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Niccolò Machiavelli pondered that timeless conundrum 500 years ago and hedged his bets. “It may be answered that one should wish to be both,” he acknowledged, “but because it is difficult to unite them in one person, it is much safer to be feared than loved.”
Now behavioral science is weighing in with research showing that Machiavelli had it partly right: When we judge others—especially our leaders—we look first at two characteristics: how lovable they are (their warmth, communion, or trustworthiness) and how fearsome they are (their strength, agency, or competence). Although there is some disagreement about the proper labels for the traits, researchers agree that they are the two primary dimensions of social judgment.
To be sure, we notice plenty of other traits in people, but they’re nowhere near as influential as warmth and strength. Indeed, insights from the field of psychology show that these two dimensions account for more than 90% of the variance in our positive or negative impressions we form of the people around us.
A growing body of research suggests that the way to influence—and to lead—is to begin with warmth. Warmth is the conduit of influence: It facilitates trust and the communication and absorption of ideas. Even a few small nonverbal signals—a nod, a smile, an open gesture—can show people that you’re pleased to be in their company and attentive to their concerns.
The best way to gain influence is to combine warmth and strength—as difficult as Machiavelli says that may be to do. The traits can actually be mutually reinforcing: Feeling a sense of personal strength helps us to be more open, less threatened, and less threatening in stressful situations. When we feel confident and calm, we project authenticity and warmth.
Understanding a little bit about our chemical makeup can shed some light on how this works. The neuropeptides oxytocin and arginine vasopressin, for instance, have been linked to our ability to form human attachments, to feel and express warmth, and to behave altruistically.
Project Warmth
Efforts to appear warm and trustworthy by consciously controlling your nonverbal signals can backfire: All too often, you’ll come off as wooden and inauthentic instead. Here are ways to avoid that trap.
When people want to project warmth, they sometimes amp up the enthusiasm in their voice, increasing their volume and dynamic range to convey delight. That can be effective in the right setting, but if those around you have done nothing in particular to earn your adulation, they’ll assume either that you’re faking it or that you fawn over everyone indiscriminately.
Before people decide what they think of your message, they decide what they think of you. If you show your employees that you hold roughly the same worldview they do, you demonstrate not only empathy but, in their eyes, common sense—the ultimate qualification for being listened to. So if you want colleagues to listen and agree with you, first agree with them.
Project Strength
Strength or competence can be established by virtue of the position you hold, your reputation, and your actual performance. But your presence, or demeanor, always counts, too.
Warmth may be harder to fake, but confidence is harder to talk yourself into. Feeling like an impostor—that you don’t belong in the position you’re in and are going to be “found out”—is very common.
When you move, move deliberately and precisely to a specific spot rather than casting your limbs about loose-jointedly. And when you are finished moving, be still. Twitching, fidgeting, or other visual static sends the signal that you’re not in control. Stillness demonstrates calm. Combine that with good posture, and you’ll achieve what’s known as poise, which telegraphs equilibrium and stability, important aspects of credible leadership presence.
