That Aurafication Advantage

Businesswoman consulting a partner

I’m sure that many of you have walked into a room full of people that you don’t know and can immediately sense the atmosphere that is prevalent, whether that be positive or negative. Sometimes it can be seen in their body language, or their tone of voice, or just the way they stare at you when you interrupt the mood with that look of bewilderment, or relief that someone new and interesting has joined the group. Either way, it doesn’t take you long to know whether you should continue to walk in, or just back out graciously and say with that sincere and genuine voice, “sorry for the interruption, I think I may have the wrong room” as you lie most professionally through your teeth!

Let’s call this room atmosphere the ‘meeting aura’ or just ‘aura’ for short.
You can also experience this aura when you visit a city for the first time. I’m based in Melbourne and many visitors state that there is a unique ‘Mel-aura’ that is quickly identifiable as you traverse the city streets, similarly Sydney has its own ‘Syd-aura’, as do many other cities around the world.

Many corporate organisations have their own brand that is quite distinctive and readily noticeable when you enter their head office, or meet an employee that is a true believer of their business culture. So, what is it that creates this aura, or ‘corporate aurafication’ that is so illusive to many organisations!

To me, the key to successful ‘aurafication’ is being prepared to be different, but different in a positive and constructive way that encourages employees to want to be linked to the organisation. If their participation in the business is beneficial to them personally, then the process of ‘aurafication’ is well and truly on the way. If there is no prospect for personal growth, then the chance of a successful ‘aurafication’ will be quickly nullified and the business will become yet another one of those boring, and unimpressive companies of which there are far too many!

So in order for your company to have that well sought after aura that many employees strive to obtain, focus on creating your own unique corporate culture and thereby obtain that optimum ‘aurafication’! It might just be the start of that competitive advantage that your business is looking for at the moment?

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1 Comment

  1. “the key to successful ‘aurafication’ is being prepared to be different, but different in a positive and constructive way that encourages employees to want to be linked to the organisation”–well said. Totally agree. Too many cookie cutter businesses (as in they’re the same, not that they make cookie cutters, haha) in the world already.

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