We Wrote the Book on This Stuff.
Literally. And the blog is where we keep pushing the thinking—on marketing, communications, PESO, and leading without the spin.
Communication | February 12, 2026
Leading with Strategy Doesn’t Require Permission
Stop waiting for permission to lead. Travis Claytor shows how communicators can use the PESO Model® to build trust, earn influence, and move work forward.
Communication | February 10, 2026
The PESO Model Certification® is Now Built for AI Discovery
The PESO Model Certification® has been rebuilt for 2026 to help marketers and communicators engineer visibility, credibility, and trust in an AI-driven discovery world. Learn what’s new, how it works, and what you’ll walk away with.
Communication | February 5, 2026
Why the PESO Model® Needs an Operations Engine
The PESO Model® isn’t about doing more. Shelly Verkamp says about doing what works—on purpose, with purpose, through a system that supports the results you want
Communication | February 3, 2026
Corporate Communications and the Cost of Silence
When leaders stay silent during visible disruption, “declined to comment” becomes the message. A communications playbook for clarity: plan, script, protocol, updates.
Artificial Intelligence | January 29, 2026
The Visibility Engineer Toolbox
Feeling stuck executing instead of leading? Travis Claytor breaks down the Visibility Engineer toolbox and 10 skills that move the PESO Model® strategy forward.
Artificial Intelligence | January 27, 2026
AI Comments Don’t Build Relationships
AI-written comments on LinkedIn and Reddit don’t build relationships—they build distrust. Learn why they backfire and use the 3S Comment to show up human in 60 seconds.
Communication | January 22, 2026
Why Brand Trust is More Important Than Novelty
Brand trust is most fragile during change. Melissa Wickes explores how brands like Chewy and Costco protect loyalty with empathy, consistency, and clear comms.
Communication | January 20, 2026
A PESO Model® Primer for Marketers and Communicators
Gini Dietrich helps you explore the resilience and adaptability of the PESO Model® in the evolving media landscape, especially with AI beginning to replace Google in how people search.
Communication | January 15, 2026
Everyone Wants Virality. No One Wants Consistency.
Going viral might sound appealing, but it doesn’t build a brand. Travis Claytor explains how consistency leads to far greater impact than virality ever could.
Communication | January 13, 2026
Publicity Is Dead. PR Is Not.
Sir Martin Sorrell says “PR is dead.” What he really means is “publicity.” Modern PR builds credibility, educates LLMs, engages humans, and drives revenue.
Communication | January 8, 2026
How Retirement Led to the PESO Model®
At the start of 2025, Shelly Verkamp planned to retire. Instead, she joined Spin Sucks and began an adventure with the PESO Model. She shares her journey!
Communication | January 6, 2026
The PESO Model® in 2026: Evolved, Operational, and Built for AI
The PESO Model® has evolved into a marketing operating system that helps leaders integrate AI, align teams, and do more with less.
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Spin Sucks has helped leading brands and agencies operationalize PESO—from Fortune 500 brands and top-tier universities to agencies and solopreneurs.
Spin Sucks helped us do what every CMO talks about but few actually pull off—turn marketing into a measurable, strategic growth engine that delivered 6x performance improvement with the same resource investment. PESO isn’t just an operating system. It’s a competitive advantage.”
I just received great feedback from a partner in Global Costumer Office (operations) saying that while your Insight Circle today doesn’t relate directly to his work, he found it really aspirational and inspirational! He came to learn more, and you exceeded his expectations.”
We started thinking about PESO as a way to ensure all media types are covered during our campaigns instead of leading with paid and bolting on other tactics. You’ve given us a completely new way of working that has infiltrated our daily workflows.”
— CMO, global pharma brand
During the PESO training sessions with you and your team, we had an internal goal of having 100% participation from a certain segment of marketers. Not only did we reach that goal, but we had a big cohort of optional learners, too.”
— CMO, global pharma brand
Your Insight Circles were the most well-received training we’ve ever done. You averaged 150 attendees—during the summertime!—which is unheard of during normal business cycles, let alone in the middle of summer vacations.”
— CMO, global pharma brand
Explore & Learn
Toolkits, trends, and thought leadership to help you apply PESO and lead an integrated strategy.
Books
Explore books by Gini Dietrich, including deep dives on the PESO Model and modern MarComm strategies.
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Smart, practical, and (let’s be honest) kind of funny. Stay current on trends, tactics, and leadership with 100,000+ readers.
Podcast
Get insights on PESO, leadership, and the evolving marketing landscape with Gini Dietrich.
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Watch fireside chats, expert interviews, AMAs, and more — designed to make integrated marketing and comms practical and powerful.
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