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 | January 20, 2026
A PESO Model® Primer for Marketers and Communicators
Gini Dietrich helps you explore the resilience and adaptability of the PESO Model® in the evolving media landscape, especially with AI beginning to replace Google in how people search.
Communication | January 15, 2026
Everyone Wants Virality. No One Wants Consistency.
Going viral might sound appealing, but it doesn’t build a brand. Travis Claytor explains how consistency leads to far greater impact than virality ever could.
Communication | January 13, 2026
Publicity Is Dead. PR Is Not.
Sir Martin Sorrell says “PR is dead.” What he really means is “publicity.” Modern PR builds credibility, educates LLMs, engages humans, and drives revenue.
Communication | January 8, 2026
How Retirement Led to the PESO Model®
At the start of 2025, Shelly Verkamp planned to retire. Instead, she joined Spin Sucks and began an adventure with the PESO Model. She shares her journey!
Communication | January 6, 2026
The PESO Model® in 2026: Evolved, Operational, and Built for AI
The PESO Model® has evolved into a marketing operating system that helps leaders integrate AI, align teams, and do more with less.
Awards | December 18, 2025
Why Every Brand Needs an Awards Strategy
For many organizations, awards are a last-minute scramble. Brendon Shank shows how early planning and alignment PESO Model© turns awards into reputation drivers
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.
Communication | December 11, 2025
What Yoga Taught Me About Intentional Communications
Yoga teaches that every movement connects to the next. Travis Claytor shows readers how intention and practice apply to communications.
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.
Communication | December 4, 2025
Human Error and the Stories We Tell
If you’ve ever hit the wrong button or missed an amplification moment…welcome to the club. Shelly Verkamp shares how to embrace human error.
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.
Join the Spin Sucks Community
These are your people.
The Spin Sucks Community is where in-house marketers, agency leaders, freelancers, and strategists connect to share ideas and solve problems, post jobs and referrals, get advice on PESO, client work, and internal challenges, and laugh (a lot).
We can’t wait for you to join us.
AI-Powered PESO GPT
Your always-on PESO Model strategist.
It’s like having a PESO-certified strategist on demand, built by the people who invented the Model in the first place.
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.”
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.
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.