourself.
• Caring about your audience. Treat your listeners with respect; it’s much more effective than flashy shows and bows. Think about the value your audience will get from your speech. Balance usefulness and entertainment: your speech should achieve its main goal—delivering specific information—and not turn into endless stand-up.
• Use storytelling. Tell stories, don’t just talk. Add different narrative elements, play with the pace. This will help captivate your listeners from the first minute and keep their attention.
• Add interactivity. Engage with your audience. Ask questions, listen actively, and of course, respond. Let your listeners feel like participants in your presentation, but make sure you manage the interaction.

Yes, there’s magic, too. Charisma is an absolutely intangible and immeasurable feeling—the very “chemistry” between speaker and audience. It’s important to learn its basics both in theory and in practice.