Even before joining the Master of Global Management program at the Thunderbird School of Global Management, Aayushi Patel learned the importance of strong listening skills.
Originally from Gujarat, India, Patel started her career journey in sales and marketing. She had already completed a first master’s degree in management in India and worked with international clients.
“I was working in sales and marketing for customers in my region, and then I started getting exposure to international clients,” she said. “That’s when I understood that I need cultural context if I’m going to be effective. I need to know the tone, messaging style, and what the tagline should sound like in different markets.”
In that work, she realized a gap.
“People have so many different perspectives,” Patel said, “and you need to understand them first. You need to get in their shoes, understand what they’re saying, and then you can respond and build on ideas together.
“I was working in sales and marketing for customers in my region, and then I started getting exposure to international clients,” she said. “That’s when I understood that I need cultural context if I’m going to be effective. I need to know the tone, the messaging style, what the tagline should sound like in different markets.”
Learning to market across cultures
Marketing language, she said, is not universal.
“In a lot of Asian markets, you often lead with the benefit and promise gain. In Western markets, messaging is more direct. You don’t bundle the message. You just say what it is.”
That insight led her to look for a graduate program that combined analytics, digital marketing and global exposure.
She chose Thunderbird for its expertise in global digital transformation, its network, and its hands-on requirement to work with real companies across the world through the Global Challenge Lab, Thunderbird’s capstone course for applied consulting experiences.
“I don’t think any other school gives this level of global exposure,” she said. “You work with people from all over the world from day one, and you also get to work with companies in the U.S. so you learn the work culture here.”
From classroom to startup reality
That approach shaped her academic experience — and when she joined a small startup as a marketing intern, it was put to the test.
Patel got in touch with the company through Blackstone LaunchPad at Arizona State University, which connects students with venture and startup opportunities. She said she applied to multiple internships through that channel, but she went a little further for this specific opportunity.
“I reached out to the founder on LinkedIn,” she said. “He comes to Venture Café regularly, so I went to meet him in person and introduced myself. I told him my background, and he called me for an interview.”
That first impression mattered.
She said that in early-stage companies, technical skills can get you in the door, but soft skills keep you in the room.
“He told me right away that what impressed him were my soft skills, the way I approach people and frame things, and knowing what to say, when to say it, how much to say. Your resume and cover letter show the technical side,” she said. “Networking shows the soft side. You need both.”
When Patel joined the company, she walked into a team of five people. There was no dedicated marketing lead.
Although her title was marketing intern, her work relied on her setting the company’s marketing strategy from scratch alongside one other intern. From May through August, she worked directly with the founding team as the company prepared to launch a new piece of protective hearing technology. Anthony Dietz, the founder and president of Paxauris, was adamant about her contributing to the company beyond the traditional expectations of an internship.
“In my previous job, there were rules and approval structures. You knew who to ask for what,” she said. “In the startup, there were five of us, and everyone was doing everything.”
“In startups, everyone has strong opinions. In our team, all five of us were from different cultures. We were told to put our opinions forward — but defend it, bring a reason. Don’t just say something because you want to participate.”
Empirical reasoning is important, she said. While marketing often gets reduced to creative ideation and aesthetics, rigorous research, analysis and logical reasoning was what made her strategies so effective and served as the foundation when advocating for her plans to get approved by John Dietz, the CEO of Paxauris.
That expectation to defend ideas, she said, matched what she was learning in Global Negotiation and Global Communication from professors Susan Harmeling and Denis Leclerc. Those cultural lessons proved useful in other aspects as well.
Despite operating out of a home office space in Paradise Valley, Arizona, the team culture at the company was formal and established
“Everything was documented. Every meeting was scheduled with time stamps and follow-ups,” Patel said. “Even if I needed approval from Anthony or John, I had to book time. Nothing was casual.”
That formality, she said, reinforced a habit she plans to keep in other aspects of her communication.
“Even if you’re sending an email 10 times in one day, you still introduce yourself and explain the context. You never just start typing because you’re comfortable. You’re representing a brand,” she said.
Building trust — not just a brand
Representing that brand internally was important for what she would accomplish later in representing the brand externally. At first, the company’s Instagram account had around 200 followers, and the content was mostly hand-drawn, magazine-style illustrations.
“Anthony is very experienced, and his style was shaped by print, sketch work, and doodle-style ads,” she said. “We respected that, but we also had to make the brand look consistent and modern across platforms.”
Her first task, during week one, was to help build a formal brand kit. That included color, tone, fonts, packaging language, visuals and how to talk about the product. From that process, the team rebuilt the website and relaunched social media with a consistent look.
Then came the first breakthrough moment.
The team produced short-form video built around a single visual hook, showing the company’s earplug being inflated. The inflation creates a visible “bulb,” a visual that the audience thought was “cool” according to Patel: “It made people stop scrolling.”
That first video hit 100,000 views and produced nearly 200 new followers on Instagram within a day. A second video focused on the product’s earlier prototypes, including a version that used magnetic material. That transparency into the development process, she said, built trust.
“For a startup, behind-the-scenes content is essential. When people see your failures and what you learned from them, they start to trust you.”

Paxauris' patented Fluid Earplugs were developed over a decade of trial and error. Courtesy photo.
The product itself is a fluid-filled, inflatable earplug designed for hearing protection. The company positions it as a daily-use item for swimming, loud workplaces, concerts and everyday noise exposure. The product is also intended to help prevent ear infections and long-term hearing loss.
The design, she said, is the result of over 10 years of engineering work by the founders Dietz and his brother, John, who supports the business functions at the company.
“They tested every pain point themselves,” she said. “Comfort, seal, fit while swimming, infection risk from water; they wore foam plugs for a year just to map the problems.”
The company cycled through multiple iterations, including what she described as a “music-style” version and an early fluid version that raised concerns about safety if it leaked, which led the company to fill the piece with glycerin instead, an option much safer than the alternatives.
By the time of the Kickstarter launch, Patel said, “we were already on something like the fifth series of the fluid earplug, and we had around 250 beta users across different industries giving feedback.”
Marketing the product meant walking a line. The team wanted to present a lifestyle product, something you might carry the way you carry sunscreen, but they also did not want to hide the medical purpose, which includes hearing protection and infection prevention.
“We couldn’t just sell it as a cool item. If you sell the cool part and hide the medical part, people buy it with the wrong expectations,” she said. “But if you only say ‘medical,’ people get scared off. So we built a mixed message: 20–30% of what we were putting forward was medical, and the rest was lifestyle.”
She said the company tested two ad versions, one strictly clinical and one that combined protection messaging with lifestyle positioning, with the latter performing better.
“That result set the tone for everything after,” she said.
The campaign reached its initial funding target of $10,000 in the first 26 minutes after it went live on Aug. 5. By the end of the campaign’s first stretch, she said, the team had passed $80,000 in pledges and continued to climb to its current amount, opening the month of December at over $150,000.
“It was overwhelming, and it also became a responsibility,” Patel said. “The moment we hit the goal, all eyes were on us. We had to speed up production, packaging, communication, everything. We thought we could post twice a week on social media, and suddenly it became two posts a day.”
As the campaign took off, Patel said her role shifted again. In addition to daily content across TikTok, Instagram, Facebook, LinkedIn and the company website, she began direct outreach to reporters.
She said she contacted 78 journalists over two weeks, sending initial background information before launch, then updates at milestones at the first funding goal, $50,000, and then upon reaching $80,000.
“At first, nobody replied,” she said. “Then, on my last day, I finally got five responses and interview interest. That felt like a gift.”
The early success, however, created two challenges.
“When we crossed our goal in minutes, production and supply chain had to scale immediately,” she said. “Everything tripled.”
Second, counterfeits.
“By the time we raised about $100,000, we started getting scammers,” Patel said. She said companies, including some based overseas, began scraping Paxauris’ ads and posting similar products for sale on large marketplaces, including listings under the company name.
“If you search Paxauris on Amazon right now, you’ll see a lot of products,” she said. “None of those are us. The real product is only on Kickstarter at this stage.”
That experience also changed how the company thought about its target audience.
“At first, we focused on people over 30, because that’s when most people start to care about hearing loss,” she said. “But scammers were marketing to younger people. We realized we should be talking to younger swimmers and to parents since ear infections from swimming are so common in children in the U.S.”
Patel said much of her success in and outside the role came by treating every interaction as meaningful, advice she gives other T-birds as well.
“From the first day, give importance to small conversations,” she said. “Talk to the café staff, talk to your classmates, talk to someone you meet on the Tempe light-rail; you never know what you’ll learn from that person.”
She also urged new students to pay very close attention to developing their soft skills.
“Your technical skills are going to be tested in technical rounds,” she said. “In the first interaction, what matters is how you listen, how you talk to people, and how you work in a team.”
That mindset, she said, helped her step into an early-stage company and contribute to its culture.
“You celebrate your teammate’s win like it’s your own win,” she said. “That’s something I learned here.”
As she prepares to graduate in May with a master’s degree in global management and a concentration in global digital transformation, Patel sees her time at Thunderbird and at Paxauris as part of the same lesson. The technical skills, global exposure and cultural frameworks mattered — but it was learning how to listen, adapt and communicate with intention that allowed her to make an impact.