The charisma myth

Who Else Believes That Charisma Is Something You Either Have or Don’t?

She seemed intrigued.

The meeting had one focus: my speechwriting and ghostwriting services. I sat across from them—the top executive and his head of department—explaining how the right words, delivered the right way, can inspire, persuade, and drive action.

I was in my zone, fully engaged, and confident they’d see the value.

After all, speeches aren’t just about what you say—they’re about how you say it.

Wouldn’t you agree?

They seemed to agree. I continued. Why take on this extra responsibility when there are already so many pressing matters? And why not bring in someone from the outside—someone who can offer a fresh perspective, cut through the jargon, and speak the language that resonates with your audience? It’s a question of smart leadership, don’t you think?

My work naturally brings me to attend many speeches, each offering valuable insights—both in what works and what doesn’t. Unfortunately, many follow a well-structured, logical approach, conveniently adhering to the traditional essay format we all learned in school: introduction, body, conclusion. And while that may be effective for term papers or academic writing, speeches play by different rules. The written word and the spoken word are fundamentally different.

Written text gives the reader time to pause, reflect, and digest. It can be dense, detailed, and comprehensive because the audience has the luxury of reading at their own pace. But a speech? It’s live. It’s real-time. The audience’s attention is fleeting, and emotions play a huge role.

What works in writing rarely translates to speech. In speeches, you need to hook the audience immediately and keep them engaged. It’s about connection, not just information. Engagement, not just clarity. And most importantly, it’s about evoking emotion—because people remember how they feel far more than the specifics of what you say.

A great speech is an experience—one that stirs something inside your audience and leaves them wanting more. To achieve that, you need more than just structure. You need timing, storytelling, and, above all, charisma. And a compelling visual can elevate the message even further.

The ugly truth of constant overstimulation.

People are bombarded with information, drowning in notifications, updates, and headlines. In this reality, speeches—and even written articles—must cut through the noise.

If you don’t hook your audience in the first few seconds, you’ve lost them. Today, a powerful speech needs:

• A compelling opening that grabs attention instantly—whether through a striking statistic, a vivid visual, or a captivating anecdote. It includes the audience, creates a connection.
• A message that sticks, reinforced by storytelling and free from unnecessary jargon.
• A closing that inspires action, leaving a lasting impact rather than just prompting polite applause.

I pursued:

Who do you think of first when you hear APPLE? Steve Jobs or Tim Cook?

I was just diving into the heart of this question, exploring how charisma shapes leadership—and how you can often tell who’s had the training and who hasn’t—when suddenly, she perked up.

“I always thought charisma was something you’re just born with,” she said.

I couldn’t blame her. It’s a belief many share—that charisma is an innate gift, reserved for natural-born leaders.

But here’s the good news: that’s a myth.

Charisma isn’t some magical trait that only a lucky few possess. It’s a skill—one that can be learned, refined, and adapted to fit any personality.

There are actually different charisma styles, depending on the situation. And with the right techniques, you can start building the foundation in just a couple of days. A longer coaching process? Sure, that’s always the best option. But the fundamentals? They can come quickly—especially when you’re guided by someone who’s already done the work, absorbed the knowledge from countless books, and distilled it into something practical and actionable.

Back to the Meeting.

What do “I have a dream” and “Mr. Gorbachev, tear down this wall” have in common?

It doesn’t take more than three seconds for most people to picture Martin Luther King Jr. and Ronald Reagan and in this meeting this wasn’t an exception. We immediately see their faces, hear their voices, remember the context. And then we overlook something important: The most powerful speeches aren’t written alone.

Behind every iconic speech is a team—a speechwriter, a content manager, someone shaping the message so that the most technical content is available to your audience. Because that’s what a speech is about, isn’t it?

And who better to craft that message than someone whose greatest joy comes from finding the right words, at the right time, for the right audience?