Some say that the ‘it factor’ is something that you either have or you don’t, that ‘coolness’ is something that’s just innate within some people, and something the rest of us can never truly hope to capture. But the truth is quite different: coolness is pretty much always cultivated to some degree. This choice to deliberately work to build up a specific idea of yourself as interesting has gone by plenty of different names, from creating a persona, to curating a vibe, and now to ‘aura farming.’ But what is aura farming, really? It’s actually more interesting than you might expect, and can be relatable to our own everyday lives in surprising ways. So let’s take a deeper look to unpack what’s really going on…