Fady Shayoun
Dr Fady Shayoun
Fady Sahyoun (Arabic: فادي صهيون) is a Lebanese author, behavioural trainer, and charisma coach based in Beirut, Lebanon. He holds doctoral degrees in Translation and Personality Psychology, a Master of Business Administration in Marketing and Communication, and advanced diplomas in Micro Expressions Mastery and Physiognomy.
He is the founder of The Charisma Institute in Beirut and the author of The Code: 27 Laws for Charisma. He has appeared on Lebanese television channels OTV Lebanon and MTV Lebanon, discussing topics relating to charisma, personal development, and physiognomy.
Early Life and Education
Sahyoun[1] is Lebanese. He holds two doctoral degrees one in Translation and one in Personality Psychology alongside an MBA in Marketing and Communication. He additionally holds advanced diplomas in Micro Expressions Mastery and Physiognomy. His academic background spans linguistics, behavioural science, and business communication.
Career
The Charisma Institute
Sahyoun founded The Charisma Institute [2]in Beirut, an organisation that delivers individual coaching, group workshops, and corporate training programmes. The institute's curriculum is structured around 27 principles of charisma that Sahyoun[3] describes as informed by research in psychology and social science, including work by Sigmund Freud, Max Weber, and Carl Jung. According to the institute's own materials, it has delivered programmes for Lebanese universities, private enterprises, the Lebanese Armed Forces, and the United Nations.
Coaching and Training
Sahyoun delivers training in Beirut, Dubai, Kuwait, Paris, and Berlin. His programmes cover areas including public speaking, negotiation, and personal influence. He has described his approach as addressing internal factorsincluding clarity of belief and emotional regulation before focusing on external behaviours such as body language and communication style.
Book: The Code: 27 Laws for Charisma
Sahyoun is the author of The Code: 27 Laws for Charisma, published through his institute. The book presents charisma as a learnable skill organised around 27 principles grouped into three categories:
- Conviction — clarity of internal belief and self-assurance
- Energy — the emotional and physiological vitality a person projects
- Presentation — the translation of conviction and energy into observable behaviour and communication
The book references academic literature in psychology and behavioural science, including work by Olivia Fox Cabane.
Physiognomy
Sahyoun holds an advanced diploma in Physiognomy and has discussed the subject on Lebanese television. Physiognomy the practice of inferring personality traits or character from facial features is not recognised as a valid scientific discipline. The mainstream scientific and psychological community considers it a pseudoscience, with empirical research finding no reliable relationship between facial structure and personality or behaviour.
Sahyoun presents physiognomy as a supplementary observational tool within a broader framework of non-verbal communication, used alongside micro-expression analysis rather than as a standalone diagnostic method. He made several appearances on OTV Lebanon in 2024–2025 in which he explained the foundational concepts of physiognomy to a general Arabic-speaking audience.
Television Appearances
| Date | Programme / Channel | Topic |
|---|---|---|
| 30 January 2026 | Be Positive — MTV Lebanon | Charisma and personal presence |
| 2025 | MTV Lebanon | Charisma and interpersonal trust |
| 2024–2025 | OTV Lebanon | Physiognomy |
References
- Official website of Dr. Fady Sahyoun. Retrieved April 2026.
- openPR.com "Charisma coach Dr. Fady Sahyoun introduces structured framework for professional development." Press release. Retrieved April 2026. (Press release distributed via a commercial newswire; not an editorial source.)
- Sahyoun, F. (3 October 2025). "Charisma in the Digital Age: How to Shine Online." fadysahyoun.com. (Primary source.)
- "Dr. Fady Sahyoun Introducing Physiognomy on OTV Lebanon." OTV Lebanon. YouTube upload. Retrieved April 2026.
- "Be Positive — د. فادي صهيون — كيفيّة تطوير الكاريزما في شخصيتنا." MTV Lebanon, broadcast 30 January 2026.
- "قواعد الكاريزما لكسب الثقة والفوز بقلب الشريك." Debate programme appearance. Retrieved April 2026.
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