Aura as A Service
When charm replaces substance.
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There are a few conversations that stick with you from the past. And that brings a smile to your face. For me, most of these conversations involved jokes or funny moments that I either told or heard.
I used to be a huge Aamir Khan fan. And one of my childhood close friends, Samiran, used to be a die-hard SRK fanatic 1. So, we used to have a lot of brawls and debates about movies. I was far from being a movie buff. But he was one. I remember one day I had this discussion with him, which ended with him trying to beat me:
“So Samiran, I watched Veer-Zaara & Mohabbatein last week, man. I think I need to acknowledge the greatness of this guy. Not only on the national level, but worldwide,” - I told him after school. I was just bluffing. I hadn’t watched Veer-Zaara yet. And it has probably been 15 years since I watched Mohabbatein.
“I told you, Shibu. So, what did you like about those movies and his roles?” he asked excitedly.
“Such a horrible actor, with subpar looks by Bollywood standards, but he has reached mass audiences with his charm. This deserves respect. His greatness needs acknowledgement”
Samiran was furious. He wanted to beat me. But SRK’s charm is undeniable, whether you’re a fan or not. This charm, this aura, is an interesting characteristic. Not only for actors, but also for other professionals, especially politicians. Call it Aura as a Service, or AaaS.
In 2011, when the 34-year-old government in my state, West Bengal, was toppled, I was very excited for the change, even though I was only 15. But it turned out to be a disappointing affair at the state level.
Similarly, in 2014, the aura of the current PM swept me away. I felt “This is it!” But again, total disappointment.
Then again, in 2015, an ex-IITian in Delhi seemed like a breath of fresh air. But his stint was also disappointing. 2
I have been fooled by the aura of politicians three times. So I am skeptical now. A few months back, the internet was buzzing with the news of the newly elected NYC mayor Zohran Mamdani. It bugged me when Indians were celebrating/criticising him like it was their own mayor. Meanwhile, I am sure, most of us are oblivious to how poorly our own mayoral elections have been conducted. 345
Anyhow, if you’re on social media, you simply cannot escape the algorithm. I’ve seen some of his videos on Instagram and YouTube. I’ve even listened to a few podcast episodes. I don’t know much about his promises, how they’ll be fulfilled or how they will change the political landscape. But one thing’s certain: his biggest USP is the AURA.
Just watch this clip where he explains ranked choice voting. If you don’t know much about politics and come across this, what would you think? He looks ‘likeable,’ right? Similarly, look at this interview clip where the reporter asked him a bitter question, he’s smiling through it. The answer doesn’t really address the question at all. There is a high chance that this video will floor most people.
This AaaS thing is also quite prevalent in the corporate world. If you keep your eyes and ears open, you will come across many leaders, including global ones, who have nothing but an aura. If you interact with them for 30 minutes or an hour, you’ll be floored. But once you go deep, you might discover there’s nothing underneath.
Sometimes, aura is the product for actors, politicians, and even some corporate roles. SRK’s charm isn’t fraudulent; it’s the actual deliverable. The problem is when aura replaces substance in domains that demand it.
One way to detect people offering only AaaS? Delayed intuition (as Kahneman suggests) and healthy skepticism.
Another good detector is that people with only AaaS usually have a perfectly curated exterior. Genuine leaders with substance often have "jagged edges". They are willing to be unlikable or boring if it means being accurate. If someone is always "on," it’s a high-probability sign that you’re looking at a service, not a substance.
Have you come across people with only AaaS? How do you deal with them?
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Ordinary thoughts, shared with hope. Pass it along if it resonated.
He is still a die-hard SRK fan. Last I remember, his PC & mobile wallpapers had SRK pictures. I am not so crazy about Aamir anymore.
This was less disappointing to me compared to the other two. But that might be because I never lived in Delhi long enough.