Charisma is just "charm", it is force of personality.
As an eexample there are plenty of great performers that couldn't charm their way out of a paper bag al la Axl Rose. There are great liars that couldn't intimidate a fly.
Standing around with muscles isn't intimidating by default. Another example: You have to know how to carry yourself to be a good bouncer. You can tell a meathead from someone with experience in the way they hold themselves and communicate.
