エピソード

  • How to Make Your Brand the Obvious Answer with Visibility Engineering

    How to Make Your Brand the Obvious Answer with Visibility Engineering
    2025/11/11
    Most of the decision happens before sales. In this episode, Gini Dietrich breaks down Visibility Engineering and how to use the PESO Model© to build anchor hubs that become the safest thing to cite, earn analyst/AI reuse, and measure results. You’ll leave with a copy-and-paste Anchor Hub outline and a 30-day action plan.
    続きを読む 一部表示
    18 分
  • How to Measure Brand Awareness, Trust, and Reputation

    How to Measure Brand Awareness, Trust, and Reputation
    2025/11/04
    In a collapsed-funnel world, “action-oriented” isn’t a button—it’s a byproduct of trust. Today, Gini Dietrich digs into how reputation becomes rank (and revenue), the metrics that prove it, and a simple PESO Model© sequence to lower your cost to convert. Share this episode with a friend, exec, or client who’s stuck debating brand vs. performance.
    続きを読む 一部表示
    20 分
  • Handling the “AI Discount” Question from Clients

    Handling the “AI Discount” Question from Clients
    2025/10/28
    AI collapsed drafting time—but clients still buy certainty: accuracy, brand safety, and results. In this episode, Gini Dietrich lays out a practical playbook to stop itemizing hours and start contracting standards, so you keep fees (and win bigger scopes) in the AI era. In this episode, you’ll learn: How to explain “AI speed” without triggering a discount The 10 clauses to codify standards (provenance, data, IP, QA) Fixed/outcome pricing models that hold (and grow) fees Scripts for procurement, legal, and the “show me your prompts” crowd
    続きを読む 一部表示
    17 分
  • How to Prepare for a Bot-Created Crisis

    How to Prepare for a Bot-Created Crisis
    2025/10/14
    Synthetic sparks, real fires. Gini Dietrich unpacks how bot-created boycotts inflate “consensus,” jump to real influencers, and turn into costly crises. This episode gives you a practical, hour-one playbook: capture an authenticity snapshot, choose your lane, debunk without oxygen via a single owned explainer, and use paid/shared/earned intentionally. She also covers the fast tells of inauthentic activity and the governance artifacts you should have queued up before anything explodes. Takeaways • Diagnose manufactured outrage in minutes—no fancy tools required • The exact comms moves to make in the first 2–24 hours • What bots can’t fake (specificity, two-way friction, cross-channel corroboration) • How to prep: thresholds, roles, templates, stakeholder briefs If you found this useful, follow the show and share it with your marketing, comms, and brand teams.
    続きを読む 一部表示
    21 分
  • The Case for a Marketing Operating System

    The Case for a Marketing Operating System
    2025/10/07
    In today’s episode, we put you in the boardroom and show exactly why the current stack can’t answer the ROI question—then we install an operating system. What you’ll learn: • The ~$500B blind spot: marketing without an OS • How a PESO Model© OS creates clarity, efficiency, and revenue attribution • The cost of waiting (and what early adopters are seeing) • A Boardroom Checklist you can use this quarter
    続きを読む 一部表示
    16 分
  • How the PESO Model© Helps You Avoid AI Bubble Burnout

    How the PESO Model© Helps You Avoid AI Bubble Burnout
    2025/09/30
    Generative AI is sliding into the “Trough of Disappointment.” The Atlantic is warning of an AI bubble. And if you’re a CMO chasing disconnected AI pilots without a plan, you could be next. In this episode, Gini Dietrich explains why PESO isn’t just a model—it’s the operating system that prevents AI from becoming another overhyped, underperforming fad. You’ll learn: Why CMOs keep getting burned by technology hype cycles The rookie mistakes killing enterprise AI strategies How PESO ties AI to real business outcomes The trust signals that matter to both humans and machine customers Before the bubble pops, make sure your AI strategy is built to last.
    続きを読む 一部表示
    18 分
  • Why Pharma Needs the PESO Model© Now

    Why Pharma Needs the PESO Model© Now
    2025/09/23
    Ten billion dollars in pharma advertising just got a whole lot less effective. With Trump’s new memo cracking down on DTC ads—TV, social, digital, influencers, even online pharmacies—your pipeline may be at risk. In this episode of the Spin Sucks Podcast, Gini Dietrich explains why disclosure-heavy ads will crush acquisition costs, how competitors are already shifting to PESO Model® strategies, and what you can do now to protect your market share. Don’t wait until your board or investors start asking questions. The brands that move today will be taking market share by March.
    続きを読む 一部表示
    14 分
  • The Visibility Engineer’s Manifesto

    The Visibility Engineer’s Manifesto
    2025/09/16
    For too long, marketing and communications have been judged by clicks, impressions, and vanity metrics. But those numbers don’t move a boardroom. Executives talk about pipeline, revenue, market share, and shareholder value. If your work isn’t tied to those outcomes, you’re invisible where it matters most. In this episode of the Spin Sucks Podcast, Gini Dietrich introduces The Visibility Engineer’s Manifesto—a new operating model for comms and marketing leaders. You’ll learn how to replace outdated reporting with PESO-driven visibility that proves growth in the language executives actually care about. What you’ll hear: Why CEOs and CFOs rarely mention marketing on earnings calls How AI-powered discovery is reshaping visibility and trust The 11 principles every Visibility Engineer must follow One Day 1 action step you can take right now Download the Manifesto PDF here: https://spinsucks.com/communication/visibility-engineer-manifesto/
    続きを読む 一部表示
    15 分