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Emerald Group Publishing Limited
Copyright © 2001, MCB UP Limited
Recent research reported in the Harvard Business Review suggests that charismatic leaders make more use of "image-based words" while the, to be kind we will call them, less charismatic, use a concept-based vocabulary. They cite the US Presidents, Kennedy and Carter as exemplifying each category. Thus, where Carter would choose an alternative, Kennedy would take a new path; where Carter would have an idea, Kennedy would have a dream. So, to improve your charisma rating, change your language.