Aspirant Blog

Michele Petruccelli

Michele Petruccelli

Michele is Aspirant's Director of Marketing & Innovation, and is a senior marketer and facilitator with 25 years of extensive experience in brand management, strategy development, Design Thinking, and innovation. She works with various corporations and non-profit businesses as a consultant to help them grow their business through strong strategy, marketing plans, and skills development. She has worked with companies in the Fortune 100 and Global 1000 as well as mid-sized companies in a range of industries, with a focus on healthcare.

Using Design Thinking in Business

Using Design Thinking in Business

Design Thinking has become a well-known approach for solving problems—used now in an array of industries and businesses—but it can mean a lot of different things in different contexts and to different people. The set of activities underpinning Design Thinking have traditionally been used for...

Understanding and Meeting Customer Needs

Understanding and Meeting Customer Needs

Clayton Christensen, the business guru and Kim B. Clark Professor of Business Administration at the Harvard Business School, notes that of the 30,000 new products launched each year for consumers approximately 95% of them end up failing. That’s a high rate of failure by any measure. While nobody...

Wargaming in Business to Get a Competitive Advantage

Wargaming in Business to Get a Competitive Advantage

Staying Ahead of the Competition

There are several options in any organization’s toolbelt when it comes to identifying, targeting, and eventually selling to a key market segment. Most of these combine consumer feedback with meaningful data. However, if you find that competitors seemingly are always...

Three Web-Based Tactics to Get a Pulse on Your Place in the Market

Three Web-Based Tactics to Get a Pulse on Your Place in the Market

Nearly every open market has a leader. Typically, the number two and three spots can also be strong positions for a firm to occupy, especially if the market is still growing. While these positions are said to all be “strong,” the correct strategy for increasing or maintaining market share will vary...

Do You Have a Clear View of Your Market?

Do You Have a Clear View of Your Market?

You may know your company inside and out, but it is much more difficult to know the moving pieces in the industry around you. By industry knowledge, we don’t necessarily mean well-worn metrics like annual forecast demand or largest buyers, though these are important. Rather, we’re referring to a...

Are You Winning Your Marketplace, and Do You Know Why?

Are You Winning Your Marketplace, and Do You Know Why?

Keeping Your Competitors in CheckEveryone has competitors, and most companies think they have a good feeling for where they stack up against their competitors via tracking sales, viewing data, and other metrics. However, if your company is winning your marketplace, do you know why? And, more...

A Marketer’s View of Design Thinking and Why It Works

A Marketer’s View of Design Thinking and Why It Works

Design Thinking is Not Just for Design TeamsAs a career marketer with a great passion for innovation, I was very excited by and curious about the concept of Design Thinking when I first started to read about it. At the same time, I was a bit skeptical. It seemed to be perfect and logical for...