Podcasts about Peso

Episodio 308. ¿De quién es la culpa de tu peso extra?  Quédate conmigo en este episodio porque este tema no te lo quieres perder. Es para ti y te va a ayudar no solo a asumir responsabilidad, sino a dar un paso que puede cambiarlo todo. Y antes de entrar al tema, quiero decirte algo importante. Estamos a días de empezar un nuevo recorrido de Más Allá del Peso, que es el espacio ideal para soltar el peso extra y crear tu mejor versión. Si quieres hacerlo acompañada, con guía y con estructura, apúntate hoy mismo en monicasosa.com/primerafila. Ahí te aviso en cuanto abramos puertas. Y ahora sí, vamos al tema. Sé que muy probablemente, desde que viste el título de este episodio pensaste: "Pues sí… la culpa de mi peso extra es mía". Y quizá dentro de ti dices: porque como de más, porque como lo que no debo, porque no tengo horarios, porque como mucho postre, porque tomo vino, porque como harinas. Y sí, esa es la acción que suele estar detrás de los kilos extras. Pero con este episodio quiero irme más allá. Quiero que te preguntes algo con mucha honestidad: ¿qué estás esperando que cambie en tu vida para poder soltar el peso extra? ¿Hay algo que tú sabes que si desapareciera, o si fuera diferente, te haría más fácil comer mejor? ¿Qué es? ¿Es tu edad? ¿Los antojos de tu esposo? ¿Tu trabajo? ¿Tu vida social? ¿El estrés? ¿El país donde vives? ¿Tus hijos? ¿Tus horarios? En mi caso… era vivir en Estados Unidos. Literal. Al mes de llegar aquí subí diez kilos. Diez. Y a quien le contaba me decía: "Ay sí… bienvenida… es que aquí la comida engorda", "Engordas solo de verla", "Las porciones son enormes", "Algo tiene la comida aquí que engorda". Y quizá no todo mundo me lo decía, pero bastaron un par de personas para que eso me retumbara como una verdad absoluta. Recuerdo perfecto que una de ellas me dijo: "Resígnate… eso es solo el principio. Ni luches. Mejor acéptalo, porque aquí así es". Y algo dentro de mí no terminaba de convencerme, porque, perdona, no todas las personas que viven aquí tienen sobrepeso. Pero bueno. Yo trataba de ponerme a dieta, y mi esposo abría botellas de vino, y yo pensaba: no puedo despreciarlo. Empezábamos a conocer gente, íbamos a casas, y yo pensaba: ni modo que no coma lo que me ofrecen. Entonces mi conclusión era: el cambio me hizo engordar y por culpa de mi nueva vida me era imposible bajar de peso. Si a eso le agregamos conversaciones con amigas que decían con total certeza que después de los cuarenta el metabolismo se hace más lento y hasta el aire engorda, pues ya tenía más culpables en la lista. Entonces mi pensar era: si no viviera en Estados Unidos, si mi esposo no fuera tan antojado, si no tuviera tantos compromisos, si fuera más joven, no tendría peso extra. Claro que no me lo decía así, tan literal, pero lo creía. Totalmente. Y aquí pasó algo importante. Había días en que las circunstancias eran "perfectas". Mi esposo se iba de viaje, no tenía compromisos, tenía comida saludable en casa, y aun así yo comía de más. Ahí fue cuando algo dejó de cuadrarme. Porque si el problema era el país, o los antojos de mi esposo, o mi vida social, ¿por qué seguía pasando? Fue entonces cuando empecé a hacer mi diario de alimentos. Y el diario me ayudó a ver algo con mucha claridad: la comida extra no tenía nada que ver con vivir en Estados Unidos, ni con los antojos de mi esposo, ni con mi vida social. Consumía comida extra en momentos que no eran comida. Antes de comer, después de comer, entre comidas. Picoteo constante, snackeo, abrir la alacena sin hambre. Ahí pude reconocer algo clave: mi peso extra era por comer extra. Pero el diario solo me mostró el comportamiento. Lo que realmente cambió todo fue empezar a notar qué estaba sintiendo cuando comía. Empecé a ver que comía cuando estaba sola, cuando estaba incómoda, cuando extrañaba mi vida anterior, cuando estaba aburrida, cuando estaba frustrada. Y ahí entendí algo profundo: comía de más para evitar sentir menos. No es algo consciente. No es "no voy a sentir, mejor como". Es automático. Porque ¿qué es sentir? ¿Qué es permitirte experimentar una emoción? Yo no lo sabía. Ni siquiera me lo cuestionaba. Yo creía que era bueno ser positiva siempre, y me consideraba positiva. Decir "estoy triste" era de quejosas, de negativas. Yo no soy así. Lo paradójico es que no expresaba mis emociones negativas porque no sabía que era necesario, pero bien que me quejaba de todo: del clima, de mi peso, de mi falta de fuerza de voluntad. Y aquí está el mensaje central de este episodio: no es la circunstancia lo que te hace subir de peso, es lo que haces para no sentir lo que esa circunstancia te provoca. Te comparto esto hoy porque quizá tú quieres soltar peso extra. Sientes que cargas kilos que no van contigo, que no te representan. Pero una parte de ti está convencida de que ciertas circunstancias de tu vida tienen que cambiar para que tú puedas bajar de peso. Y otra parte de ti cree que esas circunstancias no van a cambiar, y entonces también cree que no vas a bajar de peso. Si has llegado hasta aquí, sigue conmigo. Respóndete esto con honestidad: ¿a quién le estás echando la culpa de tu peso extra? ¿Qué crees que si cambiara, tú no estarías cargando estos kilos? Nómbralo. Identifícalo. Míralo. Y date cuenta de cuánto poder le estás dando. Y sobre todo, date cuenta de que si eso no cambia, hay algo que sí puedes cambiar tú. Quítale el poder a eso y póntelo tú. Te propongo algo simple y poderoso. Escribe en un papel todas las quejas que tengas de esa situación. Todas, sin filtro. Quejas de tu esposo, de tus hijos, de tus papás, de tu edad, de tu trabajo, de tus horarios, de tu vida social, de lo que sea. Date permiso de quejarte en un espacio seguro. Luego observa lo que sientes. ¿Enojo? ¿Frustración? ¿Resentimiento? ¿Tristeza? Y ahora pregúntate: ¿cuántas veces he comido para no sentir esto? Porque ahí está la raíz. Y hoy puedes hacer una promesa simple: no voy a comer para evitar sentir. Cuando tenga hambre, como. Cuando sienta emoción, respiro. No necesitas que tu vida cambie para cambiar tú. Tenlo presente: Tu si Puedes hacerlo.

The PESO Model has been guiding smart communications strategies for over a decade, but the tactical landscape underneath it keeps shifting. In the latest evolution, Gini and her team have completely revamped the PESO Model Certification to address how AI and large language models are fundamentally changing visibility in 2026. In this episode, Chip interviews Gini about the newly updated certification and what’s changed in how organizations should think about paid, earned, shared, and owned media. The conversation centers on “visibility engineering”—the intersection of owned and earned media where LLMs are scraping information and making decisions about who appears in AI-generated answers. Gini explains why owned media remains the foundation (without content on your own properties, there’s nothing to demonstrate to journalists, creators, or LLMs what you’re about), but the recommended path has shifted from owned-then-earned-or-shared to a more deliberate owned-then-earned-then-shared-then-paid sequence. This evolution reflects how AI systems verify information by comparing what’s on your website against what credible third parties say about you. They also tackle the persistent “X is dead” headlines that plague the industry—whether it’s websites, PR, or press releases. Chip and Gini push back hard on the notion that websites are becoming irrelevant, pointing out that your owned content hub becomes more valuable in an AI-driven world, not less. It’s your source of truth, the fuel for custom AI assistants, and the foundation that persists even as social platforms come and go. The conversation covers practical questions about implementing PESO in smaller agencies, whether you need to be full-service to deliver on all four pillars, and how the certification meets communicators at different experience levels—from college students to seasoned professionals. If you’ve been treating PESO as just four columns of tactics rather than an operating system for communications, this episode clarifies what you’re missing. Key takeaways Gini Dietrich: “Owned is still the foundation because without your own thought leadership, your subject matter experts, your content, all of that, there’s nothing to demonstrate to a journalist, a creator, a newsletter author, a podcast host, what you’re about and how you’re different.” Chip Griffin: “In a world where you’re able to start customizing your own versions of LLMs for your internal or external audiences, huge value exists there. So having that central repository, I think is actually of increasing value today, not decreasing.” Gini Dietrich: “We are in a zero click world. And so how does that affect the work that we’re doing? It’s really how are we helping to inform humans, search engines, and LLMs so that we’re showing up no matter if it’s a human looking, if it’s Google surfacing information or if it’s an AI surfacing information.” Chip Griffin: “Having your content in a world where you’re able to start customizing your own versions of LLMs for your internal or external audiences, huge value exists there. That would not be possible without a thousand plus articles and videos because that is the fuel for that tool.” Turn ideas into action Audit where your owned content actually lives. Open a spreadsheet and list every place you’ve published content over the past two years—your website, Medium, Substack, LinkedIn articles, guest posts, anywhere. Mark which platforms you own versus rent. This awareness exercise reveals how vulnerable your content strategy is to platform changes and algorithm shifts. Map one content piece through all four PESO pillars. Take your next webinar, speaking engagement, or major thought leadership piece and plan the full PESO path before you execute: owned content on your site summarizing key insights, pitching earned media opportunities based on those insights, creating social distribution that doesn’t just promote but educates, and identifying where paid amplification makes strategic sense. This forces you to think about PESO as an integrated operating system rather than disconnected tactics. Dive deeper into the PESO Model. Visit spinsucks.com/peso-model-certification to learn more about the newly updated certification program. Whether you’re looking to formalize your team’s approach to integrated communications or simply understand how the model has evolved for the AI era, the certification provides a structured path from foundational concepts through practical implementation. Resources For more on the PESO model, visit the Spin Sucks website Related Agencies need the PESO model now more than ever Has the PESO Model become a necessity for modern agencies? How PR agencies can use the PESO Model to improve client retention How to allocate your client's PESO budget Wake up or get left behind: AI is forcing your hand View Transcript The following is a computer-generated transcript. Please listen to the audio to confirm accuracy. Chip Griffin: Hello, and welcome to another episode of the Agency Leadership Podcast. I’m Chip Griffin. Gini Dietrich: And I’m Gini Dietrich. Chip Griffin: And Gini, I, I’ve heard that you might be involved with this thing, I think it’s called the PESO Model. Gini Dietrich: Oh, maybe. Chip Griffin: You may you use that, right? That’s, yeah. Just you found it and you said this should, this is something we should use. Gini Dietrich: Yeah. Something I just found and thought we should use it. Yeah. Chip Griffin: Yeah. Yeah, no, in all fairness, you are in fact the inventor of the PESO model, which is widely used throughout the PR and communications world, and it has been evolving with the times as we all should be. And so I, I think we have some, some new news that you’ve been sharing around the PESO model. Gini Dietrich: Oh, well, according to a couple of people on the internet, it has not evolved at all because they are not able to use Google or AI to say, has the PESO model evolved since 2014? Perhaps. It has. And you know, all of last year I spent a good amount of time, especially on the blog and the Spin Sucks podcast, talking about visibility engineering, which is where owned and earned media meet because that’s where the LLMs are getting their information, right. We’re finding more and more that they’re scrubbing websites and then they’re comparing that to earned media, to the things that media not, and not just traditional media, newsletters, podcasts, things like that, that they’re saying about the brand and looking to see if they match. And if they do, then they’re appearing. You’re, you start to appear in AI answers. So I spent a good amount of time last year exploring that and understanding that and, you know, using the blog and the podcast as my sandbox to learn more about it and teach the industry about it and understand what was happening. As part of that, I said, okay, it’s time to do a big refresh of the certification. Because we did the certification in 2020 and then we did a small update to it in 2024. And this one is a completely revamped certification that shows you how exactly AI is… how exactly you’re showing up in AI answers and doing that via the PESO model. So we start with owned, we go to earned, then we use shared and paid. There’s integration and measurement and it brings it all together. So I’m actually, I said to my team, not to brag, but this is really good. It’s a really, really good course. And we hired, last March I hired a chief learning officer who has helped me build it into something that’s more effective for an adult learner. So it’s really specific to, you know, you can get the work done while you’re also a working professional. So she has done a really nice job of bringing that element into it. It has AI prompts so that you can use the PESO AI that we built to help you do the work. And it’s, it’s pretty good. I’m, I’m really proud of it. I’m really proud of the work we did. Chip Griffin: Well, I mean, it really is something that, that fuels most communication thinking in smart organizations today, whether that’s agency side, client side, that sort of thing. Now it’s not always as well understood it should be. Some people just throw the term around. A little bit willy-nilly. Yes. You know, without really thinking it through. Of course there are other people who claim that it’s also their invention, which is, you know, but we’re not gonna go down that path ’cause we’re staying positive today, Gini. Gini Dietrich: Yes, yes. We’re gonna stay positive. Positive, yes. Chip Griffin: But I think to, you know, to me, one of the things that, when I look at the PESO model, I think is, you know, it’s great because it is an overall set of principles and framework that is effectively timeless when it comes to communications. And then it’s the implementation side of it. The tactical side of it. That’s the piece that needs to evolve. The, I mean, the four letters are still the same. It’s not like you, right? Yes. The evolution has not been to change PESO to something else. Gini Dietrich: Nope. Chip Griffin: It, it’s really just saying. Okay. All of these different components, the paid, earned, shared, and owned have evolved over the last 10 or 15 years. Yeah. And so how we implement it needs to adapt to that. Gini Dietrich: Yeah. It’s very much, I mean, when we did it in 2020, it was very much like how, how you’re using content marketing really to inform your contributed content through earned and then sharing that link through, through social and then putting some money behind it to boost it. And that was, you know, that was six years ago, and it worked back then, right? It’s still, social still worked from the perspective that you could post a link and people would follow that path back to your website. Well, people don’t do that anymore. You know, we are in a zero click world. And so how do, how does that affect the work that we’re doing? So, you’re right, the paid, earned, shared, and owned doesn’t change. That model stays the same. It’s the pieces on top that, that have evolved. And so now it’s really how are we helping to inform humans, search engines, and LLMs so that we’re showing up. No matter if it’s a human looking, if it’s Google surfacing information or if it’s an AI surfacing information, we show up no matter what. And it’s really, that’s what it’s really about is how do you engineer that visibility? How do you make sure that you’re showing up in the right places at the right time to the right people? Chip Griffin: And so if you’re, if you’re thinking about leaning into the PESO model for your communications needs. You know, where should you be starting today? Is it owned? Is it social? Is it, you know, how, has it changed? If at all from that standpoint over the last decade? Gini Dietrich: Owned is still the foundation because without anything, without your own thought leadership, your subject matter experts, your content, all of that, there’s nothing to demonstrate to a journalist, a creator, a newsletter author, a podcast host, what you’re about and how you’re different. So that’s the foundation. There’s nothing do than to just create that distribution layer through shared, and there’s certainly nothing to amplify through paid. So that’s always been the foundation. There are of course exceptions if you’re selling widgets or your, you have an Amazon store or something like that, then I would probably start with paid, but that’s the exception to the rule. For the most part, most organizations need to start with owned. And we used to say that then you could go to earned or shared. Depending on your goals. Now we’re saying actually the best path for engineering that visibility is owned, then earned because you need that credibility, so the LLMs can cite that information. Then you build your distribution layer, and then you amplify your work. Chip Griffin: So I, think what I’m hearing you say is that websites are not dead despite all of these, you know, headlines that you like to see people’s, Gini Dietrich: No, they are not. Chip Griffin: The, the rise of LLM, websites are dead. You’re not even gonna need a website in five years. Gini Dietrich: No, we still need a website because otherwise the LLMs don’t have anywhere to get the information about you. Humans don’t have any, I mean, we still go to websites. We might not go, you know, a direct click like we used to, but we still go to websites to get information. So yeah, you still need a website. I hate the, such and such is dead. The PR, there’s one that PR is dead right now. Like PR is not dead. Come on. You can’t do, you’re not going to show up in AI answers if without PR. So PR is not dead. Chip Griffin: No, the X is dead has always been one of my pet peeves when it comes to, I mean, that, that really is something that, that took off during the start of the social media era. Yeah. Whether it was the press release is dead. This is dead, whatever. I mean, and, you know. Just, it’s not true. I mean, we, you know, I always used to say back 20 years ago, you know, people used to say that radio was dead. Radio is still very much around, and radio is still around in certain forms. I mean, when I’m driving around, I listen to radio. Yes. Is it terrestrial radio? No, it’s satellite radio. Gini Dietrich: Right. Chip Griffin: But guess what? It’s still radio. Gini Dietrich: It’s still radio. Yep. Chip Griffin: Right. Podcasts are effectively radio. Transmitted in a different fashion. Yep. And so, you know, I think that the people need to understand that the underlying technology may evolve, some of the tools will evolve, but Gini Dietrich: absolutely Chip Griffin: the, principles and concepts will largely remain the same. Doesn’t mean that everything stays. Yeah, certainly some things, you know, do go away, or become so small that they’re irrelevant, but you know, I think we need to be careful about those things. And, to me, with a website, to me, the other value is it still is a great place to be the central repository of all your information as all of these things change around you. I mean, if, for the last 10 or 15 years you’ve been using your website as your content hub and housing at least your most important, most valuable stuff there, it doesn’t matter whether medium or substack comes or goes. It doesn’t matter whether people move from X to LinkedIn to whatever. Yep. You still have a source of truth for your own information, which becomes even more valuable in the world of AI and LLMs. Gini Dietrich: That’s exactly right. I mean, we, have preached for years, we’ve all preached for years that you should not build an audience or content on rented land because to exactly your point, the rented land goes away. X has become something that nobody wants to hang out on. We’ve moved to LinkedIn. Lots of people have moved to Substack. So, those pieces will change. So don’t, I think that theory, philosophy stays the same. Because you have, you are building something that you own, that you control, and allows you to control that narrative and be, tell the story the way you want to, and then you rent that out to other places versus building on rented land where it will go away. Chip Griffin: Well, and I think that there are a lot of avenues that are opening up to organizations with, you know, particularly those that have more content already, but also by building it up. And I think in particular of the AI assistant I built on the SAGA website. Mm-hmm. Yep. That would not be possible without a thousand plus articles and videos and that kind of stuff because that is the fuel for that tool. Yep. And, and if I was trying to do it based off of, see what you can find that I’ve posted on LinkedIn or Twitter or things over the years, and it’s just not gonna work. And so having that in a world where you’re able to start customizing your own versions of LLMs for your internal or external audiences, huge value exists there. So having that central repository, I think is actually of increasing value today, not decreasing. Gini Dietrich: Yeah, that’s actually a really good point. I was talking to a client last week and she said that one of the goals for 2026 is they have 17 different brands. So each brand has its own chief executive. And what she has, what she wants, the comms team for each of those brands to do is build an AI agent that helps them with that CEO’s voice. And they can’t do that without content. They can’t do it without the executives’ speeches, webinars, podcasts, appearances, media relations, like they have to have all of that content, blog posts that they’ve written or articles that they’ve written for the website. They have to have that to be able to feed that and train the AI. So without it, they don’t have any, to your point, fuel that will allow them to do that. So 100% that is accurate. Chip Griffin: So as, we’re thinking about implementing PESO properly, so not just, I heard the term, it sounds cool. I made a list of four columns of each, and I just started just chucking stuff in there. Gini Dietrich: Mm-hmm. Chip Griffin: I mean, how do I go about learning it the right way? And I’m, you know, we’re not turning this into a QVC Gini Dietrich: Are you throwing me a softball? Chip Griffin: you know, show here. But at the same time, I, think it is valuable for people to understand what is out there in a more formal sense, to understand and, adopt the process for their own organization. Gini Dietrich: I mean, obviously the PESO model certification is the place to get the information because one of the, one of the things we see is exactly what you said, that people create their four columns and they say, okay, well we’ve got some content and we’re doing some media relations, and we’re throwing that on social. And all right, we’ll put some, budget behind some of our organic social, and we’ve got the PESO model. And that’s, not the PESO model, that’s a list of tactics. So what the certification does is it walks you through exactly. There’s this, a scientific layer to it. It walks you through that scientific layer that allows you to embed an operating system, that let that foundation of your work so that as things evolve and the industry changes and your business goals change, you’re able to change the tactics on top of it. We also hear, well, gosh, my, you know, my clients can’t afford to do a full PESO program, so what should I do? And in fact, they can afford it. You’re just thinking about it as this huge, overwhelming thing. And so the certification walks you through if you’re a solopreneur or a small agency, that walks you through if you’re a midsize, and it walks you through if you’re a large corporation or an enterprise organization. And I will say for small organizations, which are most of our listeners. It’s really about how do you take one piece of content and repurpose it. So let’s say that you do a webinar. How do you take that webinar and create some content around it that, from what the webinar was, not promoting it, not trying to get registrations, but saying, okay, here’s what we learned in the webinar. So we’re gonna create some how-to or thoughtful content for that. And then we’re gonna take pieces of the webinar and we’re gonna break it down for social posts. And then yeah, we’re gonna put some money behind some of it. And we’re also gonna go to some of our trade media and we’re gonna say, Hey, listen, our subject matter expert or our chief executive just did this webinar and here’s what they talked about. Are you interested in some contributed content? So it allows you to do that in a really interesting, effective way without you having to spend hundreds of thousands of dollars or have a large team. You can do it without a lot of resources. I mean I built the PESO model framework for my agency and we were not, at the time, a big agency. Mm-hmm. So that’s what it was built for, is to make it so that we could do more with less and do more with less resources and, less time and less people and less budget and all the things. So it is definitely, definitely feasible. So that’s what it teaches you how to do. Chip Griffin: So I, you know, I think one of the other concerns that, some particularly smaller agencies have when it comes to PESO is not just the, clients and their budget, but, their own capabilities and, you know, so is it realistic for a small agency to be able to, you know, deliver? We, we talk all the time about being careful about being a full service agency. Yep. But to, implement PESO, do you have to be a full service agency? Gini Dietrich: You do not. That’s the other thing that the certification walks you through is if you have the capability yourself in house. Or you yourself can do it. Then here’s how you do it. If you are building it for an external team or an external agency, here’s how you do it. If the client has a team that can do it, here’s what you’re going to do to build the strategy and the creative brief, and then you’ll hand it off. But here’s what is expected for. Here’s, what’s expected of you to deliver, and here’s what the expectation is for the output from the client team or the agency team, whatever happens to be. So it has those three paths depending on where you are. So yeah, that’s a really good point. It doesn’t the, certification expects you to, build the plan and the strategy, and then based on where you are, it meets you where you are. So if, you have a team that you can execute or that you can delegate it to, great. If your client has a team you can delegate it to great. But it meets you where you are so that you don’t have to be the expert, you don’t have to be the strategist, you don’t have to be the influencer, but you do have to build the plan and the strategic path to be able to help the team get there. Chip Griffin: Mm-hmm. Um, and I mean, let’s talk through some of the logistics around the certification. I mean, how long does it take to get certified? Is this, you know, I, do a weekend course and I’m done. Is it an ongoing process? Is it, you know, is it the equivalent of a master’s degree? I gonna spend two years with, you know, countless hours? What exactly does it look like? Gini Dietrich: It’s built to be done in eight weeks, but I will tell you that most working professionals do not do it that fast. I would say most working professionals do it between 10 and 12. Each module is, so you have the intro earned or owned, earned, shared, paid, integration, measurement, and then the operating system and how to embed that. So it’s eight modules and each module has between 6 and 12 lessons, and each lesson is like 8 to 10 minutes. So, you know, you’re looking at an hour to an hour and a half of learning of content and then you have the exercises for each lesson. So I would venture to guess it’s, you know, if you use the AI prompts effectively, that are in there, it’s between two to five hours a week probably. Chip Griffin: And, who is the certification best for? Is it someone who’s got, you know, prior experience, is this, Hey, I’m fresh outta college and I want to have this so I can use it to, you know, improve my, my job prospects. You know, what, kind of experience are they expected to have, or knowledge are they expected to have coming in? Gini Dietrich: It’s, we built it for any level of expertise. The interesting thing about it, of course, if you have more experience, it’s easier for you to grasp the concepts and implement it quickly. But we also use the certification in a hundred plus universities and the kids, the students go through it. So we find that they… It’s different for them because they have to use a fake business where you can use your own business or you can use your client’s business, right? They have to kind of create the business as they go. But it’s really fun to see what kinds of things come out of that. So it’s built for every level of expertise. It’s a different way of thinking about communications. So it’s not like you have to have 20 years of experience or only a year of experience. It’s because it’s teaching you something new. Chip Griffin: Gotcha. And is the, are the certifications only at the individual level? Are there agency certification programs? What exists in that frame? Gini Dietrich: Yeah, we’ve, that, that’s a great question that we evolved too. So it used to be, it was individual based and now we’ve built it so that you can put a team through it, you can put the whole agency through it. The certification itself goes with the individual because it comes through Syracuse University. So it is, so if you have a team member that you wanna put through it, if they leave the certification goes with them. So you cannot say that you do the PESO model anymore if they leave. So we always recommend, I mean, you know, I’m an agency owner, so I’d love to see the agency owner themselves go through it, but I also know that that’s not always doable. So, but if you want the certification to stay with your agency, that’s the way to do it. Chip Griffin: Mm-hmm. And it, you know, I guess as, we’re winding up here, you know, where do you see the, PESO model headed in, the years, you know, in front of us? I would assume it will continue to evolve. Does your crystal ball tell you anything about, you know, what that evolution will look like? Gini Dietrich: It will continue to evolve. I have not looked into my crystal ball yet because I’ve been so heads down deep into developing the content for this that I haven’t been able to forward think yet, but I’m very much looking forward to being able to go back to my regular job and, start to think about the future, but I’m not there yet. Chip Griffin: I, I, guess that’s fair. I guess asking you for the, next version before this version is even fully out in the wild may, Gini Dietrich: I’ve literally been like blinders on, heads down, creating all of this content. Chip Griffin: I had to try at least, you know, see if I could get the inside a scoop on where the industry is headed so that I can… Gini Dietrich: Ask me in a month. Chip Griffin: I can get there before everybody else, or at least before everybody else accept you. Alright. If someone, wants to learn more about the PESO model or the certification or any of that kind of stuff, where’s, the best place for them to go for that? Gini Dietrich: I feel like we just did an interview. Chip Griffin: Well, that, that was not the intent going, but it made the most sense to me. And I, you know, me, I, follow the thread wherever it feels like it goes. That’s fair. Some of these were questions I actually didn’t know the answer to, so I thought I would ask them. Gini Dietrich: Yeah. Alright. spinsucks.com. There’s a PESO model certification page. I think it’s actually PESO-model-certification. Chip Griffin: You love your hyphens on that website. Gini Dietrich: I don’t know why it’s that way. That’s just what they do. Chip Griffin: Oh, well. Gini Dietrich: Ask our web firm. Chip Griffin: I’m, sure people can end up finding it. Gini Dietrich: PESO model certification. Spin sucks.com. Chip Griffin: There you go. Excellent. Well, I, think this was good information and I think we, you know, we do talk a lot about the importance of, you know, agencies continuing to adapt. Particularly in, in this age of AI. And, if we are standing still, you know, we are gonna lose our jobs to AI and the other enhancements and improvements that are out there. I think this is one of many ways that you can, make sure that you are not getting left behind and, so, certainly something that most agencies should be at the very least learning more about, if not actually directly implementing within their businesses. Gini Dietrich: Yep. Yeah, and, like I said, it has AI baked in, so if you’re still on the fence about AI, it’s a good way to dip your toes in the water. Chip Griffin: And if you’re still on the fence on AI, why? Gini Dietrich: It’s so much fun! Chip Griffin: It really is. It can be a time suck at times, but it’s, yeah. It’s also fun and, frankly useful. I mean, I think that’s the… But anyway, that when this is not an AI show, this is a PESO show. Gini Dietrich: Right. So, right, right. Chip Griffin: We, will come back and bash you on AI again in the future. Not, you, but you the listener. You the listener. Gini Dietrich: Yeah. Chip Griffin: Alright. With that we’ll wrap up this episode of the Agency Leadership Podcast. I’m Chip Griffin. Gini Dietrich: I’m Gini Dietrich. Chip Griffin: And it depends.

El director de Más de uno ha lamentado también el espectáculo que se ha desatado en el Congreso tras la polémica, entre gritos de dimisión y aplausos encendidos por la agresión a una mujer.

En este episodio reflexionamos en Proverbios 17:16 y cómo aplicarlo a la transformación de hábitos desde una perspectiva bíblica y profunda. Muchas mujeres oran por bajar de peso, mejorar su salud o cambiar su vida, pero olvidan que Dios no obra con magia, sino formando carácter y sabiduría. Descubre por qué el esfuerzo sin entendimiento es en vano, cómo alinear tu fe con tu proceso de pérdida de peso y por qué la verdadera transformación comienza en el corazón antes que en la balanza. Si eres una mujer creyente que desea vivir con propósito, disciplina, identidad firme en Cristo y coherencia espiritual mientras trabaja en su cuerpo y su salud, este mensaje es para ti. Aquí hablamos de sabiduría, perseverancia, autocontrol, renovación de la mente y cómo permitir que Dios sea el centro de tu transformación.

Bom dia! ☕As roupas com tecido tecnológico da Insider estão aqui.Para simular seu investimento no exterior pela Remessa Online e garantir 15% de desconto (THENEWS15) no spread, clique aqui.Compre ⁠⁠⁠aqui⁠⁠ ⁠sua canequinha do the news.No episódio de hoje:

En este episodio nos sentamos a hablar de esos amigos que valen un peso y ni eso pagan

¡Bienvenida a un nuevo episodio de minigreenpod!Aquí te comparto las principales diferencias entre el tofu y el tempeh y sus principales fortalezas a nivel nutricional. Gracias por ser parte de mi comunidad de escuchas. Encuentra mi libro  "Alguien en casa quiere comida vegetariana. Guía básica para mamá y papá" en Amazon, Kobo, Apple books o en mi tienda online: https://nutriologaexperta.com/tienda/ Suscríbete en la membresía aquí: https://nutriologaexperta.com/servicios-costos/ Si esta información resuena contigo y deseas un acompañamiento uno a  uno, yo puedo ayudarte a mejorar tus hábitos y tu manera de  alimentarte. Suscríbete a la membresía nutrióloga experta aquí: https://nutriologaexperta.com/servicios-costos/ Búscame como Nutrióloga Experta en Facebook, Instagram, Pinterest y suscríbete a mi canal de Youtube, ahí está disponible mucho más material de valor que he creado para ti. Por favor deja tu reseña en Itunes y en Spotify, así me ayudarás a mejorar el contenido de este programa.

Si no has escuchado los episodios anteriores, te recomiendo hacerlo. Vas a ver que este episodio sí que cierra el círculo. Y quiero decirte que estoy muy emocionada de cerrar esta serie contigo, hablándote hoy de un error que casi nadie nombra, pero que para mí es uno de los más importantes. Este error no se vé, no se nota, pero pesa muchísimo. El error es creerte tu historia… y tratar de hacerlo sola. Y quiero explicártelo de una manera muy simple. Estamos muy acostumbradas a pedir ayuda para muchas cosas. Sabemos que necesitamos apoyo. Contratamos entrenadores cuando queremos aprender a hacer ejercicio, buscamos nutriólogos para que nos digan qué comer, tomamos clases o cursos cuando necesitamos aprender algo nuevo. Pero hay algo para lo que casi nunca pedimos apoyo, y es para aprender a manejar nuestra mente. Y mira, sin darnos cuenta, vivimos solas con nuestros pensamientos. Dime si esto te suena familiar: "Estoy estancada." "A mí hasta el aire me engorda." "Me cuesta muchísimo bajar de peso." "Subo súper rápido y bajo bien lento." "Es que a mi edad ya no se puede." "Mis antojos me traicionan." "¿Para qué me esfuerzo si no se nota?" "Seguro estoy haciendo algo mal." "Soy un caso perdido." ¿Te suena familiar alguno de estos pensamientos? Quiero decirte algo muy importante: el problema no es que estos pensamientos aparezcan. Eso es totalmente humano. El problema es que te los creas. Porque cuando te los crees, empiezas a actuar desde ahí y se convierten en tu historia, en tu realidad. Cuando te crees la historia de "estoy estancada", comes desde la frustración. Cuando te crees la historia de "a mi edad ya no se puede", te desconectas de la intención de cuidarte. Cuando te crees la historia de "nada me funciona", te rindes, incluso cuando ya estabas avanzando. Y pasa algo verdaderamente triste. Te saboteas sin darte cuenta. No porque no puedas lograrlo, no porque no quieras, sino porque te quedas sola con tus pensamientos, con tu mente, que realmente no ha sido entrenada para acompañarte. Y no es que tú no seas capaz de cambiar tus pensamientos. No es que tú no seas capaz de ver las cosas diferente. Es que cuando estamos dentro de la historia, no podemos verla completa. A mí me pasa. Aun teniendo todas las herramientas que tengo, aun llevando años en este camino, yo también me compro mis historias. Me creo un montón de mentiras que no me sirven… pero me las compro y las convierto en mi realidad. Historias de exigencia. Historias de no soy suficiente. Historias de no soy buena mamá, no soy buena hija, no soy buena esposa, no soy buena amiga. Historias de no debería estar batallando con esto. Y benditas coaches que he tenido, porque son ellas las que me sacan de ahí. Tener una coach me ha cambiado la vida. Y acudo a ella no porque yo no sepa cómo cambiar mis pensamientos, no porque sea poco inteligente o porque sea débil, sino porque necesito a alguien que me ayude a ver lo que mi mente está distorsionando, lo que mi mente se está creyendo, las mentiras que me estoy contando y las historias que estoy haciendo realidad. Mi coach me ayuda a ver mis avances cuando yo solo veo lo que estoy haciendo mal o lo que me falta hacer. Me ayuda a cuestionar la historia que me estoy contando. Me ayuda a regresar a la verdad. Me ayuda a conectar con mi espectacularidad, con mi forma única de ser. Y te lo digo con toda honestidad: no lo podemos hacer solas todo el tiempo, especialmente cuando queremos crear resultados diferentes. Si queremos cambiar nuestros resultados y nuestra historia con el peso, con el cuerpo y con la comida, hacerlo solas es prácticamente garantía de seguir generando los mismos resultados de siempre. Porque este tema es mucho más que un número en la báscula. Es mucho más que qué comer. Este tema incluye emociones, identidad, expectativas y heridas. Considéralo. Quizá este sea el error que has estado cometiendo y que no te ha permitido cumplir tu propósito de bajar de peso. Quizá lo que necesitas no es más fuerza de voluntad. No es conocer otra dieta. No es exigirte más. Lo que necesitas es acompañamiento. Necesitas a alguien que te acompañe a lograr tu meta. Que te ayude a conectar con tu porqué. Que te invite a parar y a generar claridad cuando estés confundida, decepcionada o frustrada. Necesitas un espacio seguro. Un espacio con alguien que crea en ti. Un espacio donde puedas compartir tus pensamientos, sacarlos, mirarlos, dejar de pelearte con ellos y dejar de creértelos. Necesitas a alguien que sepas que no te va a juzgar por lo que piensas. Alguien que crea en ti. Que te ayude a creer en ti. Que te ayude a no rendirte. Necesitas dejar de hacerlo sola. Y si mientras escuchabas este episodio sentiste un "sí, esta soy yo", si reconociste que este ha sido tu error, creerte tu historia y tratar de hacerlo sola, quiero invitarte a dar el siguiente paso. Apúntate en monicasosa.com/primerafila para que puedas unirte a Más Allá del Peso en cuanto abramos las puertas de ese espacio. Yo estaré encantada de acompañarte en este camino. De verdad, será un honor. Es mi pasión hacerlo. Te acompaño a lograr esa meta que tanto deseas. Te acompaño a aprender a mantenerte ahí, en paz con tu cuerpo, con la comida y enamorada de ti misma. Te acompaño a que pruebes y compruebes de lo que eres capaz cuando empiezas a creer en ti. Y si decides no hacerlo conmigo, busca a alguien. No lo hagas sola. Te lo vas a hacer más fácil… y mucho más disfrutable. Y hasta aquí dejamos este episodio. Si por alguna razón no has escuchado los episodios 305 y 306, te invito a que los escuches. Y antes de despedirme, quiero pedirte un favor. Si te gusta este podcast, déjame por ahí cinco estrellitas y un review en Apple Podcasts, en Spotify o en la plataforma donde me escuches. Eso me ayuda muchísimo a llegar con este mensaje a más mujeres espectaculares como tú. Con mis deseos de que tengas una semana, un día y una vida espectacular. Con mi cariño,  Tu coach Mónica

Bienvenidos a un nuevo episodio de Alcorte Podcast, grabado en la Torre del Jarama. Hoy nos acompaña Bernardo, representante de Hyrundo Motors, importador oficial de Caterham en España.Charlamos sobre la historia de esta mítica marca británica, nacida para ofrecer conducción en estado puro, sin filtros. Hablamos de lo que representa hoy en día vender coches sin ABS, sin ayudas, sin lujos… pero con sensaciones por encima de todo.Descubrirás: • Qué es un Caterham y por qué pesa solo 500 kg • Quién compra este tipo de coche en 2026 • Qué se siente al conducir algo así • Por qué menos potencia puede darte más adrenalina • Y cómo mantener viva una marca icónica en tiempos de coches eléctricos y SUVsUn episodio para los que buscan conectar con la carretera y no con una pantalla.--------------

A previsão do tempo para o período de carnaval é de altas temperaturas em boa parte do país. Para muitos, calor pode significar inchaço e dor nas pernas. O médico e cirurgião vascular Márcio Steinbruch explica por que as pernas parecem mais pesadas no calor e dá dicas para aliviar os sintomas, em especial aos foliões. Acompanhe a entrevista.

We are live! And this time from Apogee Dispo in Sunland Park NM. Tune in as Juantito Jones makes his After Party debut and Tiara, a local up and coming nightlife promoter, her company TNS Productions and DJ tells us about some after party stories, her favorite after party she has been to plus! She answers some horny questions straight from instagram. Follow us on social media @AaronScenesAfterParty

#AlmaCero habló sin filtros y confesó las razones detrás de su AUMENTO de peso, revelando que todo está ligado a un nuevo proyecto profesional. No te pierdas lo mejor del espectáculo de lunes a viernes De Primera Mano a las 3 p.m. con Gustavo Adolfo Infante, Addis Tuñón, Érika González y Lalo Carrillo por Imagen Televisión. Visita también nuestra página: www.imagentv.comSee omnystudio.com/listener for privacy information.

¿Puedes darte el lujo de conformarte cuando aún no has llegado a la meta? En este episodio, basado en Proverbios 11:30, hablamos del verdadero fruto: no emociones ni intenciones, sino hábitos visibles, disciplina diaria y coherencia delante de Dios.Exploramos el autosabotaje, la comodidad mental, el impacto de tus decisiones en tu hogar y cómo tu transformación puede despertar a otras mujeres. No es motivación, es identidad.Tu proceso no tiene fecha de expiración. Suscríbete y sé parte de esta comunidad que vive con intención, estructura y propósito, un día a la vez.

Seja um franqueado The Best Açaí:

El cubano ve como la moneda nacional pierde su valor de compra ante un dólar estadounidense que ya se cotiza en el mercado paralelo a razón de 1 por 500. El precio de los productos básicos aumenta, un saco de carbón cuesta hasta 3 mil pesos nacionales.

AI has changed discovery. Your audience is getting answers without clicking, and “post here, pitch there, boost this” doesn't just feel scattered—it performs scattered. Gini Dietrich walks you through the 2026 PESO Model® Certification, rebuilt to help marketers and communicators run PESO as an operating system and engineer visibility, credibility, and trust across paid, earned, shared, and owned media—without needing a bigger team or a bigger budget.

Subscribe to The Manila Times Channel - https://tmt.ph/YTSubscribe Visit our website at https://www.manilatimes.net Follow us: Facebook - https://tmt.ph/facebook Instagram - https://tmt.ph/instagram Twitter - https://tmt.ph/twitter DailyMotion - https://tmt.ph/dailymotion Subscribe to our Digital Edition - https://tmt.ph/digital Check out our Podcasts: Spotify - https://tmt.ph/spotify Apple Podcasts - https://tmt.ph/applepodcasts Amazon Music - https://tmt.ph/amazonmusic Deezer: https://tmt.ph/deezer Stitcher: https://tmt.ph/stitcherTune In: https://tmt.ph/tunein#TheManilaTimes Hosted on Acast. See acast.com/privacy for more information.

Peso Pluma Biography Flash a weekly Biography.Hey darlings, its your girl Roxie Rush here on Peso Pluma, and yeah, Im an AI dishing the hottest scoops faster than you can say corridos tumbados thats a good thing because I pull verified tea from everywhere without missing a beat, keeping you in the loop 24/7. Bursting in with the motherlode Peso Pluma just exploded onto arenas with his DINASTIA by Peso Pluma and Friends Tour announcement, dropping January 19th via Chase Center and Pollstar news. This 31-date beast kicks off March 1 in Seattle at Climate Pledge Arena, hits Chase Center in San Francisco March 3, T-Mobile in Vegas March 13, Madison Square Garden April 30, UBS Arena May 1, and wraps May 7 in Chicago at United Center think elevated production, immersive vibes, and rotating surprise guests like his Musica Mexicana squad, riding the wave of his chart-slaying DINASTIA album with cousin Tito Double P that topped Billboards Top Latin and Regional Mexican charts, Spotify Global Albums, and cracked the Billboard Global 200 top 10.In the past 24 hours, no fresh headlines popped, but yesterday February 7, NYSMusic hyped those MSG and UBS shows as a cultural quake, proving Pesos breaking language barriers in the Big Apple. Warner Music Groups Q3 earnings report from Hot971Radio spotlighted him driving streaming revenue spikes alongside Teddy Swims, cementing his global empire status post-Grammy win and that iconic Ella Baila Sola breakout. No public sightings or social buzz in the last few days, but this tour news is biographical gold hell cement his arena-conquering legacy after selling out Exodo in 2024 with Snoop and 50 Cent. Tickets dropped public sale January 21 via LiveNation, VIPs snag meet-and-greets at vipnation.com grab em before they vanish like his last tours.Whew, Pesos unstoppable, fam. Thanks for tuning in subscribe now to never miss a Peso pulse-pounder, and search Biography Flash for more glam bios. Muah.And that is it for today. Make sure you hit the subscribe button and never miss an update on Peso Pluma. Thanks for listening. This has been a Quiet Please production."Get the best deals https://amzn.to/42YoQGIThis content was created in partnership and with the help of Artificial Intelligence AI

No more excuses. No more waiting to see how things play out. AI has moved past the experimental phase, and if you’re still treating it like a nice-to-have rather than a fundamental shift in how your agency operates, you’re already falling behind. In this episode, Chip comes out swinging with a wake-up call for the agency community: the ground is shifting faster than most are willing to admit, and the window for meaningful adaptation is closing. Gini backs him up with examples of how AI has progressed from an intern-level tool to something that can genuinely replace mid-level work—if agencies don’t evolve what they’re selling. They dig into the practical reality of training AI tools to work like team members, not just one-off prompt machines. Chip explains how he uses different platforms for different strengths—Claude for writing, Gemini for competitive intelligence, Perplexity for research, and ChatGPT as his strategic baseline. Gini shares how her 12-year-old daughter creates entire anime worlds through conversation with AI, demonstrating the power of treating these tools as collaborators rather than search engines. The conversation covers what clients actually want to pay for in 2026 (hint: it’s not social posts and press releases), how to build AI agents trained on your specific expertise, and why the process of training AI forces valuable clarity about your business. They emphasize that this isn’t about slapping the “AI-powered” label on your services—it’s about fundamentally rethinking what value you deliver and how you deliver it. If you’ve been sitting on the sidelines waiting for the AI dust to settle, this episode is your warning: there is no settling. There’s only evolution or extinction. Key takeaways Chip Griffin: “If you do not change, it will replace you. It will take away your revenue. If you keep doing the same thing that you’re doing today, it absolutely will destroy you.” Gini Dietrich: “We are no longer relying on our agencies to do the work. We are relying on agencies to teach us what’s coming ’cause we don’t have the time.” Chip Griffin: “AI is not just changing how your business operates, it’s changing how other businesses operate. It’s changing how the media operates. And so it is truly a disruptive force that we need to be thinking about.” Gini Dietrich: “When somebody says to me, oh, I just can’t get it to output what I need, I’m like, user error. You haven’t taken the time to train it.” Turn ideas into action Train one AI tool this week like you’d train an employee. Pick the platform you use most (ChatGPT, Claude, or Gemini) and spend 30 minutes having an actual conversation with it about your preferences—tone, structure, what you hate (like emojis), and what outcomes you need. Feed it examples of your best work and tell it explicitly when outputs miss the mark and why. The tool won’t improve with one-shot prompts; it needs training just like a new hire. Map what clients will actually pay for in 2026. Block one hour to list every service you currently bill for, then honestly assess which ones AI can now handle at a competent level. Don’t lie to yourself—if ChatGPT can draft solid social posts or press releases after reviewing past examples, that’s table stakes now. Identify what remains valuable: strategy, teaching clients to use these tools, implementing new processes, or solving problems AI can’t touch. This clarity will drive every business decision you make this year. Test AI on something personal before rolling it to client work. If you or your team are intimidated by AI, start with meal planning, fitness routines, managing schedules, or drafting birthday card messages. Use it for something low-stakes where you can experiment with conversation-style prompting without pressure. Once you see how it responds to feedback and training in a personal context, you’ll understand how to apply the same approach to agency work. Resources LinkedIn post by Vineet Mehra that Gini references Related Agencies succeed through consistency and evolution AI myths agencies must avoid View Transcript The following is a computer-generated transcript. Please listen to the audio to confirm accuracy. Chip Griffin: Hello, and welcome to another episode of the Agency Leadership Podcast. I’m Chip Griffin. Gini Dietrich: And I’m Gini Dietrich. Chip Griffin: And Gini, you know, we started the new year off on a note where we weren’t gonna yell at our audience, but I feel like it, it’s time to yell at our audience again. I’ve taken too much time off from being Mr. Nice guy. Gini Dietrich: Okay, well this shall be interesting. I can’t wait. Chip Griffin: I, and this is, it’s partly for our audience, but it’s really for the overall agency community, particularly PR and marketing, PR and communications generally, even outside the agency world. I’m just, I’ve become kind of wound up lately because I think that the industry as a whole, and perhaps even some of our listeners are not acting swiftly enough to understand just how much the ground is shifting beneath them. Gini Dietrich: Yep. Chip Griffin: And how much serious evolution needs to take place. Really over the next year. I mean, I don’t think, I don’t think we’re on a long-term horizon here. I think that too many have waited to change too long in many ways, and AI is now becoming sort of the, the real trigger point for it, but it’s bigger than that. I think a lot of the, the PR space in general has lagged behind a lot of what’s going on in the business community, and AI is just the fist to the face that’s, that’s gonna separate out the people who are gonna survive. Gini Dietrich: The fist to the face. Wow. All right, then. Chip Griffin: I told you I was a little wound up on this one, so, Gini Dietrich: okay. So everybody’s gonna be punched in the face. Got it. Okay. Chip Griffin: If that’s what it takes to wake up and pay attention. Gini Dietrich: Yeah, no, I, yeah, I totally agree with you. And, you know, I have been gungho on AI for going on four years now. And it’s, it’s my second love for sure. But it is time to pay attention to how it is changing things and what it’s going to do to your business, to your teams, to how you deliver work, all those things. Chip Griffin: I mean, look, a lot of the PR world has been focused in recent years on figuring out how to keep their head above water and survive, and hang on to the old ways of doing things. And this predates the explosion of AI in recent years. Gini Dietrich: Yeah. Chip Griffin: But, what the explosion of AI has done is really, it has drawn the attention of particularly clients to the issue. It has drawn the attention of employees. It, and it is still being ignored. And I think we’ve hit that point where we can no longer ignore it. I think we’re at the point with a lot of these AI tools where they are now both accessible and reliable enough that there’s no reason not to accelerate your pace of change using AI as a tool to get there. And we’ve talked about this before, and I, and I’m not changing my point of view, AI is not the end in itself. The AI is just a way to get there. So don’t mistake what I’m saying here for saying that, you know, you just need to adopt AI for the sake of AI. You still need to find problems to solve first and AI will help you on a lot of them, but you need to be finding those problems. You need to be thinking ahead to what do clients really want from you? What is going to help them to get the results they’re looking for? It can’t be about how do I use AI to make myself a little bit more efficient in what I’m currently doing. Because everything is changing. And we need to be on top of that. Gini Dietrich: I read an article on LinkedIn probably in November, and I’ll see if I can find the link to include in show notes. But it, it was from a chief marketing officer at a Fortune 10 company, and what he said was this: if I were an agency wanting to work with clients in 2026, here are five things I would do. And I can’t remember all of them, but one of them was teach organizations, teach marketing and comms teams how to use AI to be more effective. Implement your process, whatever it happens to be. Because we are no longer relying on our agencies to do the work. We are relying on agencies to teach us what’s coming ’cause we don’t have the time. And that has stuck in my head because I think that’s right. I think that. Yeah, sure, agencies will always, or big companies, will always need arm extra arms and legs to do the work, but that’s not the work that most of us want to be doing. Right? We don’t wanna be writing the social posts and the news releases. We wanna be part of the strategic conversation. We wanna be part of the of helping to move an organization forward. And if we can do that by teaching our clients how to use AI to be more effective, to be more productive, to accelerate their work, and I know everybody’s worried it’s going to replace me, it’s going to, it’s going to reduce our number, our billable hours, whatever happens to be. I think there’s a huge opportunity here for you to reframe how you’re helping clients and using AI to be able to do that. Chip Griffin: Yeah, but I would be very direct with listeners. If you do not change, it will replace you. It will take away. Gini Dietrich: That’s fair. That’s totally fair. Chip Griffin: Your revenue. Gini Dietrich: Yes, it will. I totally agree with you. Yeah. Chip Griffin: So, you know when we say that you know that AI is not gonna destroy your agency, that’s only if you evolve. Gini Dietrich: That’s fair. Chip Griffin: If you keep doing the same thing that you’re doing today, it absolutely will destroy you. I don’t care whether you’re an employee or a business or whatever, if you are an employee and you think that AI isn’t gonna take your job in a year, it is If you don’t evolve, that’s and figure out how to use it for yourself. Gini Dietrich: Yep. That’s totally fair. Chip Griffin: And we need, everybody who’s listening needs to wake up to that fact. It requires a huge mindset shift. Gini Dietrich: Yes. Because AI can write your news releases, it can write your social posts. It can do all of that stuff that Chip Griffin: not only can, Gini Dietrich: we don’t wanna do anyway, Chip Griffin: It should. Yeah. Because it has evolved enough in the last year that the quality is there now. I used to describe AI as an intern. It is moved beyond the intern stage. Yep. It is at a minimum a junior employee, and if you train it well for your organization, it can be even a mid-level employee or perhaps even in some cases more than that. But this training piece is important too, because part of the problem that a lot of people run into in my experience is they, they hop onto the AI tool and they just say, Hey, write this press release on this subject. And I look at it, oh, this is rubbish. It still requires a lot of work. You know what? It absolutely does. The same thing would happen if you hired an employee off the street who knew nothing about you and your clients, and you said, write me a press release. The result would probably be pretty similar to what the AI came up with. Gini Dietrich: Yes. Chip Griffin: But once that employee starts writing more press releases and you start telling ’em, this is the tone of voice we use, this is the style we use, these are the facts we use. You feed more information into it. You explain your preferences. When you’re using these AI tools, you need to just be direct with it. Don’t accept the first response. Explain as you would with an employee what you want done differently. If you do that, it will tailor the outcomes. Even simple stuff. Like I’ve told them, stop showing me damn emojis. I don’t wanna see an emoji in any response because I think it’s wildly unprofessional and I hate them. Gini Dietrich: Yep. Chip Griffin: So guess what? I don’t see them anymore. Gini Dietrich: Yep. Chip Griffin: I’ve asked it to tighten up the spacing on it so that I can see more on a screen. It does that. And that’s even before you start telling it, you know, this is the structure of a paragraph that I like. You start feeding in information. I’ve fed in a thousand articles and transcripts and that sort of stuff into the platforms. It now can speak like me reliably to the point where I don’t know if what it’s giving me is a quote from something I’ve written before or original text that it’s come up with that just speaks so clearly in my voice. Gini Dietrich: I love that it will say, it will give, usually gives me three options. One is like strategic leadership, like C-level blurbs. That with Gini-isms or like smart, funny, witty blurbs. And then I can decide, and usually what I do is I take a combination of the three, but it has gotten to the point where if it actually calls it Gini-isms, that like it knows how I talk, it knows how I write, it knows how I coach, it does it knows all of those things. And it has created an opportunity for me to say, yeah, this probably, we probably shouldn’t have some Gini-isms in this ’cause it’s really professional. Or, we can include more because it’s more me talking to a screen or whatever happens to be. So it’s gotten to that point. It’s, when you train it, it’s very, very good. Chip Griffin: Well, and you can even tailor those recommendations. So one of the things that, that I’ve told it is it’s fine to give me multiple options, but give me your recommendation. Gini Dietrich: Yep. Chip Griffin: And when you do that, don’t give me a whole lot of backup on the alternative. So spend your time explaining why you’re making the recommendation. That’s fine. But then, you know, if it’s, let’s say it’s a title or something like that, you know, give me three or four other options, but it, by default, it tends to explain those three or other four other options. And so now you’re dealing with like a 10 page response, Gini Dietrich: right? Chip Griffin: For what should be something pretty simple. Gini Dietrich: Yes. Chip Griffin: So. I, part of my instructions to my tools are, don’t do that. Give me the alternatives, but just, you know, bullet point them. If I want more information, I’ll ask for it, but it allows it to work more the way that I want it to. And so we all need to do that. We also need to be looking at these tools and understanding that there’s no one size fits all solution. I have people say, well, should I, you know, should I use Claude or Chat GPT or Gemini? The answer is yes. Gini Dietrich: Yes to all of them. Chip Griffin: But they all serve different purposes. Yep. Just like you have different employees who serve different roles, these tools excel in different areas. I mean, Claude is fantastic at writing. I mean, to me, Claude is my head of writing because it can just absolutely nail it, but there’s a lot of things that it doesn’t do quite as well. Gini Dietrich: That’s right. Yep. Chip Griffin: And then I look at something like Gemini, and I love what Gemini does in terms of inferring things from research. So it’s more willing to go out on a limb, and kind of read between the lines of things that it finds to come back with, particularly for competitive intelligence or things like that. You know, deep research. Whereas Perplexity is very good for research where you really wanna make sure it’s accurate and you really wanna be able to cite all the sources, but it will not go out on a limb. So understanding what the strengths of each platform are is useful. And then there’s Chat GPT, which is sort of my, you know, my default choice for just basic stuff, strategy, et cetera. But I’ve also told it, tell me when I should go somewhere else. And so it’s good. It’ll say You should hand this off to Claude now. Gini Dietrich: I love that. Chip Griffin: Because we’ve, I’ve had an actual conversation with Chat GPT about my stack and, and what I think of it and I bounced things around and, you know, refined it. So now it knows how I want to handle certain things. And so it will stop at a certain point and say, now it’s time for you to go here. And that’s really helpful. Gini Dietrich: I love that. I do not do that. I usually move between, but I haven’t had it recommend when to move it. That’s… Chip Griffin: Yeah. I mean, but it could, because it won’t generally by default tell you to do that. But if you, if you explain what you have access to and what you want to use it for, it will tell you when is the right time, and sometimes I’ll pause and say, are you really the right one for this? Or should I be using one or the others? And they’ll say, no. Good point. You know, you should use this one instead for this particular task. Gini Dietrich: I love that. Chip Griffin: And it’s great. I mean, and I’ll, I’ll bring things back and forth like, so when I’m creating a piece of content, I’ll often, you know, ask more of the strategy piece from Chat GPT, because I’ve put more of the strategy stuff into there. Then I’ll go over to Claude to write it, but then I’ll bring it back for feedback. Now the next level is then to automate this with agents with n8n and those kinds of things. And, and so, you know, I’ll play with those things too. But for now, even doing it manually is a huge time saver, Gini Dietrich: huge time saver, Chip Griffin: and still ends up with really high quality content. It’s not, people talk about how AI is helping put out rubbish. And that’s because people are doing it without training. Gini Dietrich: Correct. Chip Griffin: You need to think through how you use these tools to get the results that your clients are looking for and the results that you need as a business. And this is where people are falling down, and this is where a lot more effort needs to go into it. If you want to not just survive but thrive. Gini Dietrich: Yeah, I totally agree with you. And you know, it’s funny ’cause when somebody says to me, oh, I just can’t get it to output what I need, and I’m like, user error. I usually say that because that’s exactly what it is, is you haven’t taken the time to train it. I, and you have to, I, you said earlier, you talk to it like it’s an employee. I do the same thing. Talk to it through like, okay, this isn’t quite right and here’s why. Think about this, this, this, and this. We also need to consider these things. And then it goes. Oh, okay. Goes into thinking mode and then it, it outputs pretty close to, but you have to have a conversation with it. I use this example all the time, but my 12-year-old is obsessed. Obsessed with anime, and she like, no, nothing else exists in her world right now other than anime. And she has created an entirely new ecosystem of anime worlds from her favorite shows using chat GPT. I mean, it’s so good that I’ve actually considered. Finding a, a publisher to have it published as fanfiction because it’s that good. And she doesn’t type into it. She literally has a conversation with Chat. She calls it Gee. And she will say, Gee, I’m thinking about this. I want the guy to do this, and I want the girl to do this. And like she has a whole conversation and it creates this world with her that… it’s fascinating to sit and listen to how she’s using it. So it’s the same kind of thing. Have a conversation with it. You can do it via voice, you can do it, you know, by typing whatever is easiest for you. But have a conversation with it and teach it just like you would an employee. It’s gonna learn faster. It doesn’t sleep, it doesn’t need to eat. It doesn’t need to work out. It doesn’t need to take a break. It doesn’t, it’s not going to pause for meetings. You can have stuff running in the background while you’re doing something else. I mean, it’s the more time you spend training it, just like with a human being, the better it is. Chip Griffin: Yep. And I’m gonna be honest, it’s gonna be, it’s gonna be more work and stress in the short term for you. Gini Dietrich: Sure. Chip Griffin: Yeah. I mean, this is not, Gini Dietrich: mm-hmm. Chip Griffin: You know, this is not a quick fix. It is not. It is not something where there’s some magic formula. You’re gonna have to try to figure out what works for you and for your team. What works for your clients. And the client piece is really where you need to start with this. You need to spend some time thinking about what are your clients really hiring you for? What are they going to need you for 12, 18, 24 months down the road? Then start figuring out how these tools can help you to get there. Because there’s just, there is too much of this “Well, you know, I need to, I need to protect my billing model, and so I need to do value pricing because of AI.” That is not the answer. Although if it were, what you would discover is that, that people are valuing less what you are doing today. So if you’re truly going to follow value pricing, that doesn’t mean that you get more. It means you probably get less for a lot of these things because they realize, you know, that drafting of a press release, I actually can get that out of Claude pretty well. Gini Dietrich: Yep. Yeah. Chip Griffin: Particularly if you feed it in your last three or four years worth of press releases. Gini Dietrich: Yep. Chip Griffin: It’ll be pretty darn good at coming up with them on their own. Gini Dietrich: Yep. Chip Griffin: Probably candidly, in less time that it takes to communicate to your team that they want it. Gini Dietrich: Yep. 100%. Yes. Chip Griffin: Now there will still be companies that are happy to outsource it generally. Gini Dietrich: Sure. Chip Griffin: Right. That’s, that is always going to exist. But the way that they value it from a price standpoint and the other things that they want alongside of it will absolutely change. And you need to be thinking about that. Because AI is not just changing how your business operates, it’s changing how other businesses operate. It’s changing how the media operates. And so it is truly a disruptive force that we need to be thinking about as communicators and as agency folks because it, it upends a lot of what we have done, tactically at least, in recent years and over the decades. It does not upset the outcomes that are being sought after. Gini Dietrich: That’s right. Chip Griffin: From the work that we’re doing. Gini Dietrich: That’s right. Chip Griffin: And, and we lose sight of that for the tactics too often. Gini Dietrich: One of the things that I did is I built an agent, and I call it my co CEO. And as I was building it, I was going through a really rough HR time and so I used it mostly, honestly, just to vent. But it got to know me, and what’s important to me, and my voice, and what things I wanted to be human forward on, and what things I needed to stay professional on. And so I, as I was building it, it was, I was going through that process. Now I can say to it, okay, we’re thinking about doing this. So for instance, a client came to me probably midyear last year and said, Hey, we really want your team to do an audit of all of our brands and where they sit on the PESO model maturity level. And I kind of laughed and said, well, I can tell you right now, they’re all at level zero. And he was like, great, that’s good to know. What’s what takes us from zero to one, one to two, and so on up. And I thought about that for a little bit and I was like, hmm. I don’t have an answer for that. And so I went into my CO CEO and I had a conversation with it. Like, if we were gonna build a maturity model for the PESO model for an enterprise customer, what does that look like? And it probably took two weeks for me to get something that I could go back to him with and feel comfortable and confident with it. But it would’ve taken me two months to do that on my own. So, you know, it helps you think, it helps poke through holes in things. You have an AI that you’re building and I hope it’s okay for me to mention this ’cause I don’t know if it’s available yet, but I got to beta test it and it’s, I put in there that I was looking for. I said, okay, this is where, this is where the business is at the end of 2025. These are our goals for 2026. Here’s what I’d like to do in the next three to five years. Here’s like, I put in all of that information, where are the holes? And it started poking holes into things that I had never even considered. And I was like. Chip, this is really good. It’s just, it’s really, really good. So when you, when you train it, when you teach it what you’re wanting, what your voice is, what you’re trying to achieve, it is going to help you in more ways than one. It’s gonna help you think through problems. It’s gonna help you come up with solutions you didn’t consider. And like I said, it doesn’t need to sleep. So it can work in the background while you’re doing other things. Chip Griffin: Yeah. And there are a lot of these ways that we can innovate for our businesses and that particular example, it is live on the SAGA website now. It’s an AI agent called Sage. Gini Dietrich: It’s awesome and everyone should check it out. Chip Griffin: It’s trained on a huge volume of my both public and private materials that I’ve created over the last eight or nine years, and it does a remarkably good job of mimicking the advice I would give. Is it a hundred percent? One-to-one? No. Yeah, but it’s, it’s pretty darn close to the point where I’ve had a couple of clients now who have tried it and then asked me the same question they asked of Sage, and they got almost exactly the same answer. And, and so that’s how, you know, it’s, it’s working pretty well because I think, as any listener knows, I have some views that are not necessarily exactly in line with every other advisor in the agency space. And so, and in some of those cases, they were pieces of advice that you wouldn’t get if you went somewhere else. So, you know, you can tell that it’s actually using the training materials. And not simply doing a general knowledge search. But these are all things, it does take time. You’ve gotta have the material to provide to it. You need to spend the time with it, as you did in conversing and going back and forth. But the more you go back and forth, the smarter it gets. Gini Dietrich: That’s right. Chip Griffin: And the better it can help you the next time something comes along. Gini Dietrich: That’s right. Chip Griffin: And I think the other thing is that the more you use these tools, the more it forces you to think about some of these things. Because in order to get the most from them, you really have to be very clear about who is your ideal client? What are the services you provide? What is the value you deliver? And so, it’s just like a business plan. I always say that the business plan itself doesn’t really matter, but the process you go through to create it does. The process you go through to train your AI itself is beneficial and helps to get clarity. Because the clearer you are with the AI, the clearer you are with yourself by necessity. And so you need to be thinking about these things. You need to be really thinking about making much more radical change to your business over the next year or two than you probably have previously thought. You really need to be thinking about how not just technology, but client needs will force this change, otherwise you are gonna get left behind. Gini Dietrich: Yeah, I totally agree. And to your point earlier, if you evolve and if you use it, and you’re better, you’re doing a better job of understanding what it is that your clients are willing to pay for, and they’re still willing to do it. They just don’t wanna pay for social posts and news releases. Chip Griffin: That’s right. I mean, there’s a huge opportunity here. There’s a giant threat, Gini Dietrich: huge opportunity, Chip Griffin: and I don’t wanna minimize that, but there’s a huge opportunity. Gini Dietrich: Yep. Chip Griffin: But the key is you actually have to evolve and change. You can’t just play buzzword bingo. Gini Dietrich: Yes, please. Chip Griffin: Just slapping AI on top of something that you deliver that’s not gonna help you. Gini Dietrich: And it’s fun. It’s fun to test it. It’s fun to try it out. So do it. Chip Griffin: Yeah, Gini Dietrich: Do it, do it, do it. Chip Griffin: I mean, but we can’t minimize. It is scary for a lot of people too. I mean, Gini Dietrich: sure, absolutely. Yeah. Chip Griffin: But you’ve gotta, you’ve gotta embrace that fear if you wanna succeed. Gini Dietrich: Yeah. I always say when I have somebody new join the team that’s scared of it, I say, all right, let’s do it. Let’s use it for something personal. So I will say that to you as well. Meal planning, fitness, hobbies. Managing your kids’ meltdowns, whatever it happens to be, just try it for something. Write a poem in a birthday card. Try it for something personal, and I guarantee you, you’ll be hooked. Chip Griffin: I had no idea we’d be getting to poems and birthday cards here today. So I think that’s the note that we’re gonna wrap up this episode on. I’m Chip Griffin. Gini Dietrich: And I’m Gini Dietrich. Chip Griffin: And it depends.

This interview is disseminated on behalf of PesoRama. PesoRama (TSXV: PESO) operates in Mexico's emerging dollar-store market of over 130 million people and has begun establishing an initial retail footprint.Founder, Chairman, and CEO Rahim Bhaloo discusses PesoRama's growth opportunity, its experienced management team, and expansion strategy. Viewers also gain insight into why management believes PesoRama remains in the early stages of a scalable, long-term growth story.Find out more: http://pesorama.caWatch the full YouTube interview here: https://youtu.be/ddF9NDkDuUk?si=aygbu1MQK9RlVicpAnd follow us to stay updated: https://www.youtube.com/@GlobalOneMedia

Its another live episode from TIPSY TIGER. Listen in as we talk to one of Tipsy's bartenders Yaya as she answers some horny questions, tells us about working in El Paso nightlife and her final week in the Sun City before she moves to Dallas. Plus local professional flag football player Martin comes on and tells us about a place in El Paso that might be… too horny. Follow us on social media @AaronScenesAfterParty

La extrema frugalidad fiscal a costa de la inversión social, el dividendo de la reforma fiscal del 2018, las difíciles condiciones globales de salida de la pandemia, la visión economicista "noventera" del mandatario Rodrigo Chaves -privilegiando las calificaciones internacionales de riesgo- y también un poco de suerte, constituyen parte de las razones que llevaron a un segmento de votantes a refrendar la administración en las elecciones del pasado domingo. Sobre este panorama conversamos con el economista José Luis Arce, de FCS Capital.

Il successo di Geolier non arriva per caso. Clementino ha tracciato un parallelo tra il suo percorso e quello delle nuove generazioni, spiegando cosa rappresenta oggi Napoli nella musica italiana e perché certe esplosioni di consenso vanno lette anche come fenomeni culturali, non solo musicali. Puntata completa? Clicca qui: https://open.spotify.com/episode/6NflRou9Er1iKnoOrXMEk5?si=T5WlEv_dRxaKX6gSP64uOQ&pi=2XDfyxMOTr2EY&t=0 Learn more about your ad choices. Visit megaphone.fm/adchoices

Danny Segura entrevista a Waldo Cortés-Acosta acerca de su victoria por KO contra Derrick Lewis en UFC 324, su deseo de pelear en UFC México, una posible pelea titular contra Ciryl Gane y mucho más.

Danny Segura entrevista a Waldo Cortés-Acosta acerca de su victoria por KO contra Derrick Lewis en UFC 324, su deseo de pelear en UFC México, una posible pelea titular contra Ciryl Gane y mucho más.

“Vive saludable, vive feliz” beneficia a 8.3 millones de estudiantesDiputados federales se toman un descanso de siete díasMás información en nuestro Podcast

"Gordibuenas fit club" es el título de batalla de Wendolee Ayala, una ex académica cuya gracia y positivismo conquista desde el primer momento, no obstante las dificultades que ha enfrentado durante los últimos años de su vida y que le comparte a Pati Chapoy en una chispeante entrevista.A través de su historia personal, Wendolee nos da varias lecciones de valentía, de autoestima y de amor propio, como cuando superó las críticas que recibió en la primera generación de "La Academia" por su sobrepeso y que la llevaron a consumir fármacos que a la postre le provocaron convulsiones.También cuando creyó perder a su hija recién nacida a causa de la preclamsia que sufrió en el parto.Y para rematar, cuando su matrimonio con el padre de sus hijos estuvo en riesgo, debido a una severa crisis económica.Por fortuna todo eso no ha hecho más que fortalecerla y animarla a compartir su historia para que otras mujeres tomen ejemplo y superen cualquier prueba de fuego, de esas que a ella la han hecho graduarse con honores en materia de resiliencia.#patichapoy

Andrea Rizzi, corresponsal en El País, recién llegado de Panamá, analiza en este nuevo Coordenada 25 lo que ha dado de sí el Foro Económico Internacional de América Latina y el Caribe, el 'Davos latinoamericano'.

Peso Pluma Biography Flash a weekly Biography.Hey darlings, its your AI gossip guru Roxie Rush here for Peso Pluma on Biography Flash, and honey, being powered by AI means I scour the globe for scoops faster than you can say sold-out arena, delivering verified tea without the drama or delays. Buckle up, because the king of Musica Mexicana is on fire these past few days.Pollstar dropped the bombshell yesterday that Peso Plumas cousin and collab king Tito Double P is joining the entire DINASTIA by Peso Pluma and Friends US tour, kicking off March 1 in Seattle at Climate Pledge Arena, already sold out. Their December album DINASTIA topped Billboards Latin Chart in early January, and now theyve added four massive dates in Chicago, LA, Dallas, and another Chicago due to insane demand, with tickets dropping February 2 via Live Nation. Prudential Center hyped their Newark stop on May 2 as a fully reimagined live spectacle, while Madison Square Garden confirms Peso and Tito hit the iconic stage April 30, subject to playoffs. This tour cements Peso as the global Latin powerhouse, expanding his empire from streaming domination to arena domination, with VIP meet-and-greets promising that up-close glam.No fresh public sightings or social buzz in the last 24 hours, but his official site pesopluma.com is buzzing with tour RSVPs, flaunting collabs like Cardi B and Natanael Cano, keeping fans hyped. All verified from venue sites and Pollstar, no rumors here, just pure biographical gold signaling Peso Plumas unstoppable 2026 dynasty.Thanks for tuning in, lovesubscribe now to never miss a Peso pulse, and search Biography Flash for more sizzling bios. Muah!And that is it for today. Make sure you hit the subscribe button and never miss an update on Peso Pluma. Thanks for listening. This has been a Quiet Please production."Get the best deals https://amzn.to/42YoQGIThis content was created in partnership and with the help of Artificial Intelligence AI

In this episode of Fusion Patrol, Kenneth and Eugene analyze Season 1, Episode 3 of The Invaders, titled “The Mutation.” The story follows David Vincent as he investigates mysterious phenomena along the Texas-Mexico border, leading to a life-threatening encounter with locals and ultimately, alien forces. Despite being undermined by those he encounters, including the deceptive Evans and Vicky, Vincent’s quest for the truth about the invaders drives the narrative. They discuss the missed opportunities for deeper explorations of alien culture and the complexities of Vincent’s interactions with Vicky, who reveals her own mutation. They raise critical questions about identity and emotional depth, while critiquing its execution, noting continuity issues and the lack of logical consistency. They dissect the themes of rationality versus emotionality reflected in the series. Peso notes: There was lots of confusion in this episode about peso->dollar exchange rates, so let me clarify some of the confusion.in 1967, when this episode aired, the Mexican Peso (MXP) existed at a fixed exchange rate of 12.5 MXP for 1 USD. That means Vincent gave the men $24 USD.Since then (in 1993) the Peso (MXP) has been replaced by the New Peso (MXN). The New Peso’s exchange rate floats freely on the market.For additional context, $24 USD in 1967 money is roughly the equivalent of $230-$235 USD today.Calculating what the money was worth in Mexico in 1967 is more difficult, but in the 1960s there were different minimum wages, which could vary depending on type of job and region. In some places, a laborer’s minimum wage could have been as low as 8 pesos per day. So for the laborers that took Vincent’s 300 pesos, that could have been a significant portion of a year’s salary for them. Suffice to say, he gave them a lot of their money, and not too terribly much of his own. Next Week: The Bugs two-part finale, Money Spiders & The Enemy WithinNext time on the Invaders: The Leeches

We'll open today's show still lamenting the fact there's tons of snow and ice all over the ground making it difficult for us to get out of our neighborhoods (3:00). After that, we'll get into the news of the day and start with the Grizzlies game tonight against the Pelicans and Ty Jerome being upgraded from OUT to Doubtful. Will we see Ty Jerome on Saturday night or Monday night at FedExForum? Are the Grizzlies showcasing Ty Jerome for a week in order to trade him? + Devin has a list of NBA players who have been traded the most (6:37). Chris replays an old clip of Tony Allen and Devin slandering Cooper Flagg before the season started saying he's Andrei Kirilenko at best...and then makes Devin apologize after Cooper Flagg went off for almost 50 last night in a loss to the Hornets. That gets us in a conversation about Flagg, Kon Knueppel, the rookie class coming in next year and why draft capital might in 2026 might be the best thing for the Grizzlies (18:35) and then we'll pivot to Dillon Brooks' 40 point night and how he's improved in the last couple of years, the Suns win over the Pistons and if the Pistons need to add another scorer to take pressure off of Cade Cunningham (29:25).Penny's Tigers picked up a win over FAU last night. Are they starting to show signs of life after that win? Did it tell us anything? (44:10)We'll go into the NFL news of the day with the Falcons hiring a new GM, the Vikings firing their GM and if Sam Darnold making the Super Bowl this year had anything to do with the Vikings making this decision + a standout at the Senior Bowl in Mobile in WR Tyren Montgomery. Wait till you hear this story (51:10) WWE Royal Rumble is Saturday afternoon in Saudi Arabia. We'll list some of the favorites and then a few darkhorses who have climbed up the betting odds ladder (1:04:49)Grizzlies 191 Collabs are back on Saturday night at the Forum against Minnesota. Peso Design Studio brings you his From Memphis With Love collection. Peso joins us in studio (1:17:00)Host: Chris VernonContributors: Jon Roser, Devin Walker Guest: Peso Technical Director: Jaylon WallaceAssociate Producer: Jena Broyles 

Francesco Vecchi"Il peso della Terra"La lotta per le materie prime che sta minacciando l'EuropaEdizioni Piemmewww.edizpiemme.it«La transizione energetica in atto punta a ridurre il consumo di petrolio, gas e carbone nei prossimi anni. Ma credo che sia estremamente pericoloso vivere nell'illusione di un mondo immateriale, quando in realtà è tutto il contrario ciò che sta avvenendo. La nostra civiltà sarà ancora più dipendente dall'acciaio, dal rame, dal silicio o dal litio, dal sale e dalla terra. Per non parlare della nuova frontiera delle terre rare. Non è in atto alcuna smaterializzazione del nostro benessere, né tantomeno si sta realizzando il sogno di un'economia circolare. Siamo sempre la solita umanità, affamata di risorse, disposta a scavare, esplorare, disciogliere, fondere e far esplodere pur di ottenerle. Il punto è chiedersi chi lo farà. Il punto è capire chi ne prenderà il controllo e acquisirà il potere di ricattare la nostra prosperità. Saremo in grado, noi europei, di difenderla? Saremo in grado di costruire le filiere e le relazioni necessarie per farlo? O saremo, inevitabilmente, colti di sorpresa?» Il peso della terra di Francesco Vecchi è un libro coraggioso, anticonformista e provocatorio che ragiona senza vezzi ideologici sul nostro presente e sul nostro futuro. Un viaggio affascinante dentro il mondo "materiale" per capire quali sono e saranno le ricchezze su cui si gioca il potere economico e geopolitico degli Stati e delle grandi multinazionali e perché alcuni Paesi sono in vantaggio rispetto ad altri.Francesco Vecchi (Milano, 1982) è laureato in Discipline Economiche e Sociali presso l'Università Bocconi. Collabora con il Corriere della Sera e con Linkiesta.it. Dopo aver lavorato al Tgcom24 e al Tg5, dal 2016 conduce Mattino 5 con Federica Panicucci, il programma quotidiano del mattino di Canale 5. È autore dello spettacolo teatrale Spredica e di due romanzi. Con il primo, Avrà l'odore delle cose nuove (Leone, 2014), ha vinto il Premio Internazionale Città di Cattolica e il Premio per la Cultura Mediterranea. Con il secondo, Il Grande Rudi (Leone, 2017), ha vinto il Premio Speciale Montefiore Romanzo dell'anno.Diventa un supporter di questo podcast: https://www.spreaker.com/podcast/il-posto-delle-parole--1487855/support.IL POSTO DELLE PAROLEascoltare fa pensarehttps://ilpostodelleparole.it/

Hola bienvenida (o) a un nuevo episodio de En la mesa con la nutrióloga experta.Si corres por placer, por salud o porque tienes unacarrera en el calendario, este episodio es para ti.Hoy vamos a hablar de un tema que muchas veces sesubestima, pero que puede marcar la diferencia entre sentirte fuerte o quedarte sin energía a mitad del entrenamiento: la dieta del corredor.Nuestra invitada de hoy es Sol Sigal, experta en Nutrición Deportiva. ¡Ve corriendo a la entrevista y dale play!Encuentra a Sol en:Su Insta: @solecitoswimFacebook: @nutriciondeporte Sol SigalWeb: solsigal.comWApp: 5554073077¡Gracias por escucharme! Suscríbete a la membresía nutrióloga experta aquí: https://nutriologaexperta.com/servicios-costos/ Si te gustó este episodio por favor deja tu reseña en Itunes o evalúalo con 5 estrellas en Spotify. ¿Te gustaría ser parte de este proyecto? ¿Quisieras escuchar a alguien especial? Escríbenos a leslie@nutriologaexperta.com Sígueme en mis redes sociales como Nutrióloga Experta encuéntrame en Facebook, Instagram, Pinterest y suscríbete a mi canal de Youtube ahí está disponible mucho más material de valor que he creado para ti. 

You built an agency you’re proud of. So why does your website still feature that glowing tribute to someone you wouldn’t recommend today, or explain services you stopped offering three years ago? In this episode, Chip and Gini tackle the unsexy but critical task of auditing your agency’s website content. They share practical approaches for identifying what needs updating, what deserves deletion, and how to prioritize your efforts when you’re staring down hundreds (or thousands) of outdated pages. The conversation covers everything from quick wins—like updating your homepage and key pages—to strategic decisions about high-traffic content that no longer serves your business. Gini shares her process for using tools like Screaming Frog to audit content systematically, while Chip emphasizes the importance of focusing on human users rather than chasing every algorithm change. They also dive into the balance between refreshing old content and creating new material, with specific guidance on when each approach makes sense. The episode wraps with a reminder that consistency matters more than perfection—especially when AI is increasingly using your bio and content to determine whether to recommend you. If your website is starting to feel like a liability rather than an asset, this episode offers a manageable roadmap to get it back on track without turning it into a year-long project. Key takeaways Chip Griffin: “First and foremost, focus on the end user’s experience. And only after that, think about, okay, are there tweaks or additions I could make in order to help the search engines or the AI spiders or that kind of thing?” Gini Dietrich: “I would rather have accurate numbers so I know exactly what my pipeline looks like, my lead generation looks like, what my lead nurturing looks like, and be able to work it backwards.” Chip Griffin: “If you’re getting a lot of traffic to a page that either is not as relevant as it should be or not as accurate as it should be given the way the world has changed, you know, those are ones that you want to address.” Gini Dietrich: “AI notices inconsistencies. So if you are inconsistent across different websites, social media, all the places that you are online, you are not going to show up in AI answers no matter how good your content is.” Turn ideas into action Audit your homepage today. Open your website and read your homepage copy with fresh eyes—does it accurately reflect who you serve, what you do, and where your agency stands today? If not, block two hours this week to rewrite it. This is your most important page and the fastest way to stop misrepresenting your business. Check Google Analytics for your top 20 pages. Identify which pages drive the most traffic, then ask yourself if each one still serves your business or if you’re just attracting irrelevant visitors. Kill off pages that generate traffic but don’t support your current positioning—inflated vanity metrics aren’t worth the confusion. Ensure bio consistency across platforms. Compare your bio on your website, LinkedIn, and other platforms where you appear. Make them consistent (accounting for character limits) so AI can confidently present you as an option when people search for expertise in your area. Related Real talk about agency websites How to think about your agency's website View Transcript The following is a computer-generated transcript. Please listen to the audio to confirm accuracy. Chip Griffin: Hello and welcome to the Agency Leadership Podcast. I’m Chip Griffin. Gini Dietrich: And I’m Gini Dietrich. Chip Griffin: And Gini, I’m old. Gini Dietrich: Yes, you are. Chip Griffin: But you know what else is old? Gini Dietrich: What else? Chip Griffin: Some of the content on my website. Gini Dietrich: Yeah, sure. Mine too. Yeah. Chip Griffin: It’s, it’s one of the perils of having been around for a while. Gini Dietrich: Yes, indeed. Chip Griffin: Both as a human, as a business. And so we have a lot of content out there on the website that maybe isn’t as current as we’d like it to be. Some of it I haven’t looked at in many years, so I don’t even know if it’s up to date or not. Gini Dietrich: Sure. Chip Griffin: I’m sure that many of our listeners have content on their website or maybe entire websites that are old and out of date. Gini Dietrich: Yes. Chip Griffin: So my question to you is, how should we be thinking about this kind of, how do we deal with this problem? Or we, we can’t just spend, I mean, I, I don’t know about you, but my website’s got over a thousand different pieces of content on it. Oh yeah. Now I think most of our listeners probably don’t have websites with quite that much content on it, but some do, and even if you’ve only got a couple hundred, you know, that’s still a substantial body of content that you need to audit in some fashion. So what, what do you do about that? Gini Dietrich: You know, it’s funny, this conversation is happening right now because about a week ago, right after the holidays, I got an email from a friend that said, Hey, uh, I don’t know if you know this or not, but you have a blog post from, from 13 years ago, literally 13 years ago, praising Elon Musk. And I was like, well, let’s delete that! But like, I don’t know how she found that. She must have been searching on the site for something and found it. Right. So I think it’s important to do an audit and I did delete it. I moved it to the trash. But, I think it is important to do an audit. We have a client that said to us, we don’t think we need new content. We have plenty. And we went in and we’re like, okay, great. Let’s do an audit and see. And we audited it and they do have plenty of content, but the most recent is two and a half years old. So one of the things that we’re working on with them right now, well, twofold. One is going through the audit that we did to see what needs to stay with an update, a refresh, and what should be deleted. There are lots of, there’s lot, there’s lots of content on their site. And actually this will appeal to many of you listeners too. There’s content on their website that has some great SEO value. You know, showing up first in Google results and things like that. So you don’t wanna get rid of that content, but it probably needs a good update. It probably needs to be refreshed. It probably needs new quotes, new experts, new expertise, new statistics, whatever it happens to be. So that’s what I would do. It’s pretty easy. We use, Screaming Frog to do the audit, so it’ll, it will look at your entire website and then give you an Excel list of all of your links, and then you can go and you can tell it I want dates and topic and all that kind of stuff. And you can go through that fairly easily to say, this is old, we don’t need that. Move that to a different tab. This is good stuff. We don’t wanna lose it. And then I would compare that to what you’re keep, I would compare what you’re keeping to do a Google search. Are you show, are those links showing up in Google? And I would also ask AI. Are you showing, is AI showing that content in its answers. So you probably, I would venture to guess, like you and me, we, it would be a really big undertaking ’cause we have years and years of content. But for most agency owners, I would guess it’s probably a, I dunno… And you can use AI to help you, but it’s probably a two or three hour thing that you can split up over several weeks, right? To get it done. But 100% you should be, you should have an up update up to date website overall, and you should be updating content so that it’s refreshed, not necessarily the URL, but updating the content inside the article or the blog post or the page or whatever it happens to be. Chip Griffin: Yeah. And I, I think the advice to sort of just kind of, you know, go through a list of it is a really good starting point. Whether you use some third party tool, or frankly, if your website isn’t too huge, if you just go into WordPress and start scrolling back through the pages and posts. Mm-hmm. And just looking at the headlines, it at least, you know, things that are obviously in need of help will jump out at you. Yeah. Or you know, that you praise somebody that doesn’t make sense or whatever. And, and we have to keep in mind that, that sometimes that old content might be a year old, it might be 10 years old, right? It might still need some sort of an updating. The other thing that’s, that’s often helpful is just to go into, you know, something simple like your Google Analytics and just look at, you know, the top 20, 30, 40 pages in terms of traffic and just ask, are all of these pages the way I still want to present myself in whatever the current year is that you’re listening to us? Because, you know, that can be a really helpful way of prioritizing what you wanna address, what you wanna update. And particularly if you’re getting a lot of traffic to a page that either is not as relevant as it should be or not as accurate as it should be given the, the way the world has changed. You know, those are ones that you want to address. I, to me, one of the interesting cases is, you know what, and I’ve seen this a lot, and I, some of the organizations I’ve worked with have had this issue where you’ve got a page that gets a ton of traffic, but it’s frankly totally irrelevant to what they do today. Right. It’s still, it’s still an accurate bit of content, which is why it keeps getting traffic, you know, because it’s answering whatever question the searcher may have had, but it doesn’t really benefit the organization other than it does produce a fair amount of inbound traffic. So, to me, those are interesting cases. Trying to figure out what you do with those. And, if you talk to different SEO experts, you sometimes hear different bits of advice on this, right? Because some are like, well, you know, you, you’re still getting people clicking over to your site, and that’s a good signal for the search engines, so that’s good. The problem is if the signal is that you’re relevant for something that you really aren’t relevant for. Right. So, doesn’t really help you. My general inclination is if it’s completely irrelevant to what you do today, I would kill it off and sacrifice the traffic. But that’s, that’s my perspective on that. No, I totally agree with that. Either way you should make a conscious decision about it. Gini Dietrich: I totally agree with that because I think you’re right. If it’s not some, if it’s irrelevant, if you’re bringing irrelevant traffic to your website, your numbers are inflated. So I would rather have accurate numbers so I know exactly what my pipeline looks like, my lead generation looks like, what my lead nurturing looks like, and be able to work it backwards. Right. So I completely agree with you and like I said, I killed that article from 13 years ago. Because that’s not how I feel about that man anymore. So, yeah. At all. Chip Griffin: Yeah. Well, for, for many years on my personal blog, the highest trafficked post was one, was sort of a throwaway post I did on a camera backpack, that I got like 20 years ago. And it just, it scored, it turned out it was a popular model of the backpack, and so it got a ton of traffic from people who were considering buying it. Obviously that didn’t help me at all. Gini Dietrich: Not at all. Right. Chip Griffin: Because that, I mean, you know, I didn’t pitch camera backpacks or anything like that, you know, I didn’t sell ’em, I didn’t even have an affiliate link in or anything like that. So what, you know, what was the value of it? Pretty much nothing. You know, it felt nice to see all the spikes in traffic that it generated. Sure. Of course. But yeah. But it wasn’t particularly useful, so, and those are the kinds of things that, that many of us may, you know, maybe we just had a comment on our blog about some story of the day. And it just took off and for whatever reason still sticks around. But it’s not really what our agency is about, so doesn’t really help. Gini Dietrich: Yeah. I would really look at, I mean, some of your ideas, especially if you don’t have a ton of content like we do going, just going through WordPress and looking to see. I would start with the content on your website specifically, what’s on your homepage? Does it represent who you are and what you stand for today? Does it accurately reflect where you are today? I would venture to guess the answer for most of us is no. I would start there at least with the homepage and your top three or four pages, so probably your services page, probably your about us page. Maybe a resources page, depending on, again, look at your Google Analytics. Then once you’ve done that, then I would definitely go through WordPress and go through any content that you have, podcasts, recordings, videos, blog posts, whatever it happens to be. Go through all of those and then divide and conquer and say, yeah, we’re gonna have to update these. It may take me all year, but I’m gonna do one a week and I’m gonna update one a week. And it suddenly, you’re taking small bites of the elephant and you can get it done by year’s end. Chip Griffin: I love your advice to look at the homepage and other key pages before worrying about, you know, old blog posts and that kind of thing, because many, many agencies neglect their websites. Until they decide all of a sudden, this is how I’m gonna get new business. And so then they over invest in time and money Yes. In their websites. Yes. So it, it, it does seem to be a story of extremes most of the time, but, but looking at that homepage of your website and making sure that it accurately reflects the business that you are: who you serve, what you do, and that it is very crystal clear about those things on your homepage. Very first step. Do not pass go. Do not do anything else. Just get that done first. Then I would say, look at the about page and make sure that it accurately reflects who you and your team are. Make sure that the right people are there. Make sure that your bio is accurate and up to date. Make sure that your photo is up to date and have a photo, by the way, because people like to deal with other people. Yep. And as someone who does professional headshots for people on the side, I gotta tell you, you gotta have something that’s within the last five years at least. I mean, if I put up a photo on the website of me with hair, that’s just, that’s not, that doesn’t make any sense. And yet I see plenty of people, Gini Dietrich: no, Chip Griffin: who have photos on their websites. And then I meet them and I’m like, this is not even in the ballpark. Gini Dietrich: Yeah, you’re right. The other thing I will say to that, and this is incredibly important, is that AI notices inconsistencies. So if you are inconsistent across different, the websites, social media, all the places that you are online, you are not going to show up in AI answers no matter how good your content is. So when you’re doing that audit, I would also audit your bio. Your bio that’s on the website compared to what it’s on LinkedIn compared to what it is on all the other social media platforms. If you have YouTube or a podcast platform, compare it to there. If you have a newsletter, compare it to there. Like ensure that it is the exact same bio, not, not, little changes based on the platform. I mean, you’ll have to make it smaller for Twitter than you would for LinkedIn, right? But it has to be consistent because if it’s not, AI gets confused and doesn’t know what to do, and so it just doesn’t present you as an option. So as you’re doing that audit, I would ensure that the bio, your own bio and then the bios of your key leadership or key team members are consistent across every platform on the internet, because that’s incredibly important with AI today. Chip Griffin: Yes. At the same time, what I would say to you is AI and SEO are very important. More important are the humans who actually visit your website. Gini Dietrich: Yes. Chip Griffin: And so there’s lots of advice out there, including what we’re talking about here that will help you from an AI and SEO standpoint. However, it should never, ever, ever be at the expense of the actual user’s experience. Gini Dietrich: No, never. Right. Chip Griffin: And increasingly, I’m seeing websites that are being tailored for how they think that AI will be reading and indexing their sites. And so, for example, they shift almost entirely to a Q&A format because AI, generally speaking, loves the Q&A format in order to stock the answers that it gives to people. However, that’s not always the best user experience. Sometimes you need to present things in more of a compelling story like way. And trust me, the AI will figure it out. It may not be as great at it today. It may prefer the Q, but it’s going to improve over time. And it’s the same thing as for years, people would chase the latest algorithm change at Google. And that’s fantastic until they change it in three months or six months. Right. And so what are you gonna do? Just keep updating your website? Well, if you’re an SEO agency, you love that, right? Because. You know, you can just tell the clients, well, you know the latest version, now you gotta do this. So you remember all that work we did in January? It’s June now. I’ll do it again. We’re gonna redo all of that for you, right? I mean, it’s a great full employment act for SEO experts. However, it is not generally a good user experience, nor frankly, a particularly good use of resources. So first and foremost, focus on the end user’s experience. And only after that, think about, okay. Are there tweaks or additions I could make in order to help the search engines or the AI spiders or that kind of thing? Gini Dietrich: Yeah, I think the point you make about how Google updated updates it algorithm like real often and that you are trying to keep up is, is ludicrous, but it’s something that we’ve always been aware of and I think the strategy has not changed. If you always write, produce, not just write, but create content that’s compelling to a human. The algorithms and the AI are going to love it so that doesn’t matter. Are there things you can do to help it and AI find you? Sure you can do Q&A’s, you can do the, but that we do that stuff and this is gonna get techy, but we do that stuff on no follow sites, so it doesn’t show up in Google. It doesn’t show up in our navigation. It’s only there for the AI bots, right? So there are things that you could do for sure. But if you always put the human beings first, it’s going to work no matter what happens with AI, and no matter what happens with the algorithms. Google came out, gosh, several years ago now, and said, if you’re focused on expertise, experience, authority, and trust, those are the, those are how we’re using, that’s how we’re floating stuff to the top. So I think that’s really good advice because that is always going to A, make your content different, and B, make it valuable to humans. So if you’re always demonstrating your expertise that nobody else has and your experience that nobody else has, that will build authority and trust in both places. Chip Griffin: Well, I mean, the irony is that all of the experts will help you to chase the algorithms and the technology, but the reality is that all of the search engines and all of the AI engines, they’re all chasing the user. All they’re trying to do is try to deliver what a real person wants. Gini Dietrich: Yep. Chip Griffin: And so it’s ironic that, that we set them aside, the humans aside to chase the technology when the technology is chasing the people. So it’s kind of a weird circle and I’ve consistently maintained for 20 plus years. If you focus on the user, you’ll get to the right place. You may not be there today. And, and it, it’s gonna ebb and flow over time as algorithms and technology changes. But chase the user because that’s how you sell your business. That’s how you find new clients and that’s how you keep people happy. Gini Dietrich: Yeah, absolutely. I think that’s, yes. Focus on the humans first. That’s always been the advice. That strategy has not changed. The tools change, the tactics change, the execution changes, but the strategy remains the same. Chip Griffin: So let’s say, you know, you’re, you’ve gone through this audit on your website. You’ve chucked out the things like the praise of Elon Musk that you don’t want on there anymore. You’ve gotten rid of the content that’s no longer relevant to the business that you are today. So now you’re left with some things that you could update, you know, maybe you could strengthen them. They’re not obviously wrong. They’re still pretty good. How do you decide where you want to invest your energy as far as which of these do you update? Which of those do you flesh out and make bigger deals? Because I think that’s where the real challenge comes in. You know, do you, are you better off updating old content or are you better off creating new content? Gini Dietrich: I think it depends, which is the tagline to this podcast, of course, but, it depends on a few things. One, if you, if there’s older content that you can refresh and update with minimal resources, like it’s just a five or 10 minute, gosh, this needs to change, this needs to change, and then I republish it and it’s showing up in Google results. I think it’s probably worth doing it. Obviously if it doesn’t support or reflect where you are right now, I would not worry about it. But if there are things where you have some SEO value or AI is using it to bring real humans to your website based on the questions they’re ans they’re asking and it’s accurate, then I would take a few minutes to update it. And like I said, maybe you, you create a list of things that you need to do and you just check one off a week. Right? And then I would focus my efforts on new stuff. So where are we now? What are we thinking? How are we? How have we evolved? What kinds of things are we offering to the industry? That kind of stuff. So I would first focus on the stuff that you can repurpose because it’s easier and it’s a smaller lift, and you still have the value of SEO from that perspective, and then focus on the new. But like I said, if your website in general, your homepage, your about us page are not updated, I would start there. Chip Griffin: And I think it’s important that you, as you’re looking at the old content, that you’re thinking about refreshing that, that you don’t look at it through the lens of I could make this perfect if I spent some more time on it. It really, you have to see that there’s some, that the outcome for the user, again, going back to the person on the other end, is meaningfully different because of the additional work that you’ve put in. I mean, if it’s just simply that it’s phrased better, it’s organized, neater. It’s, you know, a little bit clearer that that’s probably not enough for me. Right. But if you’re able to, you know, things have changed between then and now as far as either what’s going on in the world, what’s out there, what your knowledge is, and you can, you can make it 50% better. Okay. Now you’re talking about something that, that may be worth the investment of time and energy, but if it’s, you know, if you’re just, you know, kind of polishing. That generally isn’t gonna pay off. Gini Dietrich: Totally agree with it. Yep. Totally agree. Yeah. If it’s new, like if it’s your thinking has evolved and it supports that and you just need to polish that piece or you know, like… We are constantly evolving the PESO model. And so I’m always looking at that content to say, oh gosh, that doesn’t represent where it is anymore. Right? Do I wanna put a date on this or a year in the content so that anybody who visits it understands that this is three years old. Do I wanna delete it? Like, so I, you know, I’m constantly. Our marketing team and I are constantly looking at those kinds of things, so I totally agree. If it’s just a polish, I wouldn’t spend the time. But if it’s evolved thinking, if it’s new services, if it’s new products, if it’s new IP, if it’s, you know, those kinds of things, then I would definitely include it. Chip Griffin: Absolutely. Well, hopefully we’ve given people some good ideas so that they can take a fresh look at their website as we start the year. And figure out, you know, what they might wanna tweak, improve, get rid of, hide from, any of those things. And it, it doesn’t have to be a giant project as you suggested. No. It can be the kind of thing where you chip away at one piece of content a week or something like that and you’ll see a meaningful difference over the course of time. Gini Dietrich: Absolutely. Yep. Get it done. Get that homepage updated. Chip Griffin: So with that, we will draw this episode of the Agency Leadership Podcast to a close. I’m Chip Griffin. Gini Dietrich: I’m Gini Dietrich, Chip Griffin: and it does depend.

You built an agency you’re proud of. So why does your website still feature that glowing tribute to someone you wouldn’t recommend today, or explain services you stopped offering three years ago? In this episode, Chip and Gini tackle the unsexy but critical task of auditing your agency’s website content. They share practical approaches for identifying what needs updating, what deserves deletion, and how to prioritize your efforts when you’re staring down hundreds (or thousands) of outdated pages. The conversation covers everything from quick wins—like updating your homepage and key pages—to strategic decisions about high-traffic content that no longer serves your business. Gini shares her process for using tools like Screaming Frog to audit content systematically, while Chip emphasizes the importance of focusing on human users rather than chasing every algorithm change. They also dive into the balance between refreshing old content and creating new material, with specific guidance on when each approach makes sense. The episode wraps with a reminder that consistency matters more than perfection—especially when AI is increasingly using your bio and content to determine whether to recommend you. If your website is starting to feel like a liability rather than an asset, this episode offers a manageable roadmap to get it back on track without turning it into a year-long project. Key takeaways Chip Griffin: “First and foremost, focus on the end user’s experience. And only after that, think about, okay, are there tweaks or additions I could make in order to help the search engines or the AI spiders or that kind of thing?” Gini Dietrich: “I would rather have accurate numbers so I know exactly what my pipeline looks like, my lead generation looks like, what my lead nurturing looks like, and be able to work it backwards.” Chip Griffin: “If you’re getting a lot of traffic to a page that either is not as relevant as it should be or not as accurate as it should be given the way the world has changed, you know, those are ones that you want to address.” Gini Dietrich: “AI notices inconsistencies. So if you are inconsistent across different websites, social media, all the places that you are online, you are not going to show up in AI answers no matter how good your content is.” Turn ideas into action Audit your homepage today. Open your website and read your homepage copy with fresh eyes—does it accurately reflect who you serve, what you do, and where your agency stands today? If not, block two hours this week to rewrite it. This is your most important page and the fastest way to stop misrepresenting your business. Check Google Analytics for your top 20 pages. Identify which pages drive the most traffic, then ask yourself if each one still serves your business or if you’re just attracting irrelevant visitors. Kill off pages that generate traffic but don’t support your current positioning—inflated vanity metrics aren’t worth the confusion. Ensure bio consistency across platforms. Compare your bio on your website, LinkedIn, and other platforms where you appear. Make them consistent (accounting for character limits) so AI can confidently present you as an option when people search for expertise in your area. Related Real talk about agency websites How to think about your agency's website View Transcript The following is a computer-generated transcript. Please listen to the audio to confirm accuracy. Chip Griffin: Hello and welcome to the Agency Leadership Podcast. I’m Chip Griffin. Gini Dietrich: And I’m Gini Dietrich. Chip Griffin: And Gini, I’m old. Gini Dietrich: Yes, you are. Chip Griffin: But you know what else is old? Gini Dietrich: What else? Chip Griffin: Some of the content on my website. Gini Dietrich: Yeah, sure. Mine too. Yeah. Chip Griffin: It’s, it’s one of the perils of having been around for a while. Gini Dietrich: Yes, indeed. Chip Griffin: Both as a human, as a business. And so we have a lot of content out there on the website that maybe isn’t as current as we’d like it to be. Some of it I haven’t looked at in many years, so I don’t even know if it’s up to date or not. Gini Dietrich: Sure. Chip Griffin: I’m sure that many of our listeners have content on their website or maybe entire websites that are old and out of date. Gini Dietrich: Yes. Chip Griffin: So my question to you is, how should we be thinking about this kind of, how do we deal with this problem? Or we, we can’t just spend, I mean, I, I don’t know about you, but my website’s got over a thousand different pieces of content on it. Oh yeah. Now I think most of our listeners probably don’t have websites with quite that much content on it, but some do, and even if you’ve only got a couple hundred, you know, that’s still a substantial body of content that you need to audit in some fashion. So what, what do you do about that? Gini Dietrich: You know, it’s funny, this conversation is happening right now because about a week ago, right after the holidays, I got an email from a friend that said, Hey, uh, I don’t know if you know this or not, but you have a blog post from, from 13 years ago, literally 13 years ago, praising Elon Musk. And I was like, well, let’s delete that! But like, I don’t know how she found that. She must have been searching on the site for something and found it. Right. So I think it’s important to do an audit and I did delete it. I moved it to the trash. But, I think it is important to do an audit. We have a client that said to us, we don’t think we need new content. We have plenty. And we went in and we’re like, okay, great. Let’s do an audit and see. And we audited it and they do have plenty of content, but the most recent is two and a half years old. So one of the things that we’re working on with them right now, well, twofold. One is going through the audit that we did to see what needs to stay with an update, a refresh, and what should be deleted. There are lots of, there’s lot, there’s lots of content on their site. And actually this will appeal to many of you listeners too. There’s content on their website that has some great SEO value. You know, showing up first in Google results and things like that. So you don’t wanna get rid of that content, but it probably needs a good update. It probably needs to be refreshed. It probably needs new quotes, new experts, new expertise, new statistics, whatever it happens to be. So that’s what I would do. It’s pretty easy. We use, Screaming Frog to do the audit, so it’ll, it will look at your entire website and then give you an Excel list of all of your links, and then you can go and you can tell it I want dates and topic and all that kind of stuff. And you can go through that fairly easily to say, this is old, we don’t need that. Move that to a different tab. This is good stuff. We don’t wanna lose it. And then I would compare that to what you’re keep, I would compare what you’re keeping to do a Google search. Are you show, are those links showing up in Google? And I would also ask AI. Are you showing, is AI showing that content in its answers. So you probably, I would venture to guess, like you and me, we, it would be a really big undertaking ’cause we have years and years of content. But for most agency owners, I would guess it’s probably a, I dunno… And you can use AI to help you, but it’s probably a two or three hour thing that you can split up over several weeks, right? To get it done. But 100% you should be, you should have an up update up to date website overall, and you should be updating content so that it’s refreshed, not necessarily the URL, but updating the content inside the article or the blog post or the page or whatever it happens to be. Chip Griffin: Yeah. And I, I think the advice to sort of just kind of, you know, go through a list of it is a really good starting point. Whether you use some third party tool, or frankly, if your website isn’t too huge, if you just go into WordPress and start scrolling back through the pages and posts. Mm-hmm. And just looking at the headlines, it at least, you know, things that are obviously in need of help will jump out at you. Yeah. Or you know, that you praise somebody that doesn’t make sense or whatever. And, and we have to keep in mind that, that sometimes that old content might be a year old, it might be 10 years old, right? It might still need some sort of an updating. The other thing that’s, that’s often helpful is just to go into, you know, something simple like your Google Analytics and just look at, you know, the top 20, 30, 40 pages in terms of traffic and just ask, are all of these pages the way I still want to present myself in whatever the current year is that you’re listening to us? Because, you know, that can be a really helpful way of prioritizing what you wanna address, what you wanna update. And particularly if you’re getting a lot of traffic to a page that either is not as relevant as it should be or not as accurate as it should be given the, the way the world has changed. You know, those are ones that you want to address. I, to me, one of the interesting cases is, you know what, and I’ve seen this a lot, and I, some of the organizations I’ve worked with have had this issue where you’ve got a page that gets a ton of traffic, but it’s frankly totally irrelevant to what they do today. Right. It’s still, it’s still an accurate bit of content, which is why it keeps getting traffic, you know, because it’s answering whatever question the searcher may have had, but it doesn’t really benefit the organization other than it does produce a fair amount of inbound traffic. So, to me, those are interesting cases. Trying to figure out what you do with those. And, if you talk to different SEO experts, you sometimes hear different bits of advice on this, right? Because some are like, well, you know, you, you’re still getting people clicking over to your site, and that’s a good signal for the search engines, so that’s good. The problem is if the signal is that you’re relevant for something that you really aren’t relevant for. Right. So, doesn’t really help you. My general inclination is if it’s completely irrelevant to what you do today, I would kill it off and sacrifice the traffic. But that’s, that’s my perspective on that. No, I totally agree with that. Either way you should make a conscious decision about it. Gini Dietrich: I totally agree with that because I think you’re right. If it’s not some, if it’s irrelevant, if you’re bringing irrelevant traffic to your website, your numbers are inflated. So I would rather have accurate numbers so I know exactly what my pipeline looks like, my lead generation looks like, what my lead nurturing looks like, and be able to work it backwards. Right. So I completely agree with you and like I said, I killed that article from 13 years ago. Because that’s not how I feel about that man anymore. So, yeah. At all. Chip Griffin: Yeah. Well, for, for many years on my personal blog, the highest trafficked post was one, was sort of a throwaway post I did on a camera backpack, that I got like 20 years ago. And it just, it scored, it turned out it was a popular model of the backpack, and so it got a ton of traffic from people who were considering buying it. Obviously that didn’t help me at all. Gini Dietrich: Not at all. Right. Chip Griffin: Because that, I mean, you know, I didn’t pitch camera backpacks or anything like that, you know, I didn’t sell ’em, I didn’t even have an affiliate link in or anything like that. So what, you know, what was the value of it? Pretty much nothing. You know, it felt nice to see all the spikes in traffic that it generated. Sure. Of course. But yeah. But it wasn’t particularly useful, so, and those are the kinds of things that, that many of us may, you know, maybe we just had a comment on our blog about some story of the day. And it just took off and for whatever reason still sticks around. But it’s not really what our agency is about, so doesn’t really help. Gini Dietrich: Yeah. I would really look at, I mean, some of your ideas, especially if you don’t have a ton of content like we do going, just going through WordPress and looking to see. I would start with the content on your website specifically, what’s on your homepage? Does it represent who you are and what you stand for today? Does it accurately reflect where you are today? I would venture to guess the answer for most of us is no. I would start there at least with the homepage and your top three or four pages, so probably your services page, probably your about us page. Maybe a resources page, depending on, again, look at your Google Analytics. Then once you’ve done that, then I would definitely go through WordPress and go through any content that you have, podcasts, recordings, videos, blog posts, whatever it happens to be. Go through all of those and then divide and conquer and say, yeah, we’re gonna have to update these. It may take me all year, but I’m gonna do one a week and I’m gonna update one a week. And it suddenly, you’re taking small bites of the elephant and you can get it done by year’s end. Chip Griffin: I love your advice to look at the homepage and other key pages before worrying about, you know, old blog posts and that kind of thing, because many, many agencies neglect their websites. Until they decide all of a sudden, this is how I’m gonna get new business. And so then they over invest in time and money Yes. In their websites. Yes. So it, it, it does seem to be a story of extremes most of the time, but, but looking at that homepage of your website and making sure that it accurately reflects the business that you are: who you serve, what you do, and that it is very crystal clear about those things on your homepage. Very first step. Do not pass go. Do not do anything else. Just get that done first. Then I would say, look at the about page and make sure that it accurately reflects who you and your team are. Make sure that the right people are there. Make sure that your bio is accurate and up to date. Make sure that your photo is up to date and have a photo, by the way, because people like to deal with other people. Yep. And as someone who does professional headshots for people on the side, I gotta tell you, you gotta have something that’s within the last five years at least. I mean, if I put up a photo on the website of me with hair, that’s just, that’s not, that doesn’t make any sense. And yet I see plenty of people, Gini Dietrich: no, Chip Griffin: who have photos on their websites. And then I meet them and I’m like, this is not even in the ballpark. Gini Dietrich: Yeah, you’re right. The other thing I will say to that, and this is incredibly important, is that AI notices inconsistencies. So if you are inconsistent across different, the websites, social media, all the places that you are online, you are not going to show up in AI answers no matter how good your content is. So when you’re doing that audit, I would also audit your bio. Your bio that’s on the website compared to what it’s on LinkedIn compared to what it is on all the other social media platforms. If you have YouTube or a podcast platform, compare it to there. If you have a newsletter, compare it to there. Like ensure that it is the exact same bio, not, not, little changes based on the platform. I mean, you’ll have to make it smaller for Twitter than you would for LinkedIn, right? But it has to be consistent because if it’s not, AI gets confused and doesn’t know what to do, and so it just doesn’t present you as an option. So as you’re doing that audit, I would ensure that the bio, your own bio and then the bios of your key leadership or key team members are consistent across every platform on the internet, because that’s incredibly important with AI today. Chip Griffin: Yes. At the same time, what I would say to you is AI and SEO are very important. More important are the humans who actually visit your website. Gini Dietrich: Yes. Chip Griffin: And so there’s lots of advice out there, including what we’re talking about here that will help you from an AI and SEO standpoint. However, it should never, ever, ever be at the expense of the actual user’s experience. Gini Dietrich: No, never. Right. Chip Griffin: And increasingly, I’m seeing websites that are being tailored for how they think that AI will be reading and indexing their sites. And so, for example, they shift almost entirely to a Q&A format because AI, generally speaking, loves the Q&A format in order to stock the answers that it gives to people. However, that’s not always the best user experience. Sometimes you need to present things in more of a compelling story like way. And trust me, the AI will figure it out. It may not be as great at it today. It may prefer the Q, but it’s going to improve over time. And it’s the same thing as for years, people would chase the latest algorithm change at Google. And that’s fantastic until they change it in three months or six months. Right. And so what are you gonna do? Just keep updating your website? Well, if you’re an SEO agency, you love that, right? Because. You know, you can just tell the clients, well, you know the latest version, now you gotta do this. So you remember all that work we did in January? It’s June now. I’ll do it again. We’re gonna redo all of that for you, right? I mean, it’s a great full employment act for SEO experts. However, it is not generally a good user experience, nor frankly, a particularly good use of resources. So first and foremost, focus on the end user’s experience. And only after that, think about, okay. Are there tweaks or additions I could make in order to help the search engines or the AI spiders or that kind of thing? Gini Dietrich: Yeah, I think the point you make about how Google updated updates it algorithm like real often and that you are trying to keep up is, is ludicrous, but it’s something that we’ve always been aware of and I think the strategy has not changed. If you always write, produce, not just write, but create content that’s compelling to a human. The algorithms and the AI are going to love it so that doesn’t matter. Are there things you can do to help it and AI find you? Sure you can do Q&A’s, you can do the, but that we do that stuff and this is gonna get techy, but we do that stuff on no follow sites, so it doesn’t show up in Google. It doesn’t show up in our navigation. It’s only there for the AI bots, right? So there are things that you could do for sure. But if you always put the human beings first, it’s going to work no matter what happens with AI, and no matter what happens with the algorithms. Google came out, gosh, several years ago now, and said, if you’re focused on expertise, experience, authority, and trust, those are the, those are how we’re using, that’s how we’re floating stuff to the top. So I think that’s really good advice because that is always going to A, make your content different, and B, make it valuable to humans. So if you’re always demonstrating your expertise that nobody else has and your experience that nobody else has, that will build authority and trust in both places. Chip Griffin: Well, I mean, the irony is that all of the experts will help you to chase the algorithms and the technology, but the reality is that all of the search engines and all of the AI engines, they’re all chasing the user. All they’re trying to do is try to deliver what a real person wants. Gini Dietrich: Yep. Chip Griffin: And so it’s ironic that, that we set them aside, the humans aside to chase the technology when the technology is chasing the people. So it’s kind of a weird circle and I’ve consistently maintained for 20 plus years. If you focus on the user, you’ll get to the right place. You may not be there today. And, and it, it’s gonna ebb and flow over time as algorithms and technology changes. But chase the user because that’s how you sell your business. That’s how you find new clients and that’s how you keep people happy. Gini Dietrich: Yeah, absolutely. I think that’s, yes. Focus on the humans first. That’s always been the advice. That strategy has not changed. The tools change, the tactics change, the execution changes, but the strategy remains the same. Chip Griffin: So let’s say, you know, you’re, you’ve gone through this audit on your website. You’ve chucked out the things like the praise of Elon Musk that you don’t want on there anymore. You’ve gotten rid of the content that’s no longer relevant to the business that you are today. So now you’re left with some things that you could update, you know, maybe you could strengthen them. They’re not obviously wrong. They’re still pretty good. How do you decide where you want to invest your energy as far as which of these do you update? Which of those do you flesh out and make bigger deals? Because I think that’s where the real challenge comes in. You know, do you, are you better off updating old content or are you better off creating new content? Gini Dietrich: I think it depends, which is the tagline to this podcast, of course, but, it depends on a few things. One, if you, if there’s older content that you can refresh and update with minimal resources, like it’s just a five or 10 minute, gosh, this needs to change, this needs to change, and then I republish it and it’s showing up in Google results. I think it’s probably worth doing it. Obviously if it doesn’t support or reflect where you are right now, I would not worry about it. But if there are things where you have some SEO value or AI is using it to bring real humans to your website based on the questions they’re ans they’re asking and it’s accurate, then I would take a few minutes to update it. And like I said, maybe you, you create a list of things that you need to do and you just check one off a week. Right? And then I would focus my efforts on new stuff. So where are we now? What are we thinking? How are we? How have we evolved? What kinds of things are we offering to the industry? That kind of stuff. So I would first focus on the stuff that you can repurpose because it’s easier and it’s a smaller lift, and you still have the value of SEO from that perspective, and then focus on the new. But like I said, if your website in general, your homepage, your about us page are not updated, I would start there. Chip Griffin: And I think it’s important that you, as you’re looking at the old content, that you’re thinking about refreshing that, that you don’t look at it through the lens of I could make this perfect if I spent some more time on it. It really, you have to see that there’s some, that the outcome for the user, again, going back to the person on the other end, is meaningfully different because of the additional work that you’ve put in. I mean, if it’s just simply that it’s phrased better, it’s organized, neater. It’s, you know, a little bit clearer that that’s probably not enough for me. Right. But if you’re able to, you know, things have changed between then and now as far as either what’s going on in the world, what’s out there, what your knowledge is, and you can, you can make it 50% better. Okay. Now you’re talking about something that, that may be worth the investment of time and energy, but if it’s, you know, if you’re just, you know, kind of polishing. That generally isn’t gonna pay off. Gini Dietrich: Totally agree with it. Yep. Totally agree. Yeah. If it’s new, like if it’s your thinking has evolved and it supports that and you just need to polish that piece or you know, like… We are constantly evolving the PESO model. And so I’m always looking at that content to say, oh gosh, that doesn’t represent where it is anymore. Right? Do I wanna put a date on this or a year in the content so that anybody who visits it understands that this is three years old. Do I wanna delete it? Like, so I, you know, I’m constantly. Our marketing team and I are constantly looking at those kinds of things, so I totally agree. If it’s just a polish, I wouldn’t spend the time. But if it’s evolved thinking, if it’s new services, if it’s new products, if it’s new IP, if it’s, you know, those kinds of things, then I would definitely include it. Chip Griffin: Absolutely. Well, hopefully we’ve given people some good ideas so that they can take a fresh look at their website as we start the year. And figure out, you know, what they might wanna tweak, improve, get rid of, hide from, any of those things. And it, it doesn’t have to be a giant project as you suggested. No. It can be the kind of thing where you chip away at one piece of content a week or something like that and you’ll see a meaningful difference over the course of time. Gini Dietrich: Absolutely. Yep. Get it done. Get that homepage updated. Chip Griffin: So with that, we will draw this episode of the Agency Leadership Podcast to a close. I’m Chip Griffin. Gini Dietrich: I’m Gini Dietrich, Chip Griffin: and it does depend.

Coming at you LIVE from Benny Frank's! Where we are joined by Food Network's ‘Chopped' Champion Chef Enrique where he gives us some incite to being a chef, his speciality menu at Benny Frank's and the perks of being Chef Enrique. Plus Voo hits us with 21 questions where things get a little spicy. Follow us on social media @AaronScenesAfterParty

Original Air Date: January 14, 1953Host: Andrew RhynesShow: The Lone RangerPhone: (707) 98 OTRDW (6-8739) Stars:• Brace Beemer (Lone Ranger)• John Todd (Tonto) Writer:• Fran Striker Producer:• George W. Trendle Music:• Ben BonnellFor more great shows check out our site: https://www.otrwesterns.comExit music from: Roundup on the Prairie by Aaron Kenny https://bit.ly/3kTj0kK