The Spin Sucks Podcast with Gini Dietrich

Jaguar spent two years selling a feeling with no car to sell—on purpose. In this month's PESO Model® Diagnostic, Gini Dietrich breaks down what happened when the brand got millions of people asking, "What is going on at Jaguar?" and never published the answer. You'll learn why every major AI assistant is now telling Type 01 buyers "not yet," and the three PESO Model® moves Jaguar can make before order books open. Read the article here: https://spinsucks.com/communication/peso-model-diagnostic-jaguar/  Catch up on the PESO Model® Diagnostic series:  Budweiser: https://spinsucks.com/communication/peso-model-diagnostic-budweiser/  Liquid Death: https://spinsucks.com/communication/peso-model-diagnostic-liquid-death/  Peppa Pig: https://spinsucks.com/communication/peso-model-diagnostic-peppa-pig/  HubSpot: https://spinsucks.com/communication/peso-model-diagnostic-hubspot/  Duolingo: https://spinsucks.com/communication/duolingo-peso-model-diagnostic/  Novartis: https://spinsucks.com/communication/peso-model-diagnostic-novartis/

Someone in your organization is about to claim AI visibility in 2027 planning—and if comms doesn’t raise its hand, someone else will. Communicators have been handed this kind of work twice before and lost the seat both times. In this week’s episode of the Spin Sucks podcast, Gini Dietrich shares why AI visibility is our third chance, the gaps that could cost us again, and the three things you need to say “this is ours” and back it up with numbers. Read the full article: https://spinsucks.com/communication/pr-ai-visibility/ Take your own PESO Model® Diagnostic: https://spinsucks.com/self-peso-diagnostic/PESO Model® Certification: https://spinsucks.com/peso-model-certification

Ninety-two percent of content marketers use AI, and they’re no more likely to get strong results than the people who don’t use it at all. In this week’s episode of the Spin Sucks podcast, Gini Dietrich explains what E-E-A-T really means in the AI slop era—and why it isn’t the “25 years of experience” line in your author bio. You’ll learn the three things AI can’t write for you (your people, your process, and your culture), what 260+ PESO Model® Diagnostics reveal about how teams really work, and the AI prompt I use to flag every sentence a competitor could have written. Read the post: https://spinsucks.com/communication/people-process-culture-e-e-a-t/ 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

Your AI visibility dashboard says you’re winning, but it may only be asking AI about your own headlines. In this episode of the Spin Sucks podcast, Gini Dietrich shares how we caught a vendor report flattering a client who turned out to be absent from every real customer question, and I walk through the exact AI visibility audit we use instead: the spreadsheet, the anchor hub, the trust map, and the “says who?” rule for measurement. Read the article: https://spinsucks.com/communication/ai-visibility-dashboard-lies/  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

Your executives have plenty of thoughts. They just don't have time for your thought leadership calendar. In this week’s episode of the Spin Sucks podcast, Gini Dietrich shares how a CEO who called a voice-note idea "stupid" became famous in his industry because of it, why the fix is adding one small step to something your execs already do, and what AI can and can't do to turn their thinking into earned media. Read the post: https://spinsucks.com/communication/thought-leadership-for-executives/  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