The Spin Sucks Podcast with Gini Dietrich

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  AI Isn't Disrupting the PESO Model®. It's Proving It. 15.09.2026 20dk

  A new report says earned media is disrupting the PESO Model® for AI discoverability—and a second survey, published the same month, says paid media matters most. They can't both be right, and Gini Dietrich argues neither question is. In this week’s Spin Sucks episode, she walks through what both surveys found, why "which media type matters most" measures who you asked instead of what works, and the finding everyone should be talking about: a 28-point confidence gap between agencies and brands that comes down to one word—measurement. Read the post: http://spinsucks.com/communication/ai-peso-model-proof  PESO Model Diagnostic: https://spinsucks.com/self-peso-diagnostic/  PESO Model Certification: https://spinsucks.com/peso-model-certification/  Spin Sucks Community: https://spinsucks.com/community  D S Simon report: https://www.dssimon.com/earned-media-in-the-ai-era-report/  Sword and the Script survey: https://www.swordandthescript.com/2026/08/ai-visibility-survey/
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  AI Agents Are the New Gatekeepers 08.09.2026 18dk

  In this week’s Spin Sucks podcast episode, Gini Dietrich explains why the AI persona you built last year just got promoted to referee, the only two signals it checks before it vouches for you, and the four moves to make before someone in your building tries to solve "the AI problem" with a bigger ad budget. Read the article: https://spinsucks.com/communication/ai-agents-gatekeepers/  Take the free PESO Model Diagnostic®: https://spinsucks.com/self-peso-diagnostic/  PESO Model Certification®: https://spinsucks.com/peso-model-certification/  AI Visibility Is a PESO Model Problem: https://spinsucks.com/communication/ai-visibility-peso-model/  Meet Your New Buyer Persona: https://spinsucks.com/communication/meet-your-new-buyer-persona/
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  AI Visibility Is a PESO Model® Problem—and You're Closer Than You Think 01.09.2026 19dk

  Everyone is writing the same article about AI visibility: it's a new discipline, and—what luck!—they sell the thing that fixes it. Nope. AI systems reward probability, not popularity, and probability gets built through the integrated program communicators have been running for more than a decade: the PESO Model®.  In this week’s Spin Sucks podcast episode, Gini Dietrich breaks down the specific job each media type does in the evidence base LLMs actually score—and the claims-versus-corroboration audit to run with your team this week. Links:  Full article: https://spinsucks.com/communication//ai-visbility-peso-model  Marketing Dive article: https://www.marketingdive.com/news/why-unpaid-media-is-now-essential-to-ai-visibility/822485/ Free PESO Model® Diagnostic: https://spinsucks.com/self-peso-diagnostic/  PESO Model® Certification: https://spinsucks.com/peso-model-certification/
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  AI Visibility Starts With Trust—and You Can't AI Your Way Out of a Trust Problem 25.08.2026 19dk

  Everyone wants the AI visibility tool with the free trial and the dashboard. We don't have one to sell you, and neither does anyone else—because if AI isn't recommending your brand, that's usually a trust problem wearing a tooling costume.  In this week’s Spin Sucks podcast episode, Gini Dietrich makes the case that trust is a supply chain with stations you cannot skip, and she walks through the three shortcuts that failed in public last year. You'll also learn why getting cited by an AI engine isn't the finish line, and how to tell an awareness problem from a belief problem. Read the full article: https://spinsucks.com/communication/ai-visibility-trust/  Links: Take the free PESO Model® Diagnostic: https://spinsucks.com/self-peso-diagnostic/ PESO Model® Certification: https://spinsucks.com/peso-model-certification/  The full eight-week arc, from the CMO operating system post through the Duolingo diagnostic, is at spinsucks.com
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  The PESO Model® Diagnostic: Duolingo Built the Internet's Favorite Brand on Rented Land 18.08.2026 16dk

  Duolingo built the internet's favorite brand on rented land—the best shared media engine on the planet, run through one green owl on platforms it doesn't control. In this month's PESO Model® Diagnostic, Gini Dietrich looks at what the legend leaves out: an owned media record too thin to defend the brand when the 2025 "AI-first" backlash hit. You'll learn why Duo's chaos is actually disciplined character work, why AI engines ignore your funniest channel and cite your machine-readable record instead, and the three fixes that apply to any brand being told to "just go viral." Read the full article: https://spinsucks.com/communication/duolingo-peso-model-diagnostic/ Links: Take the free PESO Model® Diagnostic: https://spinsucks.com/self-peso-diagnostic/ PESO Model® Certification: https://spinsucks.com/peso-model-certification/  The series so far: Budweiser, Liquid Death, Peppa Pig, and HubSpot at spinsucks.com
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  Your Org Chart is Sabotaging Your Brand 11.08.2026 15dk

  Your best work goes into review sounding like your brand, only to come out sounding like a terms-of-service update—and legal isn't actually to blame. Nearly 80% of CMOs tell Lippincott that bureaucracy regularly interferes with decision-making, and that's not a culture problem—it's a brand-erosion mechanism. In this episode of the Spin Sucks podcast, Gini Dietrich breaks down the difference between compliance bureaucracy and the self-inflicted kind, and shares the quarterly content pod system regulated teams use to ship fast without skipping review. Links: Full article: https://spinsucks.com/communication/org-chart-brand-sabotage/   Lippincott CMO Outlook 2026: https://www.lippincott.com/cmo-outlook-2026/  Free PESO Model® Diagnostic: https://spinsucks.com/self-peso-diagnostic/  PESO Model® Certification: https://spinsucks.com/peso-model-certification/
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  Reputation Management Now Includes What AI Says About Your Brand 04.08.2026 17dk

  AI tools are already answering questions about your brand—to your buyers, your board, and the journalists who cover you—and they're confidently wrong often enough that one Minnesota company is suing Google for as much as $210 million over a lawsuit its AI invented. To make matters worse, Muck Rack research shows that in 29% of organizations, nobody owns this at all. In this episode, Gini Dietrich shares the four-move discipline for governing what AI says about your brand—baseline the narrative, fix your source of truth, correct the record with infrastructure, and give the work an owner—and make the case that this is reputation management, which means it belongs to communicators. Read the full article: https://spinsucks.com/communication/ai-reputation-management/  Take the free PESO Model® Diagnostic: https://spinsucks.com/self-peso-diagnostic/Explore the PESO Model® Certification: https://spinsucks.com/peso-model-certification/
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  How to Defend Your Marketing Budget in Language the CFO Actually Speaks 28.07.2026 18dk

  Gartner predicts that more than 40% of CMOs who push for bigger budgets this year will lose influence with the C-suite—because their asks never connect to what the business runs on. Here's the thing: your CFO's language has only four words—pipeline, risk, retention, and cost-to-acquire—and 'reach' isn't one of them. In this episode, I show you how to translate your work into those four numbers, which budget lines to cut before someone cuts them for you, and why one traceable story beats 12 metrics in any budget meeting. Read the full article: https://spinsucks.com/communication/defend-marketing-budget Take the free PESO Model® Diagnostic: https://spinsucks.com/self-peso-diagnostic/  PESO Model® Certification: https://spinsucks.com/peso-model-certification/
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  The PESO Model® Diagnostic: How HubSpot Turned Owned Media Into a Moat 21.07.2026 19dk

  HubSpot lost roughly 75% of its blog traffic to AI search—and grew revenue 19% anyway. Everyone wrote the obituary for content marketing, but the traffic that died was the content HubSpot never had the right to own, and everything built on real authority held. In Episode 4 of the PESO Model® Diagnostic, I break down what survived, what didn't, and how to tell which of your own content is an asset versus exposure—before AI makes the call for you. Take your own PESO Model® Diagnostic: https://spinsucks.com/self-peso-diagnostic/ PESO Model® Certification: https://spinsucks.com/peso-model-certification/ Full article: https://spinsucks.com/communication/peso-model-diagnostic-hubspot
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  How to Show Up Inside the Answer: A Visibility Engineering Playbook 14.07.2026 17dk

  Your buyers are asking their AI tool of choice who to trust—and if AI doesn't cite you, you don't exist. Communicators missed SEO once because it felt "too technical," and the Lippincott data says we're on track to repeat history with AI. In this week’s Spin Sucks podcast episode, Gini Dietrich shares the five-move visibility engineering playbook, plus the moment Martin Waxman ran his own organization through the PESO Model® Diagnostic live and turned a 50% score into a blueprint. If you're determined to own AI visibility before someone else does, this one's for you. Take the free PESO Model® Diagnostic: https://spinsucks.com/self-peso-diagnostic/  Get PESO Model® Certified: https://spinsucks.com/peso-model-certification/  Read the article: https://spinsucks.com/communication/visibility-engineering-playbook 
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  CMOs Don't Have an Influence Problem. They Have an Operating System Problem. 07.07.2026 17dk

  A new Lippincott study says only 28% of CMOs feel they have real influence in their organization—and your CEO has probably already seen it. Most people blame short-term thinking, but Gini Dietrich argues that the real problem is structural. CMOs are managing a pile of channels rather than running a system. You'll learn why the brand-versus-performance debate is a trap, why dumping budget into AI while starving owned media makes you less visible inside AI, and how the PESO Model® works as the operating system that earns C-suite influence back. If you're working hard and still can't prove your value, this one's for you. Links: Free PESO Model® Diagnostic: https://spinsucks.com/self-peso-diagnostic/ PESO Model® Certification: https://spinsucks.com/peso-model-certification/ Full article: https://spinsucks.com/uncategorized/cmo-operating-system-problem
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  Inside the PESO Model® Certification 30.06.2026 16dk

  You understand the PESO Model®, so why does it still feel like a pile of tactics instead of a system that runs? In this episode, Gini Dietrich takes you inside the PESO Model Certification® she tore down and rebuilt—what changed, what she refused to touch, and who it's honestly not for. If you've ever understood something cold and still couldn't make it run, this one's for you. Take the free PESO Model® Diagnostic: https://spinsucks.com/self-peso-diagnostic/  Explore the PESO Model® Certification: https://spinsucks.com/peso-model-certification/
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  The PESO Model® Diagnostic: What Peppa Pig Can Teach You About the Difference Between a Campaign and a System 23.06.2026 17dk

  A cartoon pig ran one of the most integrated campaigns I've seen in years—and it still leaves the most important question unanswered. In this week’s Spin Sucks podcast episode, I run the Peppa Pig pregnancy campaign through the PESO Model® Diagnostic to show you the difference between a brilliant campaign and an actual operating system: one has a finale, the other never ends.  Take the PESO Model® Diagnostic: https://spinsucks.com/self-peso-diagnostic/  Explore the PESO Model® Certification: https://spinsucks.com/peso-model-certification/  Read the full article: https://spinsucks.com/communication/peso-model-diagnostic-peppa-pig
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  The 4 PR and Marketing Metrics that Matter for AI Visibility 16.06.2026 15dk

  Your dashboard is full of green arrows—and your CFO still isn't impressed. That's because most of what we measure flatters us instead of informing us, and the numbers that actually matter in 2026 are the ones almost nobody is tracking yet.  In this episode, Gini Dietrich walks through the four metrics that survive the budget meeting—LLM visibility, citation frequency, narrative share of voice, and credibility loop close rate—and why you can't bolt them onto a system that isn't running as a system. If you've ever been proud of a report that couldn't answer "did this move the business?", this one's for you. Take the PESO Model® Diagnostic: https://spinsucks.com/self-peso-diagnostic/  Explore the PESO Model® Certification: https://spinsucks.com/peso-model-certification/  Read the full article: https://spinsucks.com/communication/pr-marketing-metrics-ai-visibility
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  Your Measurement Problem Isn't Really a Measurement Problem 09.06.2026 15dk

  You're doing the work—the content, the media, the campaigns—and the minute leadership asks what it's all worth, you've got nothing to hand them. So you go looking for a better dashboard. In this week’s Spin Sucks podcast episode, Gini Dietrich explains why a measurement problem is almost never a measurement problem—it's the first place a broken system shows up—and shares the Diagnostic data proving the biggest budgets aren't buying readiness. You'll learn why pitching the PESO Model® as a marketing expense loses the budget every time, and how to reframe it as the operating system that actually gets funded. Take the PESO Model® Diagnostic: https://spinsucks.com/self-peso-diagnostic/  PESO Model® Certification: https://spinsucks.com/peso-model-certification/
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  The Visibility Gap: Two Halves, One Operating System Problem 02.06.2026 15dk

  Google just announced the biggest change to Search in more than 25 years, and your CMO is about to ask if you're on top of it. You probably are — but the work doesn't have a name your leadership recognizes. On this week’s Spin Sucks podcast episode, learn why the visibility gap has two halves, the vocabulary problem costing you budget, and the four moves to close both.
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  The PESO Model® Diagnostic: Inside the Liquid Death Operating System 26.05.2026 22dk

  In the second of the monthly PESO Model® Diagnostic series, Gini Dietrich diagnoses the operating system behind Liquid Death, the rare brand sitting at Stage 5 / Leadership on the PESO Maturity Ladder, where the operating system isn't supporting the product. It IS the product. Take the free PESO Model® Diagnostic at spinsucks.com/self-peso-diagnostic, or learn about the 2026 PESO Model® Certification at spinsucks.com/peso-model-certification.
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  The Six Stages of PESO Model® Maturity 19.05.2026 24dk

  The PESO Model® has six stages of maturity—and the data says 91% of communications teams are stuck in the bottom half of the ladder. In this episode, Gini walks through the six stages (Foundation, Pilot, Scale, Systemize, Real-Time, and Leadership), what each one looks like inside real brands like Oracle, McDonald's, Dove, Sephora, Netflix, and Liquid Death, and how to find out where your team actually sits. Not optimistically sits. Truly sits.
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  AI Is Quietly Destroying Your Best Content 12.05.2026 17dk

  After 18 months of AI-assisted repurposing, most communications teams are quietly producing weaker, more generic content than they were producing two years ago. The leverage is real. The dilution is real, too.  In this episode, Gini Dietrich walks through the telephone game effect—and how you can fix it.
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  The New PESO Model® Graphic Is Here. So Are the Rules. 05.05.2026 21dk

  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.