A successful PESO Model® campaign doesn’t need every channel running at full volume. Shannon Burch walks you through how to sequence integration and prepare for AI search.
The post Why a Lean PESO Model® Campaign Can Win the Race first appeared on Spin Sucks.
Budweiser won Ad Meter for the 10th time. But coordinated isn't integrated. Our first PESO Model® Diagnostic shows where even the biggest ads fall short.
The post The PESO Model® Diagnostic: The Budweiser Super Bowl Ad first appeared on Spin Sucks.
The LA Marathon teaches a valuable lesson: an early lead doesn’t guarantee a win. Julie Murphy explores how the finish line illusion applies to communications.
The post The Finish Line Illusion: Why Market Leaders Lose When They Think They’re Winning first appeared on Spin Sucks.
Visibility engineering turns earned and owned media into compounding credibility so your expertise is clear, trusted, and surfaced again and again.
The post Visibility Engineering is the New Playbook for Earned Media first appeared on Spin Sucks.
Audiences form opinions before they’re “ready.” Travis Claytor explains why continuous discovery—not campaigns—drives trust, visibility, and decisions.
The post Why Brands Need a Strategy for Continuous Discovery first appeared on Spin Sucks.
AI can scale your PESO Model strategy, but it can’t replace judgment. Shelly Verkamp explains where AI adds value and where human insight is irreplaceable.
The post AI Runs the System. You Run the Strategy. first appeared on Spin Sucks.
AI visibility is built on credibility, not content volume. Gini Dietrich walks you through how owned and earned media, proof, and consistency help brands become the obvious answer today.
The post AI Visibility is Simply About Being More Credible first appeared on Spin Sucks.
If your attention span feels shot, you’re not alone. Melissa Wickes explores the latest research about learning as an antidote to brain rot and mental clutter.
The post The Antidote to Brain Rot first appeared on Spin Sucks.
Women are on the front line of AI disruption. Gini Dietrich describes why we face the highest risk—and how to protect our power and value.
The post Women Are on the Front Line of AI Disruption first appeared on Spin Sucks.
AI isn’t breaking your strategy, it’s exposing it. Travis Claytor explains why clarity, consistency, and integration matter more than ever.
The post How AI is Exposing Weak Strategies first appeared on Spin Sucks.
AI didn’t create shallow thinking. Hustle culture did. Here’s how speed, performative productivity, and AI are reshaping how we read and think.
The post Hustle Culture, AI, and the Cost of Shallow Thinking first appeared on Spin Sucks.
Shelly Verkamp helped build the PESO Model Certification. Then she had to complete it. Spoiler: that's when the real learning started. She shares her journey.
The post I Helped Build the PESO Model Certification® and It Still Humbled Me first appeared on Spin Sucks.
The PESO Model® evolved for AI. Learn why it now works as a marketing operating system—and why certification gives teams a real advantage.
The post The PESO Model® Was Built for This Moment first appeared on Spin Sucks.
Before you hit publish, check the past. Melissa Wickes explains how historical awareness helps to avoid missteps and craft a smarter communications strategy.
The post Knowing History Strengthens Your Communications Strategy first appeared on Spin Sucks.
Measure your PESO Model® OS without losing your mind: choose a 90-day outcome, track proof (not activity), and tell an outcome story that leaders will love.
The post Measuring the PESO Model® Without Losing Your Mind first appeared on Spin Sucks.
The judgment gap stalls smart teams. Travis Claytor shows how strategy, not speed or volume, drives confident decisions and real outcomes.
The post MarComm Doesn’t Have a Skills Gap, It Has a Judgment Gap first appeared on Spin Sucks.
Learn how to run the PESO Model® as an operating system, not four separate tactics. Gini Dietrich walks you through how to use integration to build momentum.
The post Why the PESO Model® Falls Apart Without Integration first appeared on Spin Sucks.
If learning feels overwhelming, the PESO Model® certification is different. Shelly Verkamp shows how it makes strategy actually stick.
The post The Year I Helped Build a Certification System That Actually Works first appeared on Spin Sucks.
Shared and paid make the PESO Model® move. Gini Dietrich shows you how to use them to distribute proof and amplify proven signals without wasted spend.
The post How Shared and Paid Media Make the PESO Model® Operating System Move first appeared on Spin Sucks.
Content without alignment is just expensive noise. Melissa Wickes breaks down how amplification and shared goals drive real ROI.
The post RIP to Content that Died Because of Misaligned Strategy first appeared on Spin Sucks.
Learn how the PESO Model® Certification helps you build proof-backed authority using owned and earned media and turn it into a repeatable visibility engine.
The post The Visibility Engine: Owned and Earned Media first appeared on Spin Sucks.
Stop waiting for permission to lead. Travis Claytor shows how communicators can use the PESO Model® to build trust, earn influence, and move work forward.
The post Leading with Strategy Doesn’t Require Permission first appeared on Spin Sucks.
The PESO Model Certification® has been rebuilt for 2026 to help marketers and communicators engineer visibility, credibility, and trust in an AI-driven discovery world. Learn what’s new, how it works, and what you’ll walk away with.
The post The PESO Model Certification® is Now Built for AI Discovery first appeared on Spin Sucks.
The PESO Model® isn’t about doing more. Shelly Verkamp says about doing what works—on purpose, with purpose, through a system that supports the results you want
The post Why the PESO Model® Needs an Operations Engine first appeared on Spin Sucks.
When leaders stay silent during visible disruption, “declined to comment” becomes the message. A communications playbook for clarity: plan, script, protocol, updates.
The post Corporate Communications and the Cost of Silence first appeared on Spin Sucks.
Feeling stuck executing instead of leading? Travis Claytor breaks down the Visibility Engineer toolbox and 10 skills that move the PESO Model® strategy forward.
The post The Visibility Engineer Toolbox first appeared on Spin Sucks.
AI-written comments on LinkedIn and Reddit don’t build relationships—they build distrust. Learn why they backfire and use the 3S Comment to show up human in 60 seconds.
The post AI Comments Don’t Build Relationships first appeared on Spin Sucks.
Brand trust is most fragile during change. Melissa Wickes explores how brands like Chewy and Costco protect loyalty with empathy, consistency, and clear comms.
The post Why Brand Trust is More Important Than Novelty first appeared on Spin Sucks.
Gini Dietrich helps you explore the resilience and adaptability of the PESO Model® in the evolving media landscape, especially with AI beginning to replace Google in how people search.
The post A PESO Model® Primer for Marketers and Communicators first appeared on Spin Sucks.
Going viral might sound appealing, but it doesn’t build a brand. Travis Claytor explains how consistency leads to far greater impact than virality ever could.
The post Everyone Wants Virality. No One Wants Consistency. first appeared on Spin Sucks.
Sir Martin Sorrell says “PR is dead.” What he really means is “publicity.” Modern PR builds credibility, educates LLMs, engages humans, and drives revenue.
The post Publicity Is Dead. PR Is Not. first appeared on Spin Sucks.
At the start of 2025, Shelly Verkamp planned to retire. Instead, she joined Spin Sucks and began an adventure with the PESO Model. She shares her journey!
The post How Retirement Led to the PESO Model® first appeared on Spin Sucks.
The PESO Model® has evolved into a marketing operating system that helps leaders integrate AI, align teams, and do more with less.
The post The PESO Model® in 2026: Evolved, Operational, and Built for AI first appeared on Spin Sucks.
Visibility engineering that actually works. Discover three no-dashboard metrics to turn signal into sustainable pre-pipeline demand.
The post The Visibility Engineering Metrics That Predict Demand first appeared on Spin Sucks.
Yoga teaches that every movement connects to the next. Travis Claytor shows readers how intention and practice apply to communications.
The post What Yoga Taught Me About Intentional Communications first appeared on Spin Sucks.
Engineer visibility with the 2–2–2 method: test proof-first posts, track saves and shares, and amplify only the winners with strategic paid spend.
The post How to Use Proof-First Social to Engineer Visibility first appeared on Spin Sucks.
If you’ve ever hit the wrong button or missed an amplification moment...welcome to the club. Shelly Verkamp shares how to embrace human error.
The post Human Error and the Stories We Tell first appeared on Spin Sucks.
Discover how to use corroboration loops and the PESO Model® to turn content, experts, and bylines into real third-party credibility that moves buying decisions.
The post Building Corroboration Loops to Power Your Visibility Engineering first appeared on Spin Sucks.
Make your website less “ghost town” and more expert hub. Learn how to build author footprints: mini-bios and proof points that make your SMEs easy to trust.
The post AI Looks for Author Footprints First first appeared on Spin Sucks.
Transformation doesn’t just reallocate budgets, it redefines how we spend time, energy, and attention. Travis Claytor shares how to lead through it all.
The post Leading a Team Through a Big Transformation first appeared on Spin Sucks.
TL; DR Visibility Engineering: Do Your 10→5→2 We know that most of the buying journey happens before anyone talks to you. We discussed this in more detail two weeks ago, when we addressed our collapsed funnel, and last week, when we explored how to engineer visibility so you’re at the top of the list when […]
The post The Fastest Path to Engineering Your Brand’s Visibility first appeared on Spin Sucks.
Rage travels faster than facts. Christopher Barger explains how clear values and regular stress tests can keep your communications strategy grounded.
The post Leading Communications in the Age of Rage first appeared on Spin Sucks.
The communicators who get sh*t done aren’t louder or luckier, they’re intentional. Travis Claytor shows how to drive action even in bureaucratic environments.
The post How Communicators Get Sh*t Done In Bureaucratic Environments first appeared on Spin Sucks.
TL; DR In an AI-shaped market, reputation is a ranking signal—if robots can verify you, humans convert faster. Measure the upper trust layer.: branded search, proof density, message delivery, linkbacks. Pair it with the bottom action layer: qualified sessions, form completions, demo-held rate, and pipeline influenced. Run PESO as a sequence, not silos: Recognize → […]
The post How to Measure Brand Awareness, Trust, and Reputation first appeared on Spin Sucks.
TL; DR Price outcomes, not hours. AI collapses drafting time; your fee maps to judgment, QA, compliance, and results. Operationalize standards. Add an AI Accountability Addendum (provenance, data non-training, IP warranties, security, human signoff, remediation). Show your receipts. Use a Deliverable Map that labels AI acceleration vs. human decisions, with QA proofs and rights logs. […]
The post Handling the “AI Discount” Question from Clients first appeared on Spin Sucks.
What if everything you’ve been told about building trust is wrong? Travis Claytor unpacks five myths that shape how we earn credibility in the age of AI.
The post 5 Myths About Trust in the Age of AI first appeared on Spin Sucks.
Bot-created boycotts are real. Gini Dietrich has a first-24-hours crisis playbook to diagnose inauthentic spikes, respond without fueling outrage, and protect your brand.
The post How to Prepare for a Bot-Created Crisis first appeared on Spin Sucks.
Integrated communications isn’t about one win. Travis Claytor explains how consistent progress comes from the discipline of always asking “what’s next?”
The post The Power of Asking What’s Next for Integrated Communications first appeared on Spin Sucks.
Stop duct-tape marketing. Gini Dietrich shows you why the PESO Model® is your marketing operating system for clarity, efficiency, and revenue attribution.
The post The Case for a Marketing Operating System first appeared on Spin Sucks.
Why do we keep making the same mistakes in crisis response throughout history? Matt Charles says it usually comes down to one factor: leadership.
The post History Repeats: Leadership Lessons in Crisis first appeared on Spin Sucks.
