Interview by Jonathan Kersting
Aspirant, a global management consulting and technology firm, announced the promotion of Michele Petruccelli to Vice President. She will continue her current role as Director of Aspirant’s Marketing & Innovation practice, and reports to President Mike McClaine. The company’s headquarters are in Pittsburgh.
Petruccelli joined Aspirant in January 2018, where she created and has since grown the company’s Marketing & Innovation practice. She specializes in brand strategy development and execution, consumer insight, design thinking, competitive scenario planning, and capability development. Petruccelli worked with a variety of clients across the U.S., including Novartis, Highmark, Lakeview Health, and Gateway Health.
Transcription:
This is Jonathan Kersting with the Pittsburgh Technology Council and Techvibe Radio bringing you the TechVibe Radio One Mic Stand. I get the honor the privilege of talking to the coolest people in Pittsburgh technology ecosystem. We start this thing up. Oh my goodness, like eight months ago, right as the whole COVID thing happened. It just keeps growing and growing more and more conversations. I keep running into some great people. And today I'm really excited because somebody actually is a neighbor of ours here at the Pittsburgh tech Council, right across the courtyard at a at a nova place, which we're not really at that much. But today, I'm actually in our offices doing this. So it's kind of weird. We have Michele Petruccelli from Aspirant today hanging out with us today. So Michele, welcome to the show today. So glad to talk to you.
Oh, Jonathan, thanks so much for having me. I'm so excited to talk to you as well. It's me and Nova place. I was there yesterday, but now I'm at home.
Exactly. And I'm gonna be going home after this.
It's all good. Now, it's all good. It's kind of weird how we've all been maneuvering over the past many months. And we've all adapted to our new ways of doing COVID I mean, you kind of had a cool thing kind of happened to you guys that Aspire and so tell us about your role to spire in the new stuff that's kind of going on the right yeah.
So I'm, I'm I've run our marketing and innovation practice satisfier. And I've been with aspiring for two and a half years and absolutely love it. And we have been so fortunate, blessed during that we are growing gangbusters. I just love hearing that. That makes me so happy.
It's so great. So now good thing we're working at home because we'll outgrow the Nova Place. We have been onboarding new people, but I'm just having really great successes with our clients. We have great clients that we've been able to help a lot through COVID. Give us your background to give our listeners a quick little little like elevator tour elevator pitch. Yeah, despite what you guys do, talk about your background cuz you got a cool background, like even given so many cool things.
I'll try to make it nice and quick. But so I I'm from Pittsburgh, and I started at PNC, in small business lending. And while I was doing that, I kind of navigated into marketing and realized that's what I was really passionate about. And I got my MBA at Katz. And then when I left PNC, I went to GlaxoSmithKline and other you know, local time, and was there for a number of years running all sorts of fun brands like Toms and Aqua Fresh citrus, oh, lots of products and having a really, really great time. And then I moved to New Jersey with them and came back for a really cool opportunity for a company here that's now known by the name pcna. But Leeds at the time. So products, and I ran their product development group, just really exciting. And then I just had this bug to do my own thing. Or at heart. So in 2010, I started my own Petrucelli, consulting consulting practice, okay, a blast helping clients and marketing and innovation projects, lots of facilitating workshops, just having a really great time. And then in I guess it would have been 2017, I started talking to a good friend of mine who you know, well, Mike McLain, who is on the show before I think I've heard he's been a couple of times. And he's also he's a repeat offender on TechVibe. I forget about that. Yes. Yeah.
He is. And he's up for the CEO the year finalist for Tech 50. Yeah. So really great guy all the way through, worked with him at GSK. And he started telling me about this company called aspirant that he was working for Super intriguing talk to him for about a year doing some dinners. And finally we flew the Yeah, yeah, yeah. But a couple times, he was asking him like, Oh, yeah, I'm happy with my thing. Consult with you contract. Then he invited me to meet the people and I was sold, you're like done, I'm doing it on growing something like we're doing at Aspire and I was so excited the people that were adding, I'll use completely aligned to mine. And really the impact in the Pittsburgh region, and our collaboration with our connection of hope, and I'm wearing purple today, because it is a Domestic Violence Awareness Day, something that is really near and dear to our hearts at aspiring and Women's Center and shelter of Pittsburgh. As soon as I saw that with aspiring, I was like, You know what, this is cool. This is cool. That's awesome.
Look back for two and a half years. It's been great.
Now, I see. I love when folks with your experience, then you bring it back in to the world at a place like Aspirant because then you can really boost them. You're bringing in a new bit of energy that I think just allows these companies to start doing new and great things. And so what what are the core things that aspirant does and tell us like kind of what you lead up at Aspirant.
Yeah. So I lead up marketing and innovation really is helping customers, or customers with digital marketing, strategy, brand awareness, all that good stuff, new product development. But what's really cool is that's what I was doing on my own. But at aspirant, what I'm able to do is partner with our other full service management consulting firm, really values base with technology as a differentiator. So we can add so much more value, we have very experienced consultants. And so a lot of the work I'm doing is merging kind of organizational effectiveness with marketing and be able to do a lot more. So we're able to use like, brand experience in and embedded into organizations, we're able to really help culture changes in marketing organizations. And so it's just, it's really, we're able to look holistically at the business. And we're so nimble with experienced consultants, we just collaborate to, you know, bring way more value that I could have done on my own.
That sounds like a lot of fun. I can fired up to do that. That's, yeah, great. It's so fun. So I remember way, way back, as COVID begin, you guys were like on the ball. We pick up new services, we actually use it at the PTC, we did this assessment that you guys put out? Yeah, we're able to kind of take the temperature of how our employees were feeling like like in this Yeah, how people are working from home, they feel connected. And I just thought that was such a powerful thing to do. I was amazed at how fast you guys spun that up, we took it, you were actually able to see like, here's some people that need a little more help, but they're not feeling good. And we're able to do it. And it really kind of cool, you know, way where it's not like this intervention thing, but we could just really see who's hot and who's cold at the Council. And it was interesting
how that came about. Because we as we were home our first couple weeks of quarantine, we were talking about, like, what can we do to help I mean, there's so many people that are, you know, in transition and and there was so much unknown, and we have this amazing technology. So we just, you know, had a little brainstorm, came up with this idea. And then literally immediately, we ended up talking to 7000 employees. Oh, my God, you serious? Yeah, that's awesome.
And we continue to talk we were we were 16 of them.
I love it. I'm so glad you guys did that. Because I mean, it sounds like for you guys, it was very enlightening. And it gave, you know, it gave actually, it confirms suspicions as well, too. But I actually confirm suspicions as well, too.
Yeah. Right. And it was all anonymous, honest. But interesting is that something that merge our technology, our digital discovery tool, which basically experienced and that's part of our organizational effectiveness practice. And it helped us to really talk to a lot of people we offered it, you know, free to every company and, and what we've done is been able to then for some companies, they had a baseline and now we're continuing to do some employee listening and exactly, and how it's changed, like from when you guys took it probably the COVID Oh, yeah. And now, you know, people were surprisingly thriving and, and hitting their groove. And you know, there are some challenges, but now we're seeing people are in their groove preferring being at home, but there's some burnout. And because there's no end and beginning to the deck. Because we've learned so much and been able to, you know, help a lot of clients that way. And we use the tool. I use it in marketing innovation all the time. I believe it. Yeah.
Now. So cool. So I mean, you mentioned before you guys are hiring, so obviously you're you're doing well through COVID, which is just makes me really happy to hear that because I want it I want every company doing well. So what is what is it? What is it that is working? so well for you guys? What are you guys doing? How are you guys growing? Like, what's up with that?
Yeah, I'll tell ya, I think where I, you know, we have the right size organization with experienced people that can really jump in, and help quickly to assess problems for our clients and, and really partner with them to, to make solutions together. And we're able to offer that with very experienced people at a value to be quite honest. And so we're hitting that sweet spot. The other thing is, we were in clients at the time of COVID. And literally just partnered with them as if you were part of their organization, and saw while we were in there all these opportunities that we could help. And we just kept, you know, the client I was working with at the beginning of client of COVID. I have, you know, tenfold groom teams there because we add we added 10 more people where I was because they need the help and they see the value because they see these experience of folks that can make an impact quickly. And and they're you know, they have gaps either in staffing or expertise and, you know, we're really part of their organization and it's you become the Fifth Beatle of these organizations at a certain point in time. Yeah. Or I would actually say the sixth Stone. I'm more of a Stones dude than a Beatle dude.
I like us. Yeah. And you say that.
But again, I feel so blessed we have we have great clients. And, um, we just are able to to go in and partner you know, so well with them. And now we need more of that, right? We need more people. And so we hire that just we're so we have really great people. I love working with all of them. Like we just keep trying to get more. And so that's where we're at. You mentioned you're running out of space. I think people need work from homes work. And I was like I said, I was there yesterday, there were two of us. But I'm also really impressed with both with our clients and with aspirant is how we have onboarding people.
Yeah. Have you done that? people that haven't even met face to face? Right, exactly. What's that been? Like? I mean, that's got to be the craziest thing. When you hire people, you never get to actually seek them in the flesh.
Well, thank God, right? This way. But, you know, we we've put a lot of thought and time into it both from a like onboarding people at the client, and how do you make sure that they fit well, as well as our own employees. And so it's been seamless? Great, thank you. So happy to hear that it's great to tell the story around, there's companies out there kicking some butt because what they're providing, it's just so needed out there. So the future, obviously seems very bright for you guys. How do you see things happening in the next six months? I know, it's hard to predict.
Yeah, no, I think, you know, what's interesting is, I just see lots of potential. And we, again, we are staffing up to be able to, you know, really be able to cap to work with our clients and supply what they need with with the demand that's there. And what's happening is, we've got now you know, we've got lots of great people, and we're starting to get more awareness in it. And more people are coming to us too. So we just feel very fortunate getting great talent. And I think that makes all the difference. It's the people and the right values, that persevere, that are humble servants to our clients, and really, that are client focused. And I just see, I see a lot of growth and marketing and innovation, of growth in organizational effectiveness. So really helping the companies as you know, as we navigate this new normal, normal, of course, yeah, exactly. Normal.
You know, but even as some companies are partially open data on different models, there's a lot of support being done there. And another common thread that I'm seeing across Yeah, is the need for good leaders that can lead programs and projects that are kind of helping to transform these organizations. So that's a lot.
Good point. Very good point. So I want to switch gears a little bit. I want to learn more about you and what you've done. You've done some impressive work over the years. And one of the big things is the tech council were really, really trying to put into double overdrive trying to get as many women as possible, interested and engaged with tech and business. Yeah, it because there's not enough there's not enough representation. There's not enough Michelle Petruccelli is out there that are that are kicking butt and we want to we want to help those numbers. So I want to take this time, just talk a little bit about like, what's inspired you over the years? What got your interest? How have you been able to navigate and find success as far as mentors?
Okay, really great mentors. From the beginning of time, I don't think I ever realized that I was being mentored.
That's cool. That's the best type of mentorship then right? Yeah, exactly. Like from, you know, I just I've always sought out people that I can learn from them for navigate. When I worked at GlaxoSmithKline, they had a formal mentoring program, which was on some of my greatest mentors come from that experience. And I also have been very involved with community around men mentoring giving back as well. I'm on the board of Big Brothers Big Sisters. Okay, Pennsylvania, and I have a mentee. And so that to me, is like being involved in mentoring ship with schools. I do I teach adjunct at Katz so meeting people that you can kind of mentor through career navigation, but we have to just all really promote women in technology in business and involved with these communities. I think they're in these these different there's so many great organizations in Pittsburgh, so what would you like when you're in like the second grade then? So shy! You were shy? No. I don't believe that for a second.
Funny you should say the second grade because grade is when I started up figure skating. I was not a political person. Okay? really changed me from I had mentors that helped me navigate my skating career. Interesting.
I must be honing in on something.
Yeah out of college job offers between going into business and Disney on Ice skating. My goodness, are you serious? And, but the business route, that was a good choice. But Disney on Ice could have been kind of cool, too.
So so what I'm trying to figure out is, is like, I see so many. So many times, I see like, girls, were there just passed up, like it's considered your'e a girl, you're not going to be interested in math or science, you're not gonna be interested in business. And it's just like, What are you saying? And so I mean, what was it that got you interested in business? And obviously, it's like, you have this drive, I guess, behind you that that really seems to be your, your essence. But like, how do we make sure that the and get through the mentoring and through education, buteducation starts in schools, I think in families, my, my dad all along was, you know, what do you want to do? Here are the options and believe me, I'm like a little kid in a candy store. Like there's so much to do.
Dad was actually kind of pointing things out to you along the way. And yeah, dang. Okay, still does today?
Of course, they never, they're never gonna stop.
Exactly. But But I think the whole idea about starting early and consistently, you know, I think the schools are doing a great job with all the science, you know, focus and watching kids, it's, you know, the sky is the limit, there's so much opportunity.
Yeah, I feel like nothing but good things are really gonna start happening. So I do feel like it's catching, it's getting momentum. We also have a whole group of people that are kind of stuck in between, I see lots of folks where maybe they've been in the in the job market for you know, they've been in the career for five or 10 years. And they're kind of stuck in an organization. It's like, they're not being listened to all the time. You know, once again, oh, you're an administrative assistant, or you're a junior something, but you don't know, we're smart. People are talking about, like, how do we help those women? I guess there's more mentorship going on there as well, too.
There is. And I always tell people that asked me about like, how, you know, how I navigated? It's, you know, it's really, networking gets a bad rap, but that's what it is talking to people and and, and, and I think from, like a leader perspective, open those coffees, you know, coffee times up, interesting, making sure you're talking to all of your employees, regardless of what level to understand. And they want to do because I don't think I think about when I started, really, no, I knew I took some marketing classes, and I interviewed and I was a finance major, but I really liked some of that stuff. But I totally started to talk to people and see what was out there and have mentors to help me navigate, I think people can feel stuck. And I think it's a two way option one is you've got to ask the question, just go talk to people.
That's what I'm glad you brought that up. Because I feel like, um, you need to empower yourself, right? I mean, you gotta, you got to realize that you're not where you want to be. And so you got to start asking questions, you got reaching out, because because no one's gonna do that for you necessarily, unless you're extremely lucky. And that's no one's gonna babysit, you put it in your own wheelhouse to do it, you're at least gonna get that you're in charge of your own develop what you want to do, and you ask that you have to. And the thing I would also say is, if you're kind of in one narrow track, and it's not that fulfilling anymore, just see what else is out there. Because it really there is so much and I feel like I learned definitely by mentors and opportunities, amazing Pittsburgh organizations I've worked in. But also by kind of trial and error, I see something I'm like, well, that looks kind of cool. Well, that looks kind of cool. And everything looks kind of cool to kind of narrow until I found you know, where I wanted to go. And I'll tell you even what I'm doing now, not just doing strict marketing. I mean, my position now I'm, you know, part of the leadership of Aspirant and doing some really cool stuff. And like, for me, it's three things you have to be making an act of learning and having fun. Mm hmm. What I think you know, as people navigate their careers, they have to be looking at, you know, what drives them and and not feeling like they're stuck.
Exactly. That's a really good advice. I'm glad you gave that to us and Aspirant is super lucky to have you because I think part of their secret sauce is how they're navigating through COVID and still kicking butt. I think it's a great story. And I really appreciate your candor, and honesty about like what it takes to be a woman and working in the tech industry and giving some advice to folks out there so they can, you know, move along and be brought on by pleasure.
I could talk to you forever. This is I love I love them anyway, I can help honestly I feel like there's so much that we can do in our community. Yeah, to continue to help people navigate through and promote the diversity and have all these amazing talents and people. The Pittsburgh tech Council has a lot of programs we're just spinning up now we will definitely reach out to you cuz I think some of them I'd love to give you more details on that and I tell you what, Michele, what a pleasure talking to you so much fun. I love the positive energy and pumping me up that's for sure.
Oh, thanks, Jonathan. I feel the same. You want to talk let me know when you're at NOVA and we'll have a cup of coffee.
I know where to find you.
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