So, I have often wondered: What is charisma? Can it be measured? Can it be developed? I became a professor in the Faculty of Business and Economics at the University of Lausanne. But at times, I have felt like a particle physicist studying the Higgs field. Charisma is hard to define, hard to measure, but its effects are evident to see. Like the Higgs field charisma gives mass, gravitas, not to particles, but to social movements.