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.
Artificial Intelligence | December 16, 2025
The Visibility Engineering Metrics That Predict Demand
Visibility engineering that actually works. Discover three no-dashboard metrics to turn signal into sustainable pre-pipeline demand.
Artificial Intelligence | December 9, 2025
How to Use Proof-First Social to Engineer Visibility
Engineer visibility with the 2–2–2 method: test proof-first posts, track saves and shares, and amplify only the winners with strategic paid spend.
Artificial Intelligence | December 2, 2025
Building Corroboration Loops to Power Your Visibility Engineering
Discover how to use corroboration loops and the PESO Model® to turn content, experts, and bylines into real third-party credibility that moves buying decisions.
Artificial Intelligence | November 25, 2025
AI Looks for Author Footprints First
Make your website less “ghost town” and more expert hub. Learn how to build author footprints: mini-bios and proof points that make your SMEs easy to trust.
Artificial Intelligence | November 18, 2025
The Fastest Path to Engineering Your Brand’s Visibility
TL; DR Visibility Engineering: Do Your 10→5→2 We know that most of the buying journey happens before anyone talks to you. We discussed this in more detail two weeks ago, when we addressed our collapsed funnel, and last week, when we explored how to engineer visibility so you’re at the top of the list when […]
Artificial Intelligence | November 11, 2025
How to Make Your Brand the Obvious Answer with Visibility Engineering
The PESO Model© playbook for visibility engineering. Create anchor hubs, corroborate with earned media, and measure what moves pipeline, not pageviews.
Artificial Intelligence | November 4, 2025
How to Measure Brand Awareness, Trust, and Reputation
TL; DR In an AI-shaped market, reputation is a ranking signal—if robots can verify you, humans convert faster. Measure the upper trust layer.: branded search, proof density, message delivery, linkbacks. Pair it with the bottom action layer: qualified sessions, form completions, demo-held rate, and pipeline influenced. Run PESO as a sequence, not silos: Recognize → […]
Artificial Intelligence | October 28, 2025
Handling the “AI Discount” Question from Clients
TL; DR Price outcomes, not hours. AI collapses drafting time; your fee maps to judgment, QA, compliance, and results. Operationalize standards. Add an AI Accountability Addendum (provenance, data non-training, IP warranties, security, human signoff, remediation). Show your receipts. Use a Deliverable Map that labels AI acceleration vs. human decisions, with QA proofs and rights logs. […]
Ask Me Anything | October 21, 2025
How to Manage Your Brand on the Dead Internet
Bots now outnumber humans online. Gini Dietrich says you can counter the “dead internet” with a PESO Model© playbook: proof-of-work content, provenance, and verified human signals.
Ask Me Anything | October 14, 2025
How to Prepare for a Bot-Created Crisis
Bot-created boycotts are real. Gini Dietrich has a first-24-hours crisis playbook to diagnose inauthentic spikes, respond without fueling outrage, and protect your brand.
Ask Me Anything | October 7, 2025
The Case for a Marketing Operating System
Stop duct-tape marketing. Gini Dietrich shows you why the PESO Model® is your marketing operating system for clarity, efficiency, and revenue attribution.
Ask Me Anything | September 30, 2025
How the PESO Model© Helps You Avoid AI Bubble Burnout
TL; DR Gartner just dropped generative AI into the “Trough of Disappointment,” and The Atlantic is calling an AI bubble. The problem isn’t the tech—it’s bad strategy: too many disconnected pilots, no discipline, no outcomes. The PESO Model© isn’t a checklist—it’s an operating system that makes AI purposeful, measurable, and tied to business outcomes. Use […]
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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.
Blog
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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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