It's not a player on the field, something that can be measured or be tracked on a stat sheet – home-field advantage.
Heading into every game it is talked about as if it is that secret weapon that every team possesses by just playing on its own stomping ground.
For the Red Raiders that is Jones AT&T Stadium, and for the past two games it's been full, loud and rowdy.
But Tech has not been able to send those fans home happy with two straight losses, Texas A&M and Kansas State, at home for the first time since 1993 when the Red Raiders fell to then No. 14 Texas A&M and North Carolina State in back-to-back home meetings.
"We always want a win at home. We always expect to win at home," Texas Tech quarterback Seth Doege said following the loss to Kansas State. "We were excited to play, it was just we've got to learn to finish games and we've got to learn to finish drives when we get to the opposite side of the field.
"I don't know, it hurts you know."
Playing back-to-back ranked teams is not an easy task, but having those games at home is arguably easier than having to go into a hostile environment.
Mixed into that stretch are two road trips to places that are not the easiest places to walk out of with wins in Norman, Oklahoma and Austin.
It doesn't matter where the Red Raiders play, Texas Tech head coach Tommy Tuberville said, the expectations are the same to walk away with a win.
"I expect to win on the road every time we go, and every time we play here," he said. "You've got to expect it. Fans got to expect it. You've got to know how to win. You've got to learn how to win."
Follow me on Twitter: @jokoch09
Email comments to firstname.lastname@example.org