Founder · Consultant · Educator
Strategic thinking at the intersection of cognition, branding and ethics.
CHARISMA was founded by Karim Keita to develop a more integrated approach to influence — one that connects the way reality is interpreted, the way organisations are experienced and the grounds on which they earn legitimacy.
CHARISMA
The CHARISMA approach
A career built around one question: what truly moves a decision?
For more than thirty years, Karim Keita has studied influence and transformation. He first explored their mechanisms through branding and marketing, drawing in particular on semiotics, psychosociology and behavioural science.
His work in business negotiation and commercial development then allowed him to test these mechanisms in the field. His commitment to sustainability and ethics added a further requirement: influence becomes durable only when it connects effectiveness, consistency between words and actions, and legitimacy.
CHARISMA
Strategic perspective
Branding & marketing
Understanding how signs, narratives and representations shape preference, value and action.
CHARISMA
The CHARISMA approach
Negotiation & development
Putting influence to the test in real situations where interests, perceptions and decisions meet.
CHARISMA
Strategic perspective
Sustainability & ethics
Connecting performance with the credibility of commitments and the legitimacy of transformation.
CHARISMA
The CHARISMA approach
Influence engineering
Bringing cognition, branding and ethics together in a single strategic discipline for leaders.
CHARISMA
Strategic perspective
The founding conviction
“Tomorrow’s leaders will be those capable of organising meaning, stabilising perceptions, creating coherence and embodying a credible vision of the future.”
This conviction gave rise to CHARISMA: an approach to influence that never separates cognitive power, symbolic embodiment and ethical legitimacy.
CHARISMA
The CHARISMA approach
Cognition
Understanding the mental frames, biases, emotions and representations that orient perception and decision-making.
CHARISMA
Strategic perspective
Branding
Giving a strategy a clear, distinctive and memorable symbolic form that people can recognise and experience.
CHARISMA
The CHARISMA approach
Ethics
Making influence sustainable by aligning promises, conduct, governance and the organisation’s ability to justify its choices.
CHARISMA
Strategic perspective
How does Karim Keita make influence a leadership discipline?
His work combines research, advisory services and executive education to make the invisible drivers of influence intelligible, measurable and governable.
CHARISMA
The CHARISMA approach
CHARISMA Institute — Founder and Director
Development of a doctrine and proprietary tools to diagnose, govern and protect the influence of organisations.
CHARISMA
Strategic perspective
École de Guerre Économique — Lecturer
Teaching on the cognitive marketplace, strategic branding, influence mechanisms and their ethical conditions.
CHARISMA
The CHARISMA approach
Public foresight
Member of the OECD Government Foresight Community, contributing to reflection on long-term transformations, collective imaginaries and emerging forms of sovereignty.
CHARISMA
Strategic perspective
Where can you read his analysis of the cognitive marketplace?
His articles and public contributions explore the cognitive marketplace, nation branding, cognitive security, narrative sovereignty and the conditions of responsible influence.