How the PESO Model© Helps You Avoid AI Bubble Burnout

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

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.

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.

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 You’ll learn how to replace outdated reporting with PESO-driven visibility that proves growth in the language executives actually care about.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/

For decades, we’ve built personas around titles, demographics, and buyer journeys. But today, your most important persona doesn’t have a job title—it has an algorithm. In this episode, Gini Dietrich explains why AI platforms like ChatGPT, Gemini, and Perplexity are no longer just tools—they’re the gatekeepers shaping your category. You’ll learn: Why AI personas are necessary today How these platforms “think” and what they reward What CMOs and comms leaders need to do differently Four practical steps you can run in 90 days to show up in AI results How to lock in your category narrative before competitors do If you’re not influencing the machines, you’re not influencing the people.

Your reputation isn’t just what people say anymore—it’s what machines decide is true. In this episode of Spin Sucks, Gini Dietrich explains why structured trust is the new currency of reputation—and how AI tools are already encoding your brand. If your data is inconsistent, outdated, or missing, you’re invisible (or worse, misrepresented). She covers what structured trust actually means (and why it matters), how machines decide if your brand is credible, the risks of ignoring structured trust, practical steps to build a “source-of-truth” page, use schema markup, and publish citation-ready content, and how to measure if your efforts are working. If AI were asked who you are…would it get the answer right?

On this week’s Spin Sucks podcast, Gini Dietrich digs into IBM’s new CMO Revolution study and what it means for the future of marketing leadership. The report makes one thing clear: the next decade won’t belong to the marketers with the biggest budgets. It will belong to the CMOs with operational courage—those willing to dismantle outdated systems and rebuild for an AI-powered marketplace moving at the speed of a microsecond. She shows you how the PESO Model© has evolved into a full marketing operating system, helping CMOs close the execution gap and deliver: Precision, prediction, and protection at scale Integrated, measurable strategies that strengthen first-party data and customer relationships A perpetual growth engine that balances AI speed with human creativity If operational courage is the price of survival, PESO is the playbook.

PR is powering AI visibility—and communicators are more essential than ever. In this episode of the Spin Sucks podcast, Gini Dietrich breaks down how brand mentions, structured trust signals, and consistent PESO execution are shaping whether your brand shows up in AI-generated answers. The tools may have changed, but the strategy? Still rock solid. You’ll walk away with: A more clear understanding of Generative Engine Optimization (GEO) A checklist for improving AI discoverability A smarter way to align your PESO strategy across platforms Hope (yes, really) that your role is more valuable than ever Subscribe, share, and get ready to run your same strategy—at machine scale.

Your job title hasn’t changed. But your responsibilities have. In today’s episode of the Spin Sucks podcast, Gini Dietrich breaks down what it means to be a Visibility Engineer—and why communications pros are now at the center of AI-driven brand discovery. You’ll learn: Why 95% of AI citations come from non-paid sources (and how to get yours included) How to translate traditional comms skills into strategic AI visibility What new KPIs matter—like citation velocity, AI brand summaries, and misinformation risk How to use the PESO Model to engineer visibility across search, summaries, and smart assistants Plus, we’ll share a “day in the life” of a visibility engineer and give you a tactical roadmap to start applying this thinking inside your own org. Join the Spin Sucks Community for deeper discussions: ⁠⁠⁠https://spinsucks.com/spin-sucks-community⁠⁠⁠  Follow Spin Sucks on LinkedIn, TikTok, and Instagram for weekly tips.

What do you get when you combine a Coldplay concert, a viral Kiss Cam moment, a silent startup, and Gwyneth Paltrow? A crisis communications case study for the ages. In this episode of the Spin Sucks Podcast, Gini Dietrich breaks down the real-time brand meltdown sparked by a now-infamous Kiss Cam and what every comms pro can learn from it.  You'll learn why timing is everything, how to prevent an awkward moment from becoming a full-blown scandal, and what to do when your CEO trends on TikTok. We’ll cover: How to build a proactive crisis plan (before it’s too late) What to do in the first hour of a PR firestorm Why silence is no longer strategicHow to keep a moment from spiraling into a movement (or how to prevent an issue from becoming a crisis) Whether you’re crisis-tested or just crisis-curious, this episode will help you stay ready, stay fast, and stay in control of your narrative. Listen in—before your brand becomes the next internet punchline. Join the Spin Sucks Community for deeper discussions: ⁠⁠https://spinsucks.com/spin-sucks-community⁠⁠  Follow Spin Sucks on LinkedIn, TikTok, and Instagram for weekly tips.