Italian by birth and naturalized French, Barbara Suigo is an HR consultant, author, coach, and trainer with extensive experience in corporate communication. Specializing in the art of charisma, she supports professionals and businesses through personalized coaching, training programs, and in-depth content. She is the author of several books, including the Trilogia Carismatica (Charismatic Trilogy), a series of publications that explore, in both practical and reflective ways, how to develop authentic and influential charisma. Driven by her long-standing passion for neuroscience, linguistics, philosophy, and applied psychology, Barbara adopts a multidisciplinary approach to help leaders and managers unlock their potential and create a positive impact within organizations.
Barbara Suigo, Senior HR Consultant, Author, Charisma Expert
Barbara, tell us about yourself and your background. What led you to explore charisma as a transformative skill?
I have always been fascinated by human behavior and the transformative power of words. My literary studies, fueled by a youthful love for French Romantic literature, allowed me to delve deeply into these dynamics and discover how emotions and language intertwine to shape our experience of the world.
I studied and lived between Italy and France, developing an open, curious, and cosmopolitan mindset. From a young age, I was intrigued by how the linguistic and cultural differences between these two countries influenced the behaviors of two peoples who are so alike yet simultaneously so different.
As an adult, I brought this passion into the corporate world, observing with curiosity and keen attention the behavior of managers. I focused on the traits I found inspiring, those that stimulated my growth and helped me improve both personally and professionally. At the same time, I analyzed, with equal attention, the divisive and destructive behaviors of some leaders, reflecting on how their negative impact inevitably spread to the surrounding environment, generating tension, discomfort, and dissatisfaction.
It was precisely by observing these toxic behaviors that my interest in charisma grew exponentially. I realized how the ability to connect with others and inspire them can make all the difference in creating healthier, more productive relationships and work environments.
The turning point came ten years ago, when reading a book on charisma opened up a whole new world for me. From that moment on, I began my journey of studying this topic, exploring it both as an art and a science. I devoted myself to understanding how to develop a charismatic attitude capable of having a deeply transformative impact on ourselves and the people around us.
I understood that personal magnetism is a necessary and essential tool, especially for contemporary leadership, which is often dominated by oversized egos and a lack of willingness to connect with others. Not surprisingly, this topic is widely discussed in today's management literature, which increasingly emphasizes the importance of a leadership style capable of fostering authentic connections.
The common assumption is that charisma is something inaccessible, whereas in reality, like any new skill, it requires time to develop and great discipline and resilience to apply effectively. The results and transformative impact of charisma are extraordinary: it creates deep connections, promotes collaboration, and leads to shared and harmonious growth for everyone.
Was there a moment or an observation in your career that prompted you to think deeply about human behavior and ultimately delve into the study of charisma?
As mentioned, it was primarily the negative behaviors of several managers that caught my attention and became the main driving force behind my studies on charisma. Over the last ten to fifteen years, many international observers have identified a significant shift in leadership paradigms across industries. This change is evident not only among top executives but also within middle management and can be summarized as a trend of "overconfidence vs. overcompetence." Increasingly, we see leaders whose inflated self-esteem, unsupported by genuine expertise, results in harmful behaviors such as arrogance, poor listening skills, and an inclination to dominate others. These traits not only undermine the quality of professional relationships but also contribute to creating toxic, dysfunctional work environments, ultimately hindering organizational success and innovation.
All of this sparked in me the desire to explore how charisma, understood as a combination of presence, empathy, and authenticity, can radically transform leadership and the way people relate to and collaborate with one another. This journey was a turning point because it made me realize that charisma, far from being an innate trait, can and must be cultivated to meet the challenges of today’s professional world.
What achievement or professional success has given you the greatest satisfaction and could serve as inspiration for those who want to create value in their own work?
The definition of “success” is deeply subjective and varies from person to person. For me, success means being able to create, at any organizational level and in life in general healthy, functional connections based on mutual respect and collaboration. I firmly believe it is possible to coexist and work effectively together without stepping on each other’s toes, but this requires a commitment to truly listening to others and placing oneself at their service. It means learning to see the world from another person’s perspective and understanding which values and motivations drive certain behaviors, even the most destructive or dysfunctional ones.
To genuinely connect with the rest of the world, in the truest sense, to enter into profound communion with anyone, it’s essential to set aside criticism and judgment, which are often mere projections of our own limits in understanding reality. My greatest success, therefore, has been learning to communicate and collaborate calmly with people who have the most complex or edgy personalities and temperaments. Behind every difficult behavior, there is always some discomfort or suffering. The key is to connect with that discomfort, welcoming it, listening to it, and, when possible, building a bridge toward mutual understanding.
Ultimately, we are all human beings trying to experience the world and live in the best way we can. For me, the most authentic form of success lies in creating spaces for empathetic, constructive collaboration. It means going to bed knowing you have given your best, treating every person with respect and care while applying what I consider my fundamental principle of behavior: “Always treat others as I would like to be treated myself.”
It may sound simple, but it’s not, especially when dealing with challenging individuals. That’s precisely when genuine empathy and the ability to connect are truly put to the test.
Your Trilogia Carismatica (Charismatic Trilogy) explores the theme of charisma from various angles. Can you share how it can be concretely useful to readers and how these works might help them in everyday or professional life?
The Trilogia Carismatica consists of three works that explore the theme of charisma from different perspectives, offering a practical and reflective guide to understanding and developing this quality in various contexts.
The first volume, Il potere del carisma (The Power of Charisma), addresses the concept of charisma at its core: what it is, what it is not, and how it can be developed or enhanced. It provides an in-depth overview, accompanied by concrete examples of very different historical figures, to inspire readers and illustrate how charisma can manifest in many ways. I like to say that charisma is democratic because it knows no social, geographical, cultural, or gender barriers: it is a universal quality, accessible to all, and this inclusive nature is what makes it so extraordinary.
The second volume, Cittadinanza digitale: tra etica e carisma (Digital Citizenship: Between Ethics and Charisma), delves into the concept of digital charisma, an aspect often overlooked or little understood. Our online presence, whether we’re aware of it or not, creates “digital avatars” that are extensions of ourselves. These avatars have an enormous impact on our real lives: from the connections and relationships we develop online, we may find career opportunities or build meaningful relationships. At the same time, careless management of our digital image can seriously damage our personal and professional reputation. This book provides tools and strategies to develop an ethical, authentic digital charisma that can foster valuable relationships and strengthen one’s online presence in a positive and mindful way.
The third volume, Interviste carismatiche (Charismatic Interviews), came about during the pandemic, when our working and social lives suddenly moved online. Job interviews, meetings, and even new ways of promoting oneself or one’s business found space in the digital world, with a marked increase in people appearing on camera to present their businesses, products, and services.
This book aims to be a practical guide to help professionals communicate effectively, conveying a credible and authoritative image without the need for excessive financial investment. In a context where our digital reputation is also shaped by how others perceive us, knowing how to use charisma to showcase our value becomes an essential skill.
Overall, the Trilogia Carismatica aspires to be a practical, accessible guide for anyone looking to understand, cultivate, and use charisma as a tool for personal and relational growth, both in the physical world and online. It’s an invitation to reflect on how charisma, far from being an innate gift, can become a transformative skill within everyone’s reach.
Your next book explores the darker side of charisma from an intriguing and complex perspective. Can you give us a preview of what you’ll cover and the insights you’ll offer readers?
I am currently focusing on studying the dark side of charisma, with particular attention to behaviors that may appear charismatic on the surface but actually conceal manipulative and destructive tendencies.
There is already a vast body of literature on this subject, authored by reputable academic sources. However, these works are often intended for specialists and are less accessible to the general public. Moreover, much of this literature is only available in English and rarely translated into other languages, limiting its reach.
Simply asking anyone working in a company what they think of their boss is enough to get a disheartening picture of workplace climates and dynamics. Genuine expressions of esteem or appreciation toward superiors are becoming increasingly rare. This phenomenon reflects an alarming reality that needs to be urgently examined and addressed.
And yet, dealing with complex personalities is a reality we often face. So, how can we survive when managing difficult individuals? Of course, the easiest solution might be to change jobs. However, the real key point or rather, the crucial points to consider are different.
First of all, changing jobs isn’t always straightforward. It can take many months of searching and preparation. Moreover, there’s no guarantee that in your new workplace, you won’t end up dealing with the same toxic behaviors just coming from people with different names and faces but similar traits.
So, what can be done? The question, especially today when soft skills are so widely discussed, is precisely this: having technical skills alone is no longer enough to do your job well. You have to become a “black belt” in emotional management, learning to relate effectively to colleagues or superiors, especially those with complex personalities. This is the real challenge: transforming the way we handle relational difficulties by strengthening our resilience and our ability to adapt, thereby avoiding burnout.
In my upcoming book, I intend to explore these fascinating, complex, and unfortunately all-too-real topics, offering concrete solutions and mental attitudes to handle complex managers. What I want readers to consider is that entering a company today requires a completely different set of tools than what was traditionally expected.
Now more than ever, we need to develop impeccable emotional management if we want to avoid getting caught up in or dragged down by dynamics that are anything but professional. If these mechanisms are not addressed in the right way, they can lead to severe mental and physical exhaustion.
Through this book, I hope to provide practical strategies and perspectives for tackling these challenges, equipping readers with the resources they need to navigate the modern workplace with greater awareness and peace of mind.
What advice would you give to someone who feels inspired by this conversation and wants to develop their personal charisma?
The first step is undoubtedly self-awareness through self-observation: taking a genuine look at yourself in the mirror and asking, “Am I really the person I would like to meet? Or the person I would like to become?” Questions are often the most powerful driver of personal transformation. It is crucial to keep asking them, even if the answers can be painful.
Another essential aspect is to honestly evaluate the quality of our relationships: Are they fulfilling, or do they frequently run aground? If we find ourselves in difficult situations, before blaming others, we must reflect on what we might have said or done to steer that relationship in a negative direction.
In short, true transformation occurs when we have the courage to take responsibility, even total responsibility, for a relational failure. Is that easy? No. As I always tell my clients, working on oneself is challenging, but it’s the only path to genuine, lasting results.
I also recommend dedicating time to training and seeking guidance from a genuine mentor. Having a clear action plan, reading books, following targeted podcasts, and never stopping practicing are all crucial components of a charismatic growth journey. It’s also important to identify virtuous people as points of reference; whether they’re figures from the past or present doesn’t really matter. As human beings, we learn by imitation. Allowing ourselves to be inspired by those who have already achieved what we have not yet mastered is a significant step toward authentic transformation.
Ultimately, charisma is a journey made up of conscious choices, small steps, and a willingness to put oneself on the line. It’s a skill that not only enriches us but has the power to positively transform those around us as well.
Finally, what are Barbara Suigo’s upcoming projects, and what impact do you hope to have in your field over the coming years?
In the coming months, other books will be published. One in particular is very close to my heart: it focuses on parental charisma. In this book, I share, as a single mother, the tools I’ve used to raise my children and help them achieve and maintain good mental and physical balance as well as a high level of emotional autonomy and independence. In a world where families are increasingly fragmented and single parenthood is on the rise, it’s essential to draw on effective tools to become “5.0 parents.”
I will also continue to spread knowledge of the art of charisma, hoping to reach an ever broader and, why not, global audience.
My dream, finally, would be to bring the teaching of charisma into university curricula. Who knows, maybe this vision will soon become a reality!
To learn more about Barbara Suigo’s work and how charisma can transform your personal and professional relationships, visit her website or follow her on social media. You can also contact her directly for further information or to request an introductory interview.
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