After 12 years and several refreshes, the PESO Model® has a new graphic — and Gini is drawing the line between free use and theft. In this episode, she discusses what changed, what the four outcomes (Authority, Credibility, Discovery, Growth) actually mean, how to read the graphic correctly, and what now requires a license. Download the graphic at spinsucks.com/peso-model-graphic. Use it well.

Budweiser won USA Today's Ad Meter for the 10th time—and while everyone was arguing Monday morning about the Clydesdale, the bald eagle, and whether "American Icons" was AI-assisted, the real story wasn't 60 seconds of creativity. It was whether the ad was part of a system.

In the first episode of the new PESO Model® Diagnostic series, Gini Dietrich runs Budweiser's "Made of America" program through the PESO operating system lens and shows exactly where coordination ends and integration begins. 

The lesson isn't about $8M ad budgets. It's about sequencing, depth, and a central nervous system—and any brand, at any budget, can build them.

Take the self-assessed PESO Diagnostic at spinsucks.com/self-peso-diagnostic to find your own integration gaps.

Earned media is still one of the most powerful credibility signals you can get, but in today’s AI-shaped market, a single hit is no longer enough. In this episode, Gini Dietrich explores visibility engineering, why disconnected media placements create noise instead of authority, and how to connect earned and owned media to build credibility that compounds. If you want to become the answer that keeps showing up, this episode is for you.

In this week’s Spin Sucks episode, Gini Dietrich explores why publishing more content is not enough to build authority in an AI-shaped market. Instead, the brands that win are the ones with clear positioning, consistent messaging, proof-backed content, and third-party validation that reinforces what they stand for. Tune in to learn how owned and earned media work together, why generic content falls flat, and what communicators can do now to become the obvious answer.

Women are on the front line of AI disruption, especially in communications, marketing, content, and other roles built on critical thinking, writing, and judgment. In this episode, Gini Dietrich unpacks Alex Karp’s comments about AI reducing the power of highly educated, often female professionals, what that reveals about who is most vulnerable as AI scales, and why this is a power problem as much as a workforce one.

On this week’s Spin Sucks podcast episode, Gini Dietrich explores how hustle culture trained us to confuse keeping up with actually understanding, why the performance of consumption is not the same thing as thinking, and what communicators, marketers, and leaders stand to lose when everything is optimized for speed.

The PESO Model® did not become less relevant because of AI—it became more necessary. In this episode, Gini Dietrich breaks down how AI exposed the flaws in disconnected marketing and why modern paid, earned, shared, and owned media must work as an integrated system. She also explains why certification matters for marketers who want to move from knowing the acronym to knowing how to run it.

Measurement isn’t math. It’s storytelling with numbers—and in a PESO Model® operating system, it’s how you prove what changed (not what you did).

In this Spin Sucks episode, Gini Dietrich breaks measurement down for marketers who would rather alphabetize their spice drawer than open a dashboard. You’ll learn the outcome-first framework behind PESO measurement, how to stop reporting outputs and activities, and how to measure PESO as a system that creates, validates, distributes, and amplifies proof with purpose.

Running the PESO Model®as separate tactics creates noise, not momentum. In this episode, Gini Dietrich shares what PESO Model integration really is: repeatable decisions, a stop list that prevents chaos, and a one-page integration map that keeps everything connected.

In this episode of the Spin Sucks podcast, Gini Dietrich resets what shared and paid are actually for inside the PESO Model® operating system. She covers why these two areas feel like chaos, how to define “proven signals” before you spend, and how shared and paid work together to create consistent, compounding visibility in a world shaped by communities, creators, and AI-driven discovery.