Gini Dietrich

#FollowFriday: Lisa Gerber

By: Gini Dietrich | May 13, 2011 | 

This is not my typical #FollowFriday. Typically, as many of you know, I recommend only bloggers and authors, with the intent of introducing you to new voices and helping them increase their networks.

But today, though most of you likely already know her, I want to delve further into our chief content officer, Lisa Gerber (aka the face behind Spin Sucks on Twitter).

Lisa and I met at Counselor’s Academy in Palm Springs two years ago. In fact, we met two years ago today (I know this because we’re at the same conference in Vegas right now). We instantly became friends/bosom buddies/soulmates and wondered aloud, many times, how we could create a way to work together.

But Lisa lives in Idaho and I live in Chicago and, while technology makes the divide not so great, I knew how important it is to have a start-up team in one spot while we launch, and get through the first year of, Spin Sucks Pro.

And she works with local companies who don’t care to have a presence in Chicago or New York, so it didn’t make sense for her to form a partnership with us.

And then, last summer, I heard Tony Hsieh speak. He talked about how he and his executive team went to college together and how they’ve been friends for a very long time. He talked about how important it is to have people you trust around you as you launch and build a business. He talked about the misnomer of working with your friends, as long as you know you can trust them to do their jobs and have the business’s best interests at heart.

It went against everything I’d heard before about business growth, but I’d hired strangers (some who, later, became friends) throughout the growth of Arment Dietrich and, because I was giving up some equity in Spin Sucks Pro, I thought, “Why not?”

I was lamenting to Lisa that I wish she lived closer or that we could find a way to work together. I said I really needed someone on the executive team who could be in Chicago for a year after we launched.

She said, “I’ll do it.”

I’m sorry. WHAT?!

And she did. In January. She left her husband and her dogs and her skis and her mountain bike in Sandpoint, Idaho, and she moved to Chicago in the worst month of the year. She left stability and control in exchange for working in the gray and the hopes of being part of something that will change the perception of the PR and marketing industries for good.

She is a calming force in our office. She understands the need for balance and, in her quiet way, she’s a huge influence on me. She helps us all understand the need to rest, relax, and recharge (which you all know is VERY hard for me). She is a balance to my ultra-competitive, super-charged drive because, while she’s as driven as me, she has a more encouraging way about her.

What started out as friends has become a peer, a trusted advisor, and partner in the truest sense of the word.

If this doesn’t convince you to love her immediately, then find her on Twitter (both as Lisa and Spin Sucks), see her blogging here every other Wednesday, or find her in the comments. Oh! And wish her a happy birthday!




About Gini Dietrich

Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro. Join the Spin Sucks   community!

  • I’ve gotten to know Lisa relatively recently, but the friendship that’s forming will, I think, go a long way. She’s absolutely amazing, and you are so lucky to have a friend like her.

  • YAY! That pic brought a HUGE smile to my face first thing this morning. Lisa is the BOMB!

  • LeoWid

    Wow, that is what I call commitment and real passion. I have only known lisagerber on a few very brief occasions, yet her kind manner on emails and comments made me pay closer attention to what she is doing immediately.

    So, kudos to you Lisa and reshared it is, hope lots of more people will follow you 🙂

  • KenMueller

    I only know Lisa through this blog, Twitter, and a few emails, but I know I’d like her in person. Certainly a recommendation from @ginidietrich doesn’t hurt! (Yeah, I think I like her, too). I’m just thankful to have met so many great and genuine people lately, many through Spin Sucks!

  • Love the photo and love the recommendation! I think lisa gerber is a huge asset for you professionally and it sounds like personally. We all need a little balance, don’t we! And next year ladies, look out, I’m crashing the Counselors Academy party! Have fun!

  • Lisa is simply amazing. When I first started lurking around SS, yes I didn’t dive in there right away, she was the one who reached out and started engaging with me online.

    I then discovered she speaks better French than I do and has a passion for the hills. What is there not to love ?

    lisagerber the invite to cycle the Ventoux still holds, and ginidietrich is also welcome, although she might slow us down 🙂

  • rustyspeidel

    The 1-2 punch.

  • ginidietrich

    @johnfalchetto *I* might slow you down?! HAHAHAHA!! LOL!

    I didn’t know that’s how you guys met, John. That makes me even more proud of her!

  • KenMueller

    @rustyspeidel kinda like Thing 1 and Thing 2 from Dr. Seuss. Only question is…which is which???

  • ginidietrich

    @Shonali And you get to meet her in less than two weeks!

  • ginidietrich

    @Sean McGinnis I was finishing this yesterday, while she was sitting next to me, and she wanted to know why I was looking through her Facebook photos. So I had a photo taken of us last night. Bwahahaha!

  • ginidietrich

    @LeoWid She’s great, isn’t she?!

  • ginidietrich

    @KenMueller She’s even better in person, Ken! Her sense of humor is fantastic!

  • ginidietrich

    @EricaAllison I hope you do! It’s so much fun!!

  • KenMueller

    @ginidietrich well, one of these days….

  • ginidietrich

    @KenMueller @rustyspeidel Oh boy.

  • That is just so great. Who says you can’t work with friends? it makes me happy to see posts like this. Our friends keep us sane even when we are not so easy to deal with. You should open an office in New York BTW – I will bring the tracksuit!

  • Hi!! I’m here now. 🙂 This is a great way to start my day, thank you. It’s REALLY interesting to read something someone has written about you, for an outside perspective.For example, really? calming force? I love it! That is a role I am happy to play.

    This year, that I call my urban adventure is an exciting one, and I LOVE working with you. The most important thing is to have make the most of everything, enjoy it (as much as we can) and keep that sense of humor about us!! xoxoxo

  • KDillabough

    I’m fairly new to this community, but I’ve been embraced with open arms, met wonderful people, and now look forward to getting to know @Lisa Gerber even better. @ginidietrich you’ve been a rock for me, and any friend of yours…well, I hope is a friend of mine:) Cheers!

  • ginidietrich

    @NancyD68 We have an office in NY!

  • ginidietrich

    @Lisa Gerber I’ve been waiting for you to see this! I was DYING yesterday when you were like, “Who is tomorrow’s #FF?” Um, not telling! HAHHAH! Love you! xoxo

  • ginidietrich

    @KDillabough Lisa is much kinder than me – I’m full of snark. We make a good team.

  • @NancyD68 We HAVE an office in NY actually – we should expand it however, I agree. and an office in Sandpoint, Idaho – we’ll have all our bases covered!

  • DonovanGroupInc

    Simply put – awesome choice.

  • @ginidietrich I so figured it out! you are not a good liar and I mean that in the kindest way. and needing a picture of the two of us? um, yea. 🙂 Love you back!

  • @ginidietrich @johnfalchetto Yes, she will slow us down for sure. and you know one day I WILL ride those hills with you.

  • ginidietrich

    @Lisa Gerber @johnfalchetto Puh-lease. You do know I ride my bike EVERY DAY?!

  • rosemaryoneill

    Happy birthday @Lisa Gerber ! And nice to meet you. This is the way #FollowFriday should be done, son.

  • @ginidietrich Nice! I will have to visit. Tracksuit will be optional.

  • @Lisa Gerber Bergen County NJ is very close to NYC! Just saying…

  • ginidietrich

    @rosemaryoneill Thanks! I like doing it this way.

  • @ginidietrich @EricaAllison next year is in New Orleans! so yes you must come! (i’m totally spilling the beans all over the place, sigh. Counselors is going to kick me out)

  • TheJackB

    If you can find a way to work with friends I am all for it. It is one way to make work into fun or at least something far more enjoyable.

  • KDillabough

    @ginidietrich Love your snark, sister!

  • JoyFull_deb

    The “ying & yang” of A-D. @Lisa Gerber , sooooo happy that you are there w/ Gini & company. You truly are amazing to just pick up and leave everything and move to Chicago.

    I have nothing to do w/ PR…..I just love @ginidietrich and love the funny, quirky, interesting responses that she usually gets on this blog. I have learned, though, that “all y’all” (lolol) have quick wits & plenty to share.

    Welcome….welcome….welcome. Happy #Follow#Friday

  • And *THAT* @Lisa Gerber is just one of the many reasons we love you. You’ll spill the beans just ’cause you’re excited! NOLA, here I come. @ginidietrich

  • DHLasker

    So cool to have friends that you can work with, trust, and be on the same page with in the direction in which the business is heading. I have enjoyed a similar opportunity/experience in one of my past adventures.

    P.S. Happy Birthday, Lisa!

  • petersonlindsay

    Delighted to have had the pleasure of meeting both @ginidietrich and @Lisa Gerber at #CAPRSA this weekend. Great to see this kind of relationship between colleagues – it makes “work” much more pleasurable doesn’t it?

  • ginidietrich

    @petersonlindsay When I got here yesterday and looked at the pool, I said, “WOW! I can pretend I’m on vacation.” Not too shabby at all!

  • ginidietrich

    @DHLasker It makes all the difference, doesn’t it?

  • ginidietrich

    @JoyFull_deb All y’all. Oh boy. I saw on the news this morning that they’re trying to prevent you guys from being flooded. Fingers and toes are crossed!

  • ginidietrich

    @TheJackB There is a level of trust that is there immediately. It’s really nice!

  • ginidietrich

    @EricaAllison @Lisa Gerber Yeah…I’m pretty sure no one is supposed to know until Sunday!

  • Yay, yay, yay! This was the best FF ever, much better than that goofy thesaleslion 😉 … I loved the heartfelt nature of this Gini and how you’ve partnered with someone that seems to perfectly balance you and also bring the best out of you. Hooray for @Lisa Gerber being freaking awesome! 🙂

  • ginidietrich

    @Marcus_Sheridan I don’t know. I’m kind of partial to thesaleslion !!

  • I’m convinced 🙂

    Lisa you’ve got a brand new follower !

  • ginidietrich

    @Yael Rozencwajg YAY!

  • jennimacdonald

    Happy Birthday Lisa!!! Gini how you describe Lisa as being calm and “She helps us all understand the need to rest, relax, and recharge.” I’ve felt that in the little communication I’ve had with her. She always makes me laugh with her emails, even those about Spin Sucks PRO and the email chat we had about Seattle was very uplifting. I think you’ve found yourself one great partner, congrats to you both! p.s. Lisa I’m not sure how you gave up the mountains for Chicago : )

  • What a great story! What a testament to making yourself uncomfortable on someone else’s behalf–Lisa exemplifies the trust and dedication everyone needs to give that little bit of wind to the sails of our dreams. I’m happy for both of you; grateful you shared the story of how your perspective expanded; and SO glad to be in Las Vegas with both you and Lisa!

  • @ginidietrich Yes but there are no hills in Chicago 🙂 @Lisa Gerber

  • CristerDelaCruz

    You guys are too cute! I LOVE your yellow jacket, Gini. And Lisa… the earrings! 😉

  • ginidietrich

    @jennimacdonald Jen, shhhh! We try not to talk about the no mountain thing!

  • ginidietrich

    @MimiMeredith And I am looking forward to hearing you speak this afternoon!

  • ginidietrich

    @CristerDelaCruz I knew you’d like that jacket!

  • @jennimacdonald thank you soooooo much, Jen. I’m not going to lie. I am eating up this Lisa Love Fest. 🙂 and I miss the mountains. Bad.

  • @ginidietrich @Yael Rozencwajg yay from me too! 🙂

  • @ginidietrich @DHLasker thank you for the wishes and it’s true. We spend waaay too many hours with our work colleagues. It should be fun and with people you enjoy being with.

  • bdorman264

    Idaho, now that is a state you don’t hear mentioned much but I do hear it is very pretty.

    Willing to pull up roots and leave for a year; that’s commitment and there’s something to be said for that. It’s because she believes in you and your model and to touch on your response on Erica’s guest post that should be worth something when you are talking to these AI’s.

    We don’t get to see Lisa as much but she pops her head up every once in awhile so it was good to see you shine the light on her. I think I got a nasty e-mail from her once saying something about my check didn’t clear when I signed up for your webinar but she was very professional about and I only counted two F bombs, but other than that, pretty non-confrontational.

    Thanks for sharing and hope you all (y’all) have a great weekend.

  • bdorman264

    @MimiMeredith Sounds like I’m missing out on some fun……..

  • bdorman264

    @Marcus_Sheridan thesaleslion @Lisa Gerber No kidding and have you seen the size of the sales lion’s noggin? How in the world does he get that silly ass halloween lion’s head on anyway? It’s a good thing we love that cat and everybody seems to play nice in here. I concur Howie, hooray for Lisa.

  • HowieSPM

    That is very poignant and touching @ginidietrich grats @Lisa Gerber and make sure you remind Gini every day about leaving the hubby behind for a bit (probably funner that way anyway! lol)

  • adventuresinexpatland

    Gini – What a nice way to show your deepest appreciation for a kindred spirit and savvy business partner. When you really connect, you know that things will work out. Sounds like you’re a great team. Happy Birthday Lisa!

  • Heck, I was already sold on Lisa when she stopped by my blog one day and compared one of my posts to the “seinfeld” of blogging ;). But now after reading this – I’m kinda hesitant and I’m not really convinced by what you said. It seems like you don’t trust her. Muwahhahahahahahaha! 😉

    Lisa rocks!!! No two ways about it!

    And I look forward to getting to know her more and more. After all, she met my clone Mel ;).

    I think it’s wonderful that you two found each other and are compatible both in the work place and as friends. It’s not often that two people click that way and are on the same wavelengths – so I guess you were meant to be hehe.

    Awesome write-up Gin. And happy belated bday to ya Lisa. Hope you gals are rockin’ Vegas!

    Talk soon


  • @ginidietrich @CristerDelaCruz Is the weather different where you guys are each standing in that picture? Hihi 😉

  • HowieSPM

    @Griddy wait there is a Vegas trip I was not made aware of nor invited too? Sigh

  • ginidietrich

    @jennimacdonald Jen, shhhh! We try not to talk about the no mountain thing!

  • ginidietrich

    @Griddy We’re in Vegas. I took it last night!

  • ginidietrich

    @HowieSPM I’m pretty sure funner isn’t a word.

  • @bdorman264 Only two F bombs? You’re fine. It’s when there are four or more that you need to start worrying.

  • ginidietrich

    @adventuresinexpatland My iPad won’t let me like this so LIKE!

  • ginidietrich

    @Griddy She totally has met Mel. HAHAHAHAHA!!!

  • ginidietrich

    @HowieSPM You can go with us next year. You just need to be a leader of a PR firm.

  • ginidietrich

    @Lisa Gerber @bdorman264 I agree. As long as it was only two, we’re still within our policy.

  • @ginidietrich @Griddy I started to type “i met mel?” and then I remembered!!!!!!! OMG, Mel seriously ROCKS!

  • KenMueller

    @ginidietrich @HowieSPM you’re wrong, Gini. As evidenced in this 5 second video clip from Phillies pitcher Roy Halladay.

  • ginidietrich

    @KenMueller @HowieSPM Because a Phillies pitcher is a great resource for the English language.

  • JoyFull_deb

    @ginidietrich It’s gonna be close…they need to open the Morganza Spillway gates up river to get rid of some of this water, which will flood out other areas in Louisiana, all the way down to the Gulf of Mexico. The spillway will start being opened Saturday….sooooo, keep those fingers & toes crossed. I’ve never seen water like this in my lifetime….and, I’m a youngster of 60. (heheheheeeee)

  • JoyFull_deb

    @HowieSPM @ginidietrich @Lisa Gerber I like “funner”…but then, I’m no English major….thank gawd. :=)

  • KenMueller

    @ginidietrich @HowieSPM I can’t think of a better source…

  • HowieSPM

    @Lisa Gerber @ginidietrich @Griddy No worries I will change the sign on my door next year to Sky Pulse PR. Which I think would be a great addition to the family of companies. Sky Pulse Vodka, Sky Pulse Potato Chips, Sky Pulse Uuber Investment Bank for Rich People, Sky Pulse Grill. So what hotel and what dates? Normally I stay at Hojo.

  • HowieSPM

    @JoyFull_deb @ginidietrich @Lisa Gerber @KenMueller in 9th grade Spanish I decided if I did not know a word I would use the English Verision plus and O at the end. I had lots of Funo. A lot. But seriously funner? I will look it up. Yep it means ‘More fun than basic fun’

  • JoyFull_deb

    @HowieSPM @ginidietrich @Lisa Gerber @KenMueller RightO….I knewO that yeauxO were coolO…:=)

  • @ginidietrich LMAO! 😉

  • @Lisa Gerber @ginidietrich Hahaha! I would have been a bit worried about how much “work” you’re doing out there had you so soon forgotten about Mel ;). I mean her and her boyfriend think so highly of you and Spin Sucks. Lol

  • @HowieSPM @Lisa Gerber @ginidietrich The Hojo huh….Hahaha

    Haven’t heard that chain name in a while haha.

  • What an awesome shout out! @Lisa Gerber is obviously a star! Love the work you guys do.

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  • So glad we all finally met. You both rock.

    The Franchise King®

  • ginidietrich

    @jonbuscall She IS a star! And tons of fun to be around, too!

  • ginidietrich

    @FranchiseKing We were just talking about how much we both loved hanging out with you!

  • @ginidietrich @FranchiseKing What Gini said – lots of fun. I hope we can do it again sometime soon.

  • @ginidietrich @jonbuscall You are right, Jon, it is an AWESOME shout out. I’m saving this to my gold star file. I loved it. and thank you! I look forward to getting to know you better!

  • @ginidietrich @Shonali (can you tell I’m way behind on my commenting?) now it’s like, ONE WEEK!! that i get to meet you!

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  • My usual bratty kidding aside, @GiniDietrich and @LisaGerber: bring out the best in one another. It reinforces my belief that if you find the talent who’ll make your firm even better, and if you find the organization where you’re destined to succeed, you must at least TRY to figure out how to make it work, the roadblocks of distance etc. be damned!.

  • ginidietrich

    @KensViews I personally love how you answer the phone! And your advice that I should go with my initial gut.

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