Benji

• Leaders use their charisma to influence others in very specific ways. By analyzing speeches given by charismatic individuals, one helpful model shows a distinct, three-stage use of emotion. First, the speakers model and amplify the mood prevailing among their audience (“We are angry because those people over there are bad!”). Then they introduce a dissonant emotion that actually confuses people (“But you know what? I don’t really care about that.”). Finally, they use that confusion to reframe the emotional environment and win over the audience to their view (“Because we should be happy that we are better people than they are!”).