A charismatic leader is characterized as having four key attributes: proposes a better future and the importance of their vision, is willing to engage in self-sacrifice for the greater good, is tuned into the needs of their employees, and will try a new approach that may be perceived as unconventional. Indra Nooyi was appointed Chief Executive Officer (CEO) of PepsiCo (PEP) in 2006 and introduced design thinking for innovation to the organization (Ignatius, A, 2016). Nooyi was a hands-on CEO who regularly visited shops to see PepsiCo products on the shelf and put herself in the shoes of customers to see what jumped out at her (Ignatius, A, 2016). As a charismatic leader, Nooyi also took chances and was the first to introduce design-thinking throughout all stages of product creation and production. Further, she was known as being empathetic to employees and hyper-focused on the user experience. Nooyi was a leader in diversity and inclusivity in the workplace and appreciated diverse perspectives, backgrounds, and was an advocate in the corporate world (StrategyPunk, 2023).

Ramon Laguarta is the current CEO of PepsiCo and also brings a charismatic approach to his leadership style. Laguarta speaks six languages and was brought in to grow PepsiCo globally.Both leaders have a charismatic leadership style while also differing in their approach and vision in the role. Laguarta's vision is to make PepsiCo "Faster, Stronger, and Better" (Pepsico, n.d.) by continuing Nooyi's legacy of promoting innovation. Laguarta continues to drive performance with a focus on the customer and is noted as taking care of employees. Laguarta's approach seems more goal driven than Nooyi but they both have similar charismatic leadership characteristics. Nooyi drove diversity and inclusion while Laguarta supported employees through the pandemic, both are strong CEOs and have increased PepsiCo's profits and market share.

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