The Spin Sucks Podcast with Gini Dietrich

Thought Leadership for Executives Who Don't Have Time

Your executives have plenty of thoughts. They just don't have time for your thought leadership calendar. In this week’s episode of the Spin Sucks podcast, Gini Dietrich s

Why Your Marketing and PR Measurement Isn't Telling Leadership What Worked

Your executive team wants "the numbers" by Friday, and you know what's coming: six logins, a Thursday-night spreadsheet, and a CEO asking, "So what actually worked?" The

The PESO Model® Diagnostic: The Novartis Tight End

Novartis made the most likable pharma ad of the Super Bowl—Gronk, hammocks, "relax your tight end"—and won the Pharma Lions Grand Prix at Cannes for it. But when paid med

When Men Use AI, They're Resourceful. When Women Use AI, They're Cheating.

Give 1,000 people the identical AI-assisted résumé and change only the first name, and James is "resourceful" while Emily "can't even write a CV herself." Three studies t

AI Isn't Disrupting the PESO Model®. It's Proving It.

A new report says earned media is disrupting the PESO Model® for AI discoverability—and a second survey, published the same month, says paid media matters most. They can'

AI Agents Are the New Gatekeepers

In this week’s Spin Sucks podcast episode, Gini Dietrich explains why the AI persona you built last year just got promoted to referee, the only two signals it checks befo

AI Visibility Is a PESO Model® Problem—and You're Closer Than You Think

Everyone is writing the same article about AI visibility: it's a new discipline, and—what luck!—they sell the thing that fixes it. Nope. AI systems reward probability, no

AI Visibility Starts With Trust—and You Can't AI Your Way Out of a Trust Problem

Everyone wants the AI visibility tool with the free trial and the dashboard. We don't have one to sell you, and neither does anyone else—because if AI isn't recommending

The PESO Model® Diagnostic: Duolingo Built the Internet's Favorite Brand on Rented Land

Duolingo built the internet's favorite brand on rented land—the best shared media engine on the planet, run through one green owl on platforms it doesn't control. In this

Your Org Chart is Sabotaging Your Brand

Your best work goes into review sounding like your brand, only to come out sounding like a terms-of-service update—and legal isn't actually to blame. Nearly 80% of CMOs t

Reputation Management Now Includes What AI Says About Your Brand

AI tools are already answering questions about your brand—to your buyers, your board, and the journalists who cover you—and they're confidently wrong often enough that on

How to Defend Your Marketing Budget in Language the CFO Actually Speaks

Gartner predicts that more than 40% of CMOs who push for bigger budgets this year will lose influence with the C-suite—because their asks never connect to what the busine

The PESO Model® Diagnostic: How HubSpot Turned Owned Media Into a Moat

HubSpot lost roughly 75% of its blog traffic to AI search—and grew revenue 19% anyway. Everyone wrote the obituary for content marketing, but the traffic that died was th

How to Show Up Inside the Answer: A Visibility Engineering Playbook

Your buyers are asking their AI tool of choice who to trust—and if AI doesn't cite you, you don't exist. Communicators missed SEO once because it felt "too technical," an

CMOs Don't Have an Influence Problem. They Have an Operating System Problem.

A new Lippincott study says only 28% of CMOs feel they have real influence in their organization—and your CEO has probably already seen it. Most people blame short-term t

Inside the PESO Model® Certification

You understand the PESO Model®, so why does it still feel like a pile of tactics instead of a system that runs? In this episode, Gini Dietrich takes you inside the PESO M

The PESO Model® Diagnostic: What Peppa Pig Can Teach You About the Difference Between a Campaign and a System

A cartoon pig ran one of the most integrated campaigns I've seen in years—and it still leaves the most important question unanswered. In this week’s Spin Sucks podcast ep

The 4 PR and Marketing Metrics that Matter for AI Visibility

Your dashboard is full of green arrows—and your CFO still isn't impressed. That's because most of what we measure flatters us instead of informing us, and the numbers tha

Your Measurement Problem Isn't Really a Measurement Problem

You're doing the work—the content, the media, the campaigns—and the minute leadership asks what it's all worth, you've got nothing to hand them. So you go looking for a b

The Visibility Gap: Two Halves, One Operating System Problem

Google just announced the biggest change to Search in more than 25 years, and your CMO is about to ask if you're on top of it. You probably are — but the work doesn't hav