Warmth + Competence = Charisma

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Who is the most charismatic person you know?

This is one of my favorite questions to ask audiences. People immediately shout out their answers. “My dad!” or “My teacher!” or “My best friend!” The next question is where things get more interesting. I ask, “What makes someone charismatic?” Typically, I hear crickets. People rack their brains to come up with the answer. They venture, “Well, it’s, you know, that feeling?” Why is it that we struggle to define charisma, even though we immediately recognize it in others? In a groundbreaking study from Princeton University, researchers found that highly charismatic, likable, compelling people demonstrate a special blend of two specific traits: warmth and competence. It’s a simple equation:”

“This formula is a powerful blueprint for every interaction. And it can completely change the way you communicate if you know how to use it.

According to the research, warmth and competence cues account for 82 percent of our impressions of others. First, we quickly assess someone’s warmth, answering the question: Can I trust you? Then we look for competence, answering the question: Can I rely on you? And this formula isn’t just at play when making a first impression. Any time people interact with you, they continuously scan for cues to gauge your warmth and competence. And you do the same to others. Whether you are in a business meeting, on a date, with your boss, or with new friends, managing these two traits is essential for your effectiveness. Highly charismatic people exhibit the perfect blend of warmth and competence. They immediately signal trust and credibility. We see them as friendly and smart, impressive and collaborative. They earn both our respect and admiration. Here’s the problem: Most of us have an imbalance between these two traits. It’s often the hidden cause of our social difficulties, missed potential, and miscommunications. We need this balance to succeed. Highly charismatic people[…]”

“We need this balance to succeed. Highly charismatic people use both warmth and competence cues to communicate successfully. We love being around people who make us feel like we are in both safe and capable hands. We like our leaders to be both highly effective and very approachable. We look for partners we can trust with our deepest secrets and call in an emergency. We want to work with people who are both friendly and productive.

We’re always on the lookout for people who hit the sweet spot of both warmth and competence—the quadrant that has the star on the Charisma Scale on the following page. This Charisma Scale helps us map our communication. Where do you think you fall on the scale? Are you more warm (upper left quadrant) or more competent (lower right quadrant), or do you strike a perfect balance and land in the Charisma Zone? Not sure? You might not show enough cues at all, putting you in the Danger Zone.”