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 | October 13, 2026
Thought Leadership for Executives Who Don’t Have Time
Gini Dietrich on getting thought leadership out of executives who don’t have time: find the right face, add to what they already do, let AI draft.
Artificial Intelligence | October 8, 2026
Your AI Visibility Questions, Answered
Gini Dietrich’s Visibility Engineering™ webinar drew more AI visibility questions than we could answer live. Here’s every answer.
Communication | October 6, 2026
Why Your Marketing and PR Measurement Doesn’t Tell Leadership What Worked
Gini Dietrich takes you inside why marketing and PR measurement breaks down—and how to report what actually worked instead of activities and outputs.
Communication | October 1, 2026
The Machines Need a Good Story, Too: Media Relations in the AI Era
Alejandro Arango explains why AI engines are changing media relations. Learn why earned media, storytelling, trust, Visibility Engineering™, and the PESO Model® are becoming essential to AI visibility.
Communication | September 29, 2026
The PESO Model® Diagnostic: The Novartis Tight End
Gini Dietrich runs Novartis’s Super Bowl prostate cancer ad through the PESO Model® Diagnostic—and shows what happens when the ad has to be the whole system.
Communication | September 24, 2026
AI Citations and the Second Golden Age of Content Marketing
Melissa Wickes outlines how to use old-school content marketing skills to earn AI citations.
Communication | September 22, 2026
When Men Use AI, They’re Resourceful. When Women Use AI, They’re Cheating.
Gini Dietrich takes you inside three studies showing women are trusted less than men for the same AI use—and why that’s a communications industry problem, not a gender issue.
Communication | September 17, 2026
Your PESO Model® Campaign Looks Right. So, Why Does it Feel Wobbly?
Your PESO Model® campaign has every channel covered. So why does it wobble? The problem isn’t the pieces. It’s the missing integration.
Communication | September 15, 2026
AI Isn’t Disrupting the PESO Model®. It’s Proving It.
Gini Dietrich takes you inside two new industry surveys claiming to rank the PESO Model® for AI visibility—and shows why the data proves the model instead of disrupting it.
Communication | September 10, 2026
What Your Marketing and Communications Measurement is Missing
Marketing and communications measurement is about more than revenue. Learn how to measure the value of trust, visibility, reputation, and relationships.
Communication | September 8, 2026
AI Agents Are the New Gatekeepers
Gini Dietrich takes you inside the rise of AI agents as the new gatekeepers—and why, this time, no budget on earth can buy your brand’s way in.
Communication | September 3, 2026
The Training Worth Your Time in the AI Visibility Era
Not all online trainings are created equal. Melissa Wickes outlines the AI visibility and tool courses that marketers and communicators should consider.
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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.” — CMO, Fortune 100 Brand
I just received great feedback from a partner in Global Customer Office (operations) saying that while your Insight Circle doesn’t relate directly to his work, he found it really aspirational and inspirational! He came to learn more, and you exceeded his expectations.” — Learning Professional, Fortune 100 Pharma Brand
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.” — CCO, Fortune 200 Financial Services 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.” — SVP of healthcare marketing, leading healthcare facility
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.” — SVP, consumer marketing, Fortune 100 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.
Community
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