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Charm School

A crash course in charisma

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This story appears in the June 1999 issue of Entrepreneur. Subscribe »

Do people like you? Do they really, really like you? Even if you're not a movie star, you still have to hone your personal magnetism. As an entrepreneur, you're your company's best spokesperson. But what if your charisma is lacking a bit?

In psychologist Andrew DuBrin's view, the solution is obvious: Build up your charisma muscles. "It's not easy to do," acknowledges the author of Personal Magnetism: Discover Your Own Charisma and Learn to Charm, Inspire, and Influence Others (Amacom), "but I think everyone can work toward becoming more charismatic."

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