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 | 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.
Communication | September 1, 2026
AI Visibility is a PESO Model® Problem—and You’re Closer Than You Think
Gini Dietrich takes you inside the AI visibility craze to show it’s really the PESO Model® at work—and why those running it are already ahead.
Communication | August 27, 2026
Why You Rate Your PESO Model® Maturity One Stage Too High
Research shows people self-rate about one stage above their actual level. Shelly Verkamp shares 3 questions that tell the truth about your PESO Model® maturity.
Communication | August 25, 2026
AI Visibility Starts With Trust—and You Can’t AI Your Way Out of a Trust Problem
Gini Dietrich on why AI visibility tools can’t fix a trust problem—trust is a supply chain with stations you cannot skip, and here’s the floor plan.
Communication | August 20, 2026
What Doing Earned Media for the PESO Model® Creator Taught Me About Discipline
TL;DR For years, I’ve taught clients how to run the PESO Model®—the operating system that integrates paid, earned, shared, and owned media around a business outcome. But teaching a system and living inside it are two different disciplines. Pitching media for Gini Dietrich, the founder of Spin Sucks and creator of the PESO Model, put […]
Communication | August 18, 2026
The PESO Model® Diagnostic: Duolingo Built the Internet’s Favorite Brand on Rented Land
Gini Dietrich takes you inside the Duolingo PESO Model® Diagnostic—the internet’s best shared media engine, and the owned media gap hiding underneath it.
Communication | August 13, 2026
What Soccer Can Teach Us About the PESO Model® Operating System
Alejandro Arango breaks down what championship soccer teams can teach communicators about the PESO Model® Operating System.
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Who We Work With
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
Ask questions, share wins, get feedback, and connect with peers.
Ready to Learn More?
Reach out. We’re here to help. Email us at support@spinsucks.com.