Years ago, when interviewing for a sales job, I was knocked back when my interviewer glanced over and casually remarked, “Well, you certainly don’t light up the room with your personality.” Argh. Not fun to hear, but pretty accurately reflective of where I was coming from at the time.
This idea is borne out in a Marketing Minute post from Marcia Yudkin. In her entry, Ms. Yudkin, who is one of the pithiest communicators around, discusses the ideas of Olivia Fox Cabane, author of The Charisma Myth.
According to Ms. Fox Cabane, there are four types of charisma—authoritative, focus, visionary, and kindness. Authoritative charisma, for example, “intimidates or impresses listeners by projecting high status and confidence.” In my opinion, it’s particularly useful in touchy situations where you need to project that you know what you’re doing and should be trusted.
Focus charisma, which is what I was clearly lacking in the interview, says that you’re fully present and attentive. (Years later, I remember that I didn’t really want the job.) The few people I know who have met Bill Clinton say he’s a master of this type of charisma.
I’ve always been faintly distrustful of charisma. Sometimes, I want to take a step or two back when I’m around those who are viewed as charismatic, and I’ve heard others say the same. Ms. Fox Cabane’s take is that charisma is not assumed for the occasion, that it “actually stems from what someone thinks, feels and believes.” That seems to imply that true charisma is resonates in a good way and is actually quite different from the self-promotional personas we’re so often encouraged to adopt.
Leave a Comment