Matter, Meet Aura

Matter, as we all know from science, is defined as, "physical substance in general, as distinct from mind and spirit; that which occupies space and possesses rest mass, especially as distinct from energy."

ginosEIn business, that physical, tangible stuff that we call "product" and "facilities" gets blurred quite a bit with the matter that really matters, at least when it comes to turning heads. Call it aura ("the distinctive atmosphere or quality that seems to surround and be generated by a person, thing, or place"). 

While we lived in Chicago we went to Gino's Pizza, one of the most famous Chicago-style pizza joints in the city. It was started by two taxi drivers who liked pizza. There was an aura about the hole-in-the wall, graffiti-filled place. It wasn't much to look at but people flocked to it because of the experience – the aura. The thought of great pizza came after that.

gino'sNEWNowadays, you can visit their new improved, product-driven, glossy version of Gino's. I've been there too. It's OK, but it's nothing like the authentic, original location. 

Here's the point. Keep a tap on the aura of your marketing. What is the word on the street? Is your content being shared on social media? What is the first thing people say when they come onto campus or into the office? Often this is a signal of the aura of the place. You may not have the West Coast office set up or flowing red bricked campus. Those have their place, but I would argue they don't have the same longterm, pass along effect as aura.