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 | May 12, 2026
AI Is Quietly Destroying Your Best Content
AI-driven repurposing is quietly diluting your best content. Gini Dietrich has the rule that protects it—and a 30-second ChatGPT test to see if you’re already losing.
Communication | May 7, 2026
Integrated Marketing Is Like the Perfect Iced Coffee Order
Your PESO Model® strategy might look complete but still fall flat. Melissa Wickes explains how integrated marketing actually moves the needle.
Communication | May 5, 2026
The New PESO Model® Graphic Is Here. So Are the Rules.
The new PESO Model® graphic is here. Gini Dietrich describes what has changed, what’s free with attribution, and where the line is between free use and theft.
Communication | April 30, 2026
Why a Lean PESO Model® Campaign Can Win the Race
A successful PESO Model® campaign doesn’t need every channel running at full volume. Shannon Burch walks you through how to sequence integration and prepare for AI search.
Communication | April 28, 2026
The PESO Model® Diagnostic: The Budweiser Super Bowl Ad
Budweiser won Ad Meter for the 10th time. But coordinated isn’t integrated. Our first PESO Model® Diagnostic shows where even the biggest ads fall short.
Communication | April 23, 2026
The Finish Line Illusion: Why Market Leaders Lose When They Think They’re Winning
The LA Marathon teaches a valuable lesson: an early lead doesn’t guarantee a win. Julie Murphy explores how the finish line illusion applies to communications.
Communication | April 21, 2026
Visibility Engineering is the New Playbook for Earned Media
Visibility engineering turns earned and owned media into compounding credibility so your expertise is clear, trusted, and surfaced again and again.
Communication | April 16, 2026
Why Brands Need a Strategy for Continuous Discovery
Audiences form opinions before they’re “ready.” Travis Claytor explains why continuous discovery—not campaigns—drives trust, visibility, and decisions.
Artificial Intelligence | April 9, 2026
AI Runs the System. You Run the Strategy.
AI can scale your PESO Model strategy, but it can’t replace judgment. Shelly Verkamp explains where AI adds value and where human insight is irreplaceable.
Artificial Intelligence | April 7, 2026
AI Visibility is Simply About Being More Credible
AI visibility is built on credibility, not content volume. Gini Dietrich walks you through how owned and earned media, proof, and consistency help brands become the obvious answer today.
Artificial Intelligence | March 26, 2026
How AI is Exposing Weak Strategies
AI isn’t breaking your strategy, it’s exposing it. Travis Claytor explains why clarity, consistency, and integration matter more than ever.
Artificial Intelligence | March 24, 2026
Hustle Culture, AI, and the Cost of Shallow Thinking
AI didn’t create shallow thinking. Hustle culture did. Here’s how speed, performative productivity, and AI are reshaping how we read and think.
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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
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.
Videos
Watch fireside chats, expert interviews, AMAs, and more — designed to make integrated marketing and comms practical and powerful.
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