Podcasts about Peso

HubSpot lost roughly 75% of its blog traffic to AI search—and grew revenue 19% anyway. Everyone wrote the obituary for content marketing, but the traffic that died was the content HubSpot never had the right to own, and everything built on real authority held. In Episode 4 of the PESO Model® Diagnostic, I break down what survived, what didn't, and how to tell which of your own content is an asset versus exposure—before AI makes the call for you. Take your own PESO Model® Diagnostic: https://spinsucks.com/self-peso-diagnostic/ PESO Model® Certification: https://spinsucks.com/peso-model-certification/ Full article: https://spinsucks.com/communication/peso-model-diagnostic-hubspot

BUSINESS: ​​​​​Political uncertainty pressuring peso – ING | July 20, 2026Subscribe 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#KeepUpWithTheTimes Hosted on Acast. See acast.com/privacy for more information.

BUSINESS: ​Peso could hit P63:$1 | July 18, 2026Subscribe 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#KeepUpWithTheTimes Hosted on Acast. See acast.com/privacy for more information.

Wie schneidest du deinen Shop exakt auf die Bedürfnisse deiner Kund:innen zu? Und wie kann dein Shop dazu beitragen, Kund:innen nachhaltig in wiederkehrende Marken-Fans zu wandeln? In dieser Folge erklärt Nina von tante-e, wie die Streetwear-Brands LFDY und Peso Community Building im Shopify-Shop erfolgreich verankern.Im Fokus: Worauf kommt es beim Aufbau eines Loyalty Programms an? Wie spielst du Aktionen und Drops bestmöglich aus und wie sorgt eine Mobile Shopping App für noch mehr Nähe zu deinen Kund:innen? Erfahre außerdem, welche Strategien die beiden Brands nutzen, um Inhalte der Community als User Generated Content (UGC) effektiv in die Kundenreise einzubinden.Gesponsert von Unzer: https://www.unzer.com/de/shopify/LFDY: https://livefastdieyoung.com/PESO: https://pesoclo.com/LoyaltyLion: https://loyaltylion.com/Influence.io: https://www.influence.io/memberr: https://memberr.de/Stikky: https://www.stikky.app/Tapcart: https://www.tapcart.com/Merchant Inspiration Talks 2026: https://merchantinspirationtalks.com/

Vinculan a proceso a exdirector de Pemex por violencia familiar Corte aclara cómo está integrado su personal especializadoEE. UU. impone nuevas sanciones a CubaMás información en nuestro podcast#grc

El Dr. Peñaherrera es endocrinólogo en el Hamilton Diabetes and Endocrinology Center de Dalton, Georgia, y en Hamilton Health-Calhoun. Habla inglés y español. Cursó sus estudios de medicina en Ecuador, completó su residencia en medicina interna en Nueva Jersey y realizó su subespecialización (fellowship) en endocrinología en el Jackson Memorial Hospital de la Universidad de Miami, en Miami, Florida. Se especializa en diabetes, trastornos metabólicos, medicina de la obesidad y afecciones relacionadas con las hormonas.https://vitruvianhealth.com/services/diabetes-endocrinology-center/

Hombres y mujeres NO vivimos de la misma manera el subir o bajar de peso. ¿Por qué parece que nuestros cuerpos juegan con reglas distintas? El Dr. Iñaki Villanueva, uno de los mayores expertos en obesidad en México, revela cómo las hormonas, la menopausia, la testosterona, la grasa abdominal y hasta la presión social afectan distinto a hombres y mujeres cuando hablamos de sobrepeso y obesidad. Porque muchas veces no solo luchamos con el peso, también con la culpa, la frustración y la forma en la que nos hablamos. Si quieres empezar a romper esas barreras, te invito a mi masterclass gratuita: “Rompe las barreras y diseña la vida que deseas”.

Continuo com a Dra. Patrícia Pires, Geriatra da Clínica MOVE, para nos explicar quando a perda de peso no idoso pode se tornar um problema de saúde.O idoso naturalmente tem facilidade em manter/ganhar massa muscular e, com o tempo, a musculatura pode ser consideravelmente prejudicada.Isso demanda cuidados na alimentação, no programa de fortalecimento muscular e na saúde em geral.Não perca mais esse episódio incrível desse podcast, que é uma realização da Clínica MOVE!#geriatria #musculacao #fisioterapia #clinica_move #drapatriciacamposferraz #nutripatriciacampos #nutricaoexercicioesaude

Luis Herrero analiza las declaraciones del presidente del Gobierno desde la cumbre de la OTAN en Ankara.

Mundo Salud - Dr. Esteban Ortiz, insomnio y aumento de peso by FM Mundo 98.1

Continua lo speciale settimanale di Spin-Off dedicato a House Of The Dragon, con la recensione e il commento spoiler della 3x03 della terza stagione. Dopo gli eventi devastanti della puntata precedente, Rhaenyra ha ottenuto ciò che voleva, ma la terza puntata mostra subito il problema: conquistare il Trono è una cosa, riuscire a governare Approdo del Re senza perdere lucidità è tutta un'altra storia. In questo episodio si parla del rapporto sempre più teso tra Rhaenyra e Daemon, del rifiuto del Grand Septum, della decisione di non legittimare i figli di Corlys, delle conseguenze politiche della presa del potere e della fragilità di una regina che sembra già circondata da fantasmi, lutto, pressione e consiglieri tutt'altro che rassicuranti. Daemon continua a rappresentare la via più brutale: sei draghi, potere di fuoco, minacce e distruzione. Rhaenyra invece prova a seguire l'esempio di Viserys, scegliendo prudenza e moderazione. Ma in un mondo come quello di House Of The Dragon, la domanda resta sempre la stessa: governa meglio chi cerca equilibrio o chi incenerisce tutto prima che gli altri possano reagire? Si parla anche di Tumbleton, Ormund, Daeron, Aemond, Aegon, del possibile futuro della stagione e della scrittura di Sarah Hess, che anche in questa puntata conferma quanto House Of The Dragon funzioni meglio quando mette insieme potere, trauma e conseguenze politiche. (00:00) Introduzione (00:55) Un episodio che si concentra sul lato più umano di Rhaenyra (04:19) Le conseguenze delle decisioni prese nello scorso episodio (09:10) I problemi sottesi alle responsabilità del Trono Di Spade (14:10) Rhaenyra la regina buona Vs Daemon il pazzo sanguinario (15:16) Cosa accadrà nei prossimi episodi? Learn more about your ad choices. Visit megaphone.fm/adchoices

A military move comes with orders, packing, paperwork, timelines, and a lot of stress. But for some service members, a Personally Procured Move, also known as a PPM or DITY move, can be a way to take more control and potentially make money. In this episode, Lt Col Jonathan "Peso" Clason shares how he and his family completed two full PPM moves, what he learned, and why planning, paperwork, weight tickets, and teamwork matter so much. Peso is an active-duty Air Force officer, pilot, commander, instructor, husband, dad, and experienced full PPM mover. He shares how far out he starts planning, which costs to watch, which mistakes to avoid, and how to decide whether doing your own move is worth it. For more information, visit the full show notes at https://milmo.co/podcast/make-money-on-a-ppm-move 

Especialistas alertam que obesidade, sedentarismo e outros fatores podem antecipar problemas osteoarticulares, mesmo entre pessoas jovens.See omnystudio.com/listener for privacy information.

You understand the PESO Model®, so why does it still feel like a pile of tactics instead of a system that runs? In this episode, Gini Dietrich takes you inside the PESO Model Certification® she tore down and rebuilt—what changed, what she refused to touch, and who it's honestly not for. If you've ever understood something cold and still couldn't make it run, this one's for you. Take the free PESO Model® Diagnostic: https://spinsucks.com/self-peso-diagnostic/  Explore the PESO Model® Certification: https://spinsucks.com/peso-model-certification/

Relatórios mostram que planejamento e cuidado domésticos continuam recaindo sobre mulheres, mesmo quando são as principais provedoras financeiras; se fosse remunerado, representaria mais de 40% do PIB de alguns países. 

Bienvenidos al podcast de Somos Eléctricos, donde analizamos toda la actualidad del sector de la automoción y la movilidad eléctrica. En el episodio de hoy repasamos la nueva ofensiva eléctrica de Subaru, los detalles del futuro Opel Antara fabricado en Zaragoza y los precios del nuevo Skoda Peak. Además, analizamos el lanzamiento del Dongfeng Vigo, el retraso del Nissan Qashqai eléctrico y la nueva planta de baterías de Leap Motor en Aragón. Cerramos con nuestro espacio Tesla, analizando sus previsiones de producción y el estado actual de la compañía. Te gestionamos el beneficio del CAE, mas info en: https://somoselectricos.com/certificados-ahorro-energetico-cae-coche-electrico/ Apoya este podcast a través de IVOOX. Tan solo ves a esta URL https://www.ivoox.com/podcast-somos-electricos_sq_f1627406_1.html y pulsa el botón de APOYAR. Tu ayuda nos permitirá invertir más tiempo y recursos en el proyecto de Somos Eléctricos. ¿Te animas?

El tipo de cambio oficial se ubicó en 17.55 pesos por dólar¡Toma previsiones! Se pronostican lluvias en México  Keiko Fujimori amarra su triunfo  en Perú  Más información en nuestro podcast#grc

A cartoon pig ran one of the most integrated campaigns I've seen in years—and it still leaves the most important question unanswered. In this week's Spin Sucks podcast episode, I run the Peppa Pig pregnancy campaign through the PESO Model® Diagnostic to show you the difference between a brilliant campaign and an actual operating system: one has a finale, the other never ends.  Take the PESO Model® Diagnostic: https://spinsucks.com/self-peso-diagnostic/  Explore the PESO Model® Certification: https://spinsucks.com/peso-model-certification/  Read the full article: https://spinsucks.com/communication/peso-model-diagnostic-peppa-pig

Edição de número 535 do Podcast Sexto Round em que os jornalistas Renato Rebelo, Lucas Carrano e André Azevedo repercutem os principais resultados do último Fight Night (Kape x Horiguchi), analisam a atual conjuntura do peso-pesado do UFC e traçam prognósticos. Confere aí!

Palestra realizada no dia 03/11/2025 na Sociedade Espírita Casa do Caminho, em Patrocínio/MG.

Touros selecionados pela Fazenda Santa Silvéria participam de leilão da raça no próximo dia primeiro de julho

La notte prima degli esami è passata e, nelle case di tutta Italia, è arrivato il momento delle parole. Quelle dei genitori, degli amici, dei parenti. Ma nei giorni che contano davvero, il linguaggio può essere un sostegno oppure una fonte di pressione in più. Partendo dall'atmosfera unica della mattina della maturità e dalle emozioni che coinvolgono ragazzi e adulti, la psicologa dell'età evolutiva Roberta Tessaro aiuta a capire come accompagnare i figli con messaggi che rassicurano senza caricare di aspettative.

THE AFTER PARTY IS BACK. And on this one we feature the new girls of Cincy Street. They tell about their bartending journey to Cincy Street, give us their latest relationship tea and our boy Gee asks them some crazy questions! Follow us on social media @AaronScenesAfterParty

Neste episódio conversamos com o Dr. Gustavo Cosenza, médico endocrinologista e atleta. Ele quebra o grande mito do "quanto mais leve melhor" e explica como a busca obsessiva pelo menor peso pode arruinar o seu rendimento e a sua saúde.Parceiro do Café com Tri pra esse episódio: @seekdopa hosts: @sergiomagalhaes1 @betonitrini @wagner__41 @erikamagrisse produção: @stemmasports pauta & conteúdo: @cafecomtriathlon edição : @acqua_xtreme gravação: @studiostemma capa: @pedroc.jr #cafecomtri #stemma #triathlon #triatleta

We add another string to our bow by learning about the fiddler crab. We discuss the arc of history bending towards crab, the MogBot 2000, bad dating advice, non-orientable wormholes, and so much more.  Works Cited: “The Design of a Beautiful Weapon” - John Christy, Smithsonian Museum of Natural History “On the Other Hand: The Myth of Fiddler Crab Claw Reversal” - Judith S. Weis, BioScience, April 2019 “Sexual selection for structure building by courting male fiddler crabs: an experimental study of behavioral mechanisms” - John H. Christy et al., Behavioral Ecology, May 2002 “Synchronous waving in fiddler crabs: a review” - Patricia Ruth Yvonne Backwell, Current Zoology, July 2018 “Robotic crabs reveal that female fiddler crabs are sensitive to changes in male display rate” - Sophie L. Mowles et al., Biology Letters, January 2018 “Not what it looks like: mate-searching behaviour, mate preferences and clutch production in wandering and territory-holding female fiddler crabs” - M. Peso et al., R. Soc Open Sci.. August 2016 “Dishonest signalling of fighting ability and multiple performance traits in the fiddler crab Uca mjoebergi” - Simon P. Lailvaux et al., Functional Ecology, March 2009 “The effects of neighbor familiarity and size on cooperative defense of fiddler crab territories” - Isobel Booksmythe et al., Behavioral ecology, November 2011 “Beyond Abiotic Decay: Fiddler Crabs Accelerate Plastic Fragmentation in Pollution Hotspots” - Jose M. Riascos et al., Global Change Biology, December 2025 Links: For more information about us & our podcast, head over to our website! Follow Just the Zoo of Us on BlueSky, Facebook, Instagram & Discord! Follow Ellen on Instagram or BlueSky!   Help support this show and unlock bonus content! Become a member at https://maximumfun.org/joinjustthezoo

Il 10 giugno a Herat, in Afghanistan, la polizia ha sparato per disperdere una rara manifestazione di protesta, nata dopo l'arresto di alcune donne accusate di aver violato le rigide norme sull'abbigliamento imposte dai taliban. Parla una giornalista dall'AfghanistanIn questi giorni si è aperta una crisi diplomatica tra l'Ucraina e la Polonia, dopo che Kiev ha deciso di chiamare un'unita militare speciale con il nome di un discusso gruppo militare attivo durante la seconda guerra Mondiale. Con Davide Maria De Luca, giornalista, da KievOggi parliamo anche di:Film • Romeria di Carla SimónCi piacerebbe sapere cosa pensi di questo episodio. Scrivici a podcast@internazionale.it Se ascolti questo podcast e ti piace, abbonati a Internazionale. È un modo concreto per sostenerci e per aiutarci a garantire ogni giorno un'informazione di qualità. Vai su internazionale.it/abbonatiConsulenza editoriale di Chiara NielsenProduzione di Claudio Balboni e Vincenzo De SimoneMusiche di Tommaso Colliva e Raffaele ScognaDirezione creativa di Jonathan Zenti

We add another string to our bow by learning about the fiddler crab. We discuss the arc of history bending towards crab, the MogBot 2000, bad dating advice, non-orientable wormholes, and so much more.  Works Cited: “The Design of a Beautiful Weapon” - John Christy, Smithsonian Museum of Natural History “On the Other Hand: The Myth of Fiddler Crab Claw Reversal” - Judith S. Weis, BioScience, April 2019 “Sexual selection for structure building by courting male fiddler crabs: an experimental study of behavioral mechanisms” - John H. Christy et al., Behavioral Ecology, May 2002 “Synchronous waving in fiddler crabs: a review” - Patricia Ruth Yvonne Backwell, Current Zoology, July 2018 “Robotic crabs reveal that female fiddler crabs are sensitive to changes in male display rate” - Sophie L. Mowles et al., Biology Letters, January 2018 “Not what it looks like: mate-searching behaviour, mate preferences and clutch production in wandering and territory-holding female fiddler crabs” - M. Peso et al., R. Soc Open Sci.. August 2016 “Dishonest signalling of fighting ability and multiple performance traits in the fiddler crab Uca mjoebergi” - Simon P. Lailvaux et al., Functional Ecology, March 2009 “The effects of neighbor familiarity and size on cooperative defense of fiddler crab territories” - Isobel Booksmythe et al., Behavioral ecology, November 2011 “Beyond Abiotic Decay: Fiddler Crabs Accelerate Plastic Fragmentation in Pollution Hotspots” - Jose M. Riascos et al., Global Change Biology, December 2025 Links: For more information about us & our podcast, head over to our website! Follow Just the Zoo of Us on BlueSky, Facebook, Instagram & Discord! Follow Ellen on Instagram or BlueSky!   Help support this show and unlock bonus content! Become a member at https://maximumfun.org/joinjustthezoo

Most agency owners think their clients have it easy. But the gap between how you believe your agency operates and how clients and prospects actually experience it is often wider than you’d expect, and it’s usually the small, everyday frictions that do the most damage. In this episode, Chip and Gini ask if you were on the receiving end of your own agency’s processes, would you be happy? The answer, for a lot of agencies, is probably not. Their point isn’t that agencies should cave to every demand, but if you market yourself as a partner, act like one. The friction can start before someone even becomes a client. Contact forms loaded with qualifying questions scare people away. And back-and-forth emails to find a meeting time have no excuse in 2026. Use a scheduling tool, have a link ready, and make it especially easy for prospects. Once someone is ready to talk, the goal is to respond fast and remove every obstacle. When it comes to the handoff from prospect to client, agencies should have a standard proposal template so they can turn paperwork around in 24 hours, not days. Make invoicing and payments as easy on the client as you would want it to be if you were in their shoes. And when it comes to project management tools, if the client already has one they’re using, just use it. The tool matters less than having one. Key takeaways Chip Griffin: “When someone is at a low point, that is not the time to try to extract stuff from them. It’s a time where if you believe half of your marketing BS that you put out there about they’re our partners, they’re not our clients, well, then act like one.” Gini Dietrich: “We have to think about scope creep, and we have to think about margins, and all of those are very real things. But let’s not cut our nose off to spite our face.” Chip Griffin: “Being easy to work with starts before they’re even a client. I am often befuddled by how difficult agencies make it to get in touch with them for a prospect.” Gini Dietrich: “There are some organizations that have a process that they put clients through, and it’s so rigid that it doesn’t meet the client where they are. And it’s impossible to work with them because of that.” Related How to onboard new agency clients How to do client collections right and get paid faster 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, I’m, I’m easy to work with, right? I mean, you know, I’m not too- Gini Dietrich: You’re super easy to work with. Chip Griffin: Well. Gini Dietrich: I mean, you’re a little cranky, but that’s why I love you. Chip Griffin: I, I, I think listeners know I’m, I’m cranky. They just… If you’ve listened to more than two or three episodes, you’ve probably heard me be cranky about something at someone. Gini Dietrich: Great. I love it. Chip Griffin: Yeah. Yeah. But we are gonna talk about whether or not you are actually easy to work with as an agency for your clients, and frankly for your prospects as well, because I think a lot of agencies believe that they are easy to work with, but their thoughts or their words maybe aren’t matched up with their actual actions. Gini Dietrich: Yes. And, you know, I will say that I learned this lesson when I started hiring agencies and solopreneurs. It’s not easy to work with other agencies. And you’re like, “Oh, that’s not… I thought that that was a good practice.” And then you realize when another agency puts you through it, not a good practice. Like for instance, making them, making you use their project management system when you have your own, bad idea. Sending emails with invoices that go into the void, bad idea. Like there are some practices that I’m like, “Nope, this does not work.” It’s not, you’re not making it easy on me. Chip Griffin: Yeah, and I, I think part of the problem comes from, I think part of the blame goes to people, people like us who are always preaching to agency owners the importance of protecting their time and their margins and- Gini Dietrich: Sure Chip Griffin: and all of that. Yep. And, and I think that, you know, some people listen to that, but they don’t think through, “Okay, well how does that look on the other end?” Gini Dietrich: Right. Chip Griffin: Yep. And, and so yes, you absolutely need to, to make sure that you don’t have scope creep, and you need to make sure that you are protecting your time so you can get work done, and you’re not just getting eaten alive by meetings and calls and all of that. At the same time, you should think, “What does the other person on the other end think? How would I feel if I received this communication or if someone I hired acted in this way? How, would I be happy about it?” And I think if you start to do that, you’ll realize that some of your practices may not be as easy to work with as you think. Gini Dietrich: Yeah, I think you’re right. You know, I think about a couple of years ago, probably two or three years ago, it was a Saturday night and a client’s website went down, and the client called me, and the reason I remember this is Saturday night is ’cause I probably already had a glass of wine. And he called me and he’s like, “Hey, our website just went down and I can’t reach anybody.” And I was like, “What do you mean you can’t reach anybody?” He’s like, “I can’t reach anybody at the web firm. Can you help?” And I was like, “Of course.” So I called the web firm, and I finally got ahold of somebody, but I had to go through… I had to email three different email addresses, not a personal email address, and I had to go through their quote-unquote process. And I finally got somebody to call me and they said, “Well, keeping the website up and restoring a backup is not part of our scope of work, and so it’ll cost $2,000 an hour.” And I was like, “I’m sorry, what? But that’s not, that’s not a thing.” And they had taken this client’s… You know, they had… The client didn’t know, the client didn’t know what they were signing, and they did sign a scope of work that, that wasn’t included, and it was $2,000 an hour for emergency type stuff. And I was like, “No, absolutely not.” So their marketing manager and I got on with GoDaddy and we restored it ourselves, which it was not a fun process, but it worked, and that, that forced us to… I think they actually ended up firing the web firm, but which they should have. But, like, that kind of stuff I think is exactly to your point. They had put in a process. They had a contract. They did all the things, but they didn’t think through, like… restoring somebody’s website on a Saturday night is literally a click of a button. It’s not a $2,000 an hour emergency kind of thing. So, you know, yes, you should have a process. Yes, you should have a contract. Yes, you should protect your time, but also don’t do it at the risk of losing a client over something stupid like that. Chip Griffin: Right, and obviously there are some clients, as we know, who will abuse some of these things. So- Of course … there, there are certain times- Gini Dietrich: Of course, yes … Chip Griffin: where you have to be okay appearing to not be as easy as the client would want you to be. So this is not, this is not us preaching, “Say yes to everything that you’re asked to do.” It’s simply make some, make some good judgments here. Now, if this is, this is, the website disappears over the weekend, and it, you know, it’s not something that happens regularly, it’s not the, this client doesn’t generally abuse you, I mean, just get it done, and you can have a conversation after the fact and say, “Hey, that really wasn’t part of the scope of work. You, you know, we helped you as a show of good faith, but we need to, you know, we need to work this into the agreement going forward-” Right … or something like that. Gini Dietrich: Right, right. Chip Griffin: It, you know, when, when someone is, when someone is at a low point, that is not the time to try to extract stuff from them. It’s a time where if you truly want, you know, if you believe half of your marketing BS that you put out there about we’re our, they’re our partners, they’re not our clients, well, then, then act like one. Gini Dietrich: Yeah. Yeah. And I think the, I think, you know, we think, we have to think about scope creep, and we have to think about margins, and all of those are very real things. But to your point, let’s not cut our nose off to spite our face. Like, there are some times where you’re just like, “Okay, yeah, sure.” I mean, I didn’t charge the client extra for them calling me instead of somebody on their account team because it was a Saturday night and they knew they could get me. I didn’t charge them extra for that. We just fixed it, right? Like, and that, that creates more goodwill in your relationship and trust in your relationship than being like, “Well, let’s deal with this on Monday.” No. No. Chip Griffin: Yep. And I mean, and a lot of it, a lot of being easy to work with is really the small things. It’s not the, it’s not the big giant stuff. It’s the little bits of friction that just become annoying. So think about how easy is it for clients to book time with you or your team, right? Again, and we don’t want this to be abused, but at the same time, I’ve worked with a lot of agencies where they’re like, “Well, you know, I, I’ve got a half hour two weeks from now for you.” Gini Dietrich: Right. Chip Griffin: Come on. I mean- … you know, if, if this is a client who’s constantly asking for time, okay, you know, maybe. But in general, you should be trying to find ways to make yourself available. Gini Dietrich: Yes. Chip Griffin: You should be doing things like making sure that your team is at least acknowledging emails within the business day. Gini Dietrich: Yes. Chip Griffin: Even if they can’t solve it, at least acknowledging it makes you easier to work with. Little things like how you handle billing. You alluded to that earlier, but make it easy to handle billing. Make sure you’re finding out early on who should these invoices go to? Do they need to be copied to multiple people? Don’t say, “Well, I’ve got this process and it only goes to one person or whatever.” Make the payment process easy. Make it so that people can pay online, make recurring payments. If they want to be able to change a credit card, let them do that. Gini Dietrich: Yes. Chip Griffin: I had a recent experience with someone- You did. … that I worked with for a long time and, and I wanted to change my, my business credit card number that was used for it, and I was told I had to call an operator to do that. I’m like, “That is total BS in 2026. I should be able to do that online. I should not have to get on a phone and read out my card number to a human.” That makes no sense whatsoever. Make it easy for people. Gini Dietrich: Yes. Crazy easy. Like you should make it easy. It’s, it’s funny you say that because about invoices, because we worked with an accounting firm who would mail their invoice, and we use a PO box because I don’t want mail coming to my home and sometimes we got it, sometimes we didn’t. Like I, and they would go, “Your invoice hasn’t been paid for 120 days.” And I’m like, “Dude, I don’t have an invoice from you.” And so I finally got them to email them. Like, this is ridiculous. Don’t mail me the invoice. It’s 2022, for heaven sakes. Chip Griffin: Well, if you want to talk about not easy to work with, the PO box is a perfect example. I had a PO box for almost 30 years that I used for business, and I finally ended up giving it up recently because the post office was becoming extraordinarily belligerent about wanting various bits of documentation. I’m like, I’ve, I’ve had this- Gini Dietrich: Yes … Chip Griffin: post office box for 30 years. Like well you have to show up in person to do this, and so I would show up in person. They’re like, “Oh, no, you don’t have the right stuff.” Gini Dietrich: Yep. Chip Griffin: And we don’t have the right people here today, so we’re gonna have to do it again.” No. Gini Dietrich: Yep, yep. Chip Griffin: No. Gini Dietrich: Yep, yes. Chip Griffin: Like- Gini Dietrich: Mm-hmm … Chip Griffin: That’s, that is nonsense. There are so many ways to verify my identity, the identity of the business, what- like come on. Uh-huh. Also- Yeah … 30 years I had this box. Right. Like, and now you’ve just decided- Gini Dietrich: Mm-hmm, uh-huh … Chip Griffin: that now is the time that you need to do this? Give me a break. Gini Dietrich: Yeah. Yeah, I think you’re right. Like the, it’s, I think exactly what you said at the beginning, which is you listen to people like us who say you have to protect your margins, you have to protect your time, you can’t have scope creep, you have to have a process, like all of those things, and those are important. But you also have to be willing to be flexible and nimble to the client’s need within that, right? Like, there are some organizations, agencies I will say, that have a process that they put clients through, and it’s so rigid that it doesn’t meet the client where they are. And it’s impossible to work with them because of that. And I’ve had that experience too as a business owner. Like, you have to be able to be flexible enough to meet the client where they are and still deliver in ways that you know are going to deliver the results you’ve, that they expect. Chip Griffin: Yeah. And being easy to work with starts before they’re even a client. I am often befuddled by how difficult agencies make it to get in touch with them for a prospect. I see these, these web forms that have like a gazillion questions on them. Like, do you have a problem that you have a wild number of contacts that you can’t handle screening them if you just get name, company, and email? I mean, do, do you really need to ask them a detailed set of questions in a form? Gini Dietrich: Yeah. Yeah. Chip Griffin: I don’t, I really, that’s one I just do not understand, and I’ve talked with a few owners. I’m like, “Well, why do you do it?” “Well, just to make sure that we’re only getting qualified leads.” I’m like, “Do you, do you have a problem with this right now, though? Do you have… Are you flooded with so many that you can’t even just hit delete on the ones- Gini Dietrich: You can’t keep up, right, right … Chip Griffin: that don’t work out?” Google to find out if this is someone legit or not? I, I just- Yeah … And the vast majority “No, no, no, no, we just wanna make sure that they’re qualified.” I’m like, “You understand you’re scaring people away.” Every single extra form, item that you put in there reduces your, the completion rate. Gini Dietrich: Yes, Chip Griffin: Don’t do that. Make it easy. Yeah. Make it easy to schedule that first conversation with you. Strike while the iron is hot. If someone reaches out and they wanna talk to you, bend over backwards. I have a different Calendly scheduling link for people who want to reach out to potentially work with me that opens up more blocks on my schedule. Because why not try to reach those people as quickly as you can? Gini Dietrich: Right. Chip Griffin: And by the way, use a service like Calendly to book time. Stop it with these back-and-forth emails. I can meet between here and here, and this and that. That is, like, 10 years ago. We don’t need to do that anymore. Have a nice little Calendly link that someone can use, or whatever service you wanna use, that just makes it easy for someone to book time. You can always say to them as a polite thing, “If you’d rather just give me a range of times, you can.” But you know what? I’ve been doing this for years, and I have yet to have a single person say, “I’m not gonna click on that link” and instead say, “Well, I just wanna give you some windows.” Right. ‘Cause it’s harder for them. Gini Dietrich: Yeah, right. Chip Griffin: Make it easy. Gini Dietrich: Yes. Yeah, I totally agree. I think really understanding, like, think about it too from the, from your client or prospect’s perspective. If I were receiving this, how would I take it? And look at it through that lens to help you understand how you might improve things to make it easier for them. Chip Griffin: Yeah, and when you’ve got someone on the hook and they’re interested, make it easy for yourself to produce the statement of work and the contract, and get them out the door. Have a standard template. Gini Dietrich: Yep. Chip Griffin: Don’t spend- I mean- Yep … a lot of agencies take a long time between when someone says, “Yeah, I wanna do this,” and when they actually start sending the paperwork. You should be able to get that over within 24 hours. Gini Dietrich: You absolutely should, and I think the problem with that is that people wanna write proposals that are, like, in-depth and strategic, and have tactics, and they’re really a plan. Don’t do that. That’s giving away stuff that you shouldn’t be giving away for free. You should absolutely have a standardized template. And truth be told, I put ours into AI, and I said, “Here are all the things that need to stay the same,” and it will pump that out, and then it will customize based on the conversation I had, and that’s it. And I always tell prospects, “You’ll get something from us in 48 hours,” and they get it within 24, and then they’re ecstatic, and they’re happy, and all the things. Chip Griffin: Yeah. And make it easy to complete. Make sure you’re sending it so they can get an electronic signature, so all they have to do is click, click. It’s done in five seconds. Yep. If you send it to them, and then they’ve gotta actually sign something, and figure out how to take a photo of it with their phone and email it to you, why are you doing that in 2026? E-signatures are a wonderful thing. You should be using those. And then once they’ve done that, make sure you have a templated process for onboarding so that you don’t say, “Oh, we’ve signed the agreement. You know, let me get the team together. We’ll, we’ll, we’ll get back to you in, you know-” Right, right. “… a couple of weeks when we’ve had the chance to figure this all out.” You should have an onboarding process so you hit the ground running. You don’t have to have every answer, but you have to be able to show them that you know what you’re doing. So it’s not just about being easy, it’s building their confidence in those early stages. Gini Dietrich: Yeah, for sure. And you know, one of the things that we find, too, is that, of course, because we have the PESO model, it, it is a very standardized process, right? But we find that clients, prospects come to us a lot with a problem. They think it’s a problem. And they all say things like, “We have a measurement problem. We don’t know how to measure.” And that, truth be told, like, that’s most comms teams, right? Most comms teams do have a measurement problem. They don’t know how to measure. And so we have a list of questions that we ask because that’s a symptom, and we’ve, we’ve discovered through all of our work that that’s a symptom. What’s really the problem? And we ask, you know, we start to dig in, and all of a sudden they go, “Oh, now it makes sense that we can’t measure,” right? So you can have a list of questions based on what the prospect tells you. It used to be that I, I haven’t gotten, had this conversation in a long time just because of the way we’ve shifted the business, but I used to hear all the time, “We’ve had four PR agencies, and they don’t do anything. They pitch a bunch of stuff, and nothing ever happens.” And so I had a list of questions based on that, and I– one of the questions was, “What other– Who, who else have you worked with?” Because I wanna know if you’re the problem or if they’re the problem, right? Have a list of questions that will help you understand so that then you can take all of that and throw it into your AI and say, “This is what I’ve diagnosed. These are what the problems are. Please fill out the template that you have,” and it helps you build a structure for your proposal really fast. Like, in two minutes versus two days. Chip Griffin: I mean, the great thing is being easy to work with tends to make your life easier, too. Gini Dietrich: So much easier. Chip Griffin: Most of these things will actually improve your existence. So, you know, rather than fighting it, rather than feeling like I have to just kind of, you know, push in my direction to get people to align with me, if you can find that middle ground, it will likely make things easier. And you opened by talking about project management, and so I think it’s a good place to, to wind down here as well. Project management tools are something that it certainly makes sense for you to recommend to a client if they don’t have something that they’re already using actively. Yes. You should definitely have one that you’re using and, and that is your default that you would like them to use. But if they say, “Hey, I’m already using something else, we need you to be part of that,” then go along with that, because ultimately it’s not which tool you’re using, it’s that you’ve got some way of keeping it all organized. Gini Dietrich: Yes. Chip Griffin: And if you can do that, you will make your life easier, you’ll make the client’s life easier, and you’ll produce better results. So, so don’t fight on that. Have it, so that if they don’t have anything, you’ve got a solution. Gini Dietrich: Right. Chip Griffin: You’re not like, “Well, you know, we need to think about it. Let’s try to figure out which one do you like? Should we try this? Do you want, do you want vanilla or chocolate?” Like, who cares? Gini Dietrich: Yeah. Chip Griffin: Just pick one, use it, and move on. Gini Dietrich: Yep. Yeah, totally. Yes. Chip Griffin: There I am being cranky just like you said. You’re welcome, everybody. You’re welcome, Gini. Gini Dietrich: Thanks. Chip Griffin: So with that, I think we will wrap up this episode, but, uh, hopefully we were easy to listen to at least. There we go. On that note, I’m Chip Griffin. Gini Dietrich: I’m Gini Dietrich. Chip Griffin: And it depends.

Most owner-led agencies know they should be doing more than media relations. One barrier has always been capability: you can’t execute paid media if nobody on your team knows paid media. AI is removing that barrier, and Chip and Gini dig into exactly how. Gini built a PESO model operating system AI that prompts you instead of you prompting it. Many agencies are strong in one or two media types and need scaffolding to think through the rest. The tool can be used to help agencies execute unfamiliar disciplines step by step. Chip frames this as an opportunity to do things that were theoretically possible two years ago but practically out of reach. A paid campaign to amplify a blog post no longer requires hiring a specialist. Beyond drafting, both hosts made a case for AI as a learning tool instead of merely a content machine. Gini tested this directly by vibe-coding a PESO model diagnostic, working through multiple versions with AI troubleshooting each step. The practical upshot is that you can use AI to build separate knowledge-rich agents for each media type, loaded with client messaging and context, and treat them as thought partners for areas where your team lacks depth. It won’t eliminate the need for people or strategic thinking, but capability is no longer a credible excuse for staying stuck at one letter of PESO. Key takeaways Chip Griffin: “AI is a great opportunity for all of the things that you wished you could have done two years ago that now become much more feasible for you to do without having to go out and bring in-house new expertise.” Gini Dietrich: “I have built my entire organization using agents. It doesn’t replace anybody. I still need people to do the work, and I still need people to do the strategic thinking, and I still need people to service the client work. It makes us smarter, it makes us faster, it makes us more productive, but it doesn’t replace anyone.” Chip Griffin: “It doesn’t have to do it for you, it can help educate you… You can make it tell you at whatever level of knowledge you need in order to become comfortable with it, and then you actually start to learn it.” Gini Dietrich: “If you don’t have shared or owned and paid expertise internally, you can use those agents to help you build those things.” Related The PESO Model evolves for the AI era (and why your website isn't dead) Has the PESO Model become a necessity for modern agencies? Agencies need the PESO model now more than ever How to allocate your client's PESO budget 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 think we’re gonna let AI do our jobs today. I know we don’t ever talk about AI on this show. Gini Dietrich: We don’t. We don’t like it at all. Chip Griffin: But I think AI is gonna let us do so much more here. Awesome. Maybe even, maybe we can even implement the PESO model as part of the show. Gini Dietrich: Beautiful. Let’s do it. Chip Griffin: I’ve, I’ve heard that the PESO model is something that’s really important that we should- … we should focus on. So why not let AI help us with it? Gini Dietrich: Oh, I love it. Maybe we could use NotebookLM and have it create its, our voices too. We’ll just be done. We don’t have to do anything. Chip Griffin: That’s a great idea. Gini Dietrich: Yeah, let’s do it. Chip Griffin: So then, you and I could just connect and just do our gossiping and chit-chat. Gini Dietrich: Right. Yes. Chip Griffin: And we’d still get an episode even without having to take the time to record. Gini Dietrich: Yes. I like it. Let’s do it. Chip Griffin: I like it. I like that. That would be- That would be fun. Gini Dietrich: We don’t gossip. What do you mean? Chip Griffin: Gossip, talk about world events. Whatever, however you want. I mean- Gini Dietrich: Yes. It’s kind of good that those aren’t recorded. Ah. Chip Griffin: It is. I suspect we would get a lot of listeners, but we’d lose a lot at the same time, so. Gini Dietrich: Yes. Chip Griffin: In any event, we are going to talk about AI again because it is top of mind for all of us, and so we all ought to be thinking about it. And we are gonna talk about the PESO model because we just happen to have somebody here who knows a little bit about the PESO model. So let me explain it to you… Oh, no, I didn’t. Oh. I wasn’t talking about me. With the founder of the PESO model as one of the co-hosts. It, we’ve talked about the PESO model before, but I think, you know, one of the things that, that has occurred to me in recent times, and I’m sure it has occurred to you as well, is that AI can help more PR agencies go deeper into the PESO model, particularly in areas where they maybe don’t have as much in-house expertise. And, and one- Yep … of the things we’ve talked about with agencies a lot is that the PESO model touches a lot of different things, and it’s difficult for any small agency to have all of the skillsets needed to fully execute PESO properly. Gini Dietrich: Yep. Yeah. Chip Griffin: AI seems to open the door to more of that. Gini Dietrich: For sure, it does. One of the things that we did late last year is I built a PESO operating system AI. And instead of you prompting it, it prompts you. So it’s built to do exactly that, so that you can say, “Okay, well, we’re really good at media relations, but we don’t have any expertise in shared, owned, or paid,” or, “We’re really great at owned and shared, but we don’t have any expertise in earned and paid.” Whatever it happens to be, right? And so it will h- it will prompt you with questions to help you think through, “Okay, if we’re great at owned and shared, but we don’t have the E and the P, here are the things you need to be thinking about.” And it will help you either figure out how to execute it on your own with step-by-step instructions, or it will give you a creative brief that then you could hand off to a partner. So it, it’s built to do that, but the point is, is that- I mean, would I prefer you use the PESO OS AI that I built? For sure, but really any AI could do that. I think if you,you have to prompt it. It’s not gonna prompt you. But I think any AI based on information that’s out there in the, on the web that we’ve created around PESO, it will be able to take all of that and say, “Here are some things you should be thinking about.” And I think it’s really good at helping you think through things that you’re just not an expert at. And it’s really good at helping you think through, gosh, we should be using paid to amplify our content, for instance, but I don’t have any idea. Do– should I do it on LinkedIn? Should I do it on Instagram? Should I do it on TikTok? Should I do it on Google? Like, I have no idea. So AI is a really good thought partner from that perspective. Chip Griffin: Well, and I think that’s the, that’s the key point is that it allows you to, certainly you can look at it in, at a 30,000-foot level, you know, with your specialized OS that allows you to really think the whole big picture through. Yep. But you can also use it in a very granular way to say “Hey, look, I know I want to amplify this content. Let’s, let’s look at the various ways that we can do it, and help educate me about how we do that most effectively.” Yep. And, you know, to me, AI is a great opportunity for all of the things that you wished you could have done two years ago Gini Dietrich: Yeah Chip Griffin: That now become much more feasible for you to do without having to go out and bring in-house new expertise, or hiring someone if it’s, particularly when it’s focused, right? If it, it really is just, “I need a paid campaign to amplify this blog post.” That is a whole lot easier to do with AI, frankly, than it is to go hire somebody in-house- Yeah … and a lot cheaper. Gini Dietrich: Absolutely, yes. And it will give you the step-by, literal step-by-step instructions if you wanna do it yourself. Right. And if you don’t wanna do it yourself, you say, “Help me create a project brief or a creative brief that will, that I can hand off to a partner,” and it does that for you too. So one of the things that we do is, you know, I have a paid media expert in, on our marketing team, but then we hire out, depending on what we need, we’ll hire out sort of the day-to-day minutia piece of it. ‘Cause, you know, especially in paid media, you have to be in there every day and testing and tweaking and all that kind of stuff. And AI’s great at saying, “Eh, pay attention to this,” but not great at actually pushing the buttons. And so it has helped our paid media team even just outsource some of that stuff too. So it’s, I think it’s really great from that perspective. You know, it’s still, you, like, I think some, especially PR professionals, are using it for, like, list development and media pitching and things like that, which is fine, but it’s still not… it’s still a good first draft. You still have to add your personalization. You still have to do those kinds of things. One of the things that we were kind of struggling with, actually not struggling with, we were arguing over internally, was our outbound sales campaigns and what those said. And I felt like they were way too long. Our chief revenue officer felt like the calls to action weren’t right, and so we put it into AI, and we were like, “This is where we’re struggling. We’re not agreeing on these five points.” And it pumped out some stuff that we were like Okay, that’s– I– All right, let’s try that. So, you know, I don’t know yet if it’s gonna work ’cause we haven’t launched it, but it helped us think about things a little bit differently than we had just the three of us shooting the shit around a Zoom conversation. Chip Griffin: Well, and to your point, it’s a great jumping-off point. It’s not necessarily a final draft of everything, but, I mean, let’s say you, you know, you’re– you don’t consider your team very adept at creating social posts on their own, but you want to use PESO to amplify content. You can take that piece of content and say, you know, “Give me three to five drafts that I can look at.” Yep, yep. And you can pick the one that, that resonates most with you, and then, you know, hone that and use that as your post. So again, it just, it allows you to do things that either would’ve taken much longer a number of years ago or just you wouldn’t have been able to do without hiring someone new in-house or that sort of thing. And so having those opportunities means that you can adopt a lot more of the PESO model as an agency, which certainly benefits your clients, but it benefits your business as well. Because as we’ve talked about, pure PR agencies, despite the renaissance of the importance of earned media as a result of LLMs and all of that, you know, you still, I still think it is very difficult to have a media relations only agency in 2026. Gini Dietrich: Yeah. Chip Griffin: It’s not impossible. There are certain niches where it works and certain setups that work, but for the vast majority of old time traditional PR agencies, they need to be getting into more of the PESO model, even if it’s not all four letters. Even if you get into two of the letters- Gini Dietrich: Yeah Chip Griffin: that’s gonna help you a lot. Gini Dietrich: Yep. Yeah, for sure. And it does– definitely helps you, like I think I’ve mentioned before that I have several different agents, AI agents, and one is my co-CEO, and my co-CEO, like, it will argue with me, and it will tell me, like last week it said, “That’s a stupid idea.” And I was like, “Ah, well, screw you, too.” But it helps you think through those things. So you say, “Okay, what if I want to build an agency that is focused around the PESO model, and I’m gonna go through the certification so that I can create an agency that’s focused on it. What am I missing? What do I need to hire for? What can I use you, my AI, for? What can I…” Like it helps you think through all of those things. “Help me build a plan to be able to do this over the next two years. I want to create some intellectual property based on what you know about me and how I’ve used you in the past. What is some intellectual property that we might be able to create as an agency?” It can help you with all sorts of things. Chip Griffin: It can, and it, it also, you can calibrate it to your own knowledge level or your team’s knowledge level, so you can have it just help you with some, some drafts. You can have it just teach you how to do things. Gini Dietrich: Yep. Chip Griffin: And I think that’s an often overlooked use of AI. Yes. Absolutely. It doesn’t have to do it for you, it can help educate you. Yep. And part of that is just communicating with it and say, “Treat me like I’m an absolute idiot.” Gini Dietrich: Yep. Chip Griffin: “And give me out- actual step-by-step instructions. Assume I don’t even know how to click the mouse. Like, tell me to put downward pressure on the button in the middle of the…” Like, you can make it tell you at whatever level of knowledge you need in order to become comfortable with it, and then you actually start to learn it. I mean, I think we, we all think of AI as something that, that’s, you know, can just replace us, but it can also help us learn so that we develop our own skills, and maybe we don’t need the AI for what we need it for today, but instead we can use AI to take us to the next level because we’ve already built in that knowledge from having worked with AI previously. It should be viewed as a growth opportunity, not as just, you know, the lazy way out. Gini Dietrich: Yeah. I, absolutely. I love that because, you know, I kept hearing about this vibe coding thing, and everybody was talking about vibe coding. I was like, “Okay, I wanna try vibe coding. What do I want to vibe code?” And so I actually asked my AI boyfriend, “If you were me, what are some things you would vibe code just to test it out?” And it said, “You should do a PESO model diagnostic so that people understand where they sit on the PESO model maturity ladder.” And I was like, “Okay.” So I went into lovable.ai, and I built a PESO model visibility assessment is what I built first, and it was a really good first draft. And then I went through it and I had some friends take it, and I had my team go through it and got all of that feedback, and then I built the PESO model diagnostic from there. So it probably took– I probably had five or six versions before I was ready to take it public. Then I was like, Okay, now I have to figure out how somebody gets their results, and then how do I attach it to ActiveCampaign, which is our software, our email software, so that they can have their results emailed to them? It’s a little bit harder than it sounds. Chip Griffin: I, I think that’s, that’s part of the thing with vibe coding. People- Gini Dietrich: It’s absolute, yeah, a little bit harder. Yeah. But it did exactly what you said. Yeah. I was like, “I am lost.” Yeah. And I actually said, “I think this is above my pay grade.” And, and it said, “Okay, let me help you.” And so it broke it down step by step by step. We finally got it figured out, but then it wasn’t, it was doing everything that we needed it to do, but it wasn’t emailing. So I had all the tokens in the email, so like, “Hi, first name, here’s your…” Like, I had all those tokens, but it wasn’t triggering that. And so it helped me figure out, it like, it helped me troubleshoot and figure out why. And I, there’s no way on earth, not in a zillion years, I could have done that on my own two years ago. Absolutely not. Chip Griffin: Yep. And it really, it really is amazing how it can help you with some of those things. Now, it can also send you down some rabbit holes that are- Gini Dietrich: Yes, it did that too … Chip Griffin: not the right ones, and, and then- Gini Dietrich: Correct. I was like, “No, that’s not right.” Chip Griffin: And then it says, “Oops. Yeah, sorry. That’s, I, I didn’t mean to do… You’re right- Yep, you’re right. Mm-hmm … that I should’ve gone a different direction.” Gini Dietrich: Yeah. Yes, it does do that. Chip Griffin: And so, you know, that is always one of the challenges of vibe coding, is it opens a lot of doors, but it can lead to a lot of frustration, and you have to be ready to handle that. Gini Dietrich: Yeah. Chip Griffin: And particularly for someone like you, who has not been steeped in development in the past. Gini Dietrich: At all. Chip Griffin: You know, it probably takes more effort to get past that frustration than- Yeah … say, for someone like me, where I can spot early on that it’s going in the wrong direction, ’cause I’ve written code, and I’d be like- “Mm, I don’t- That does seem wrong, too … I don’t know if we really wanna do that.” Yeah. Yeah. And, but, but you can also ask it a lot of questions, and part- you know, I use Claude Code personally, and so, you know, it will often give options, or you can ask for options and say, you know, “Let’s go through the pros and cons of these different paths that we can do before we build out a whole product around something that we’re like, ‘Eh, that’s not gonna work.'” Gini Dietrich: Yep, yep. Chip Griffin: And you can think them through. You can think through what, what are the maintenance costs? What are the actual hard costs of it? Yep. And there are times where the tools will suggest something to you that, that costs something, and they’ll, it, it’s sort of like, you know, Waze. Waze sometimes likes to avoid tolls. I’m like, “Don’t, I don’t wanna avoid a toll. I wanna get there faster.” Gini Dietrich: I wanna get there faster, right. Chip Griffin: Like, to, to me, I don’t- Gini Dietrich: Yeah … Chip Griffin: don’t put me on all these weird side streets so I don’t pay a toll. Same thing with these tools. They often default to the free option, and sometimes you’re like, “Well, I’m willing to pay $5 a month to get this email sent to me correctly, and, and not have to, like- Right … go down to the command line and configure- Yeah … all this stuff. Yes. And then my computer’s always gotta be on, and all that kind of stuff. So, but the, the point is that that a lot of these tools open up the doors for the things that you can do, which then, again, expands that capability so that you are moving beyond just being one of the four letters and moving into at least two, if not all four, of PESO. Gini Dietrich: Yeah. And I would say also that if you, if you want to do this, it’s not a small undertaking, but if you want to do this, you can, there are lots of ways that you can do this, but I’ll make it super, super simple. Using Claude, you can create projects. And the projects can be focused on, okay, we’re gonna have one for earned, we’re gonna have one for paid, we’re gonna have one for shared, we’re gonna have one for owned. And in those specific projects, you build files, knowledge files that teach it what you wanna do from an earned media perspective. These are our clients. This is what we talk about. These are their messaging. Like all– Here’s our media list. All that kind of stuff goes into the knowledge files. You give it some instructions, and then it becomes your earned media thought partner, or same with your other media types. So if you don’t have, you know, shared or owned and paid expertise internally, you can use those agents to help you build those things. I will say, though, that, you know, people keep talking about how AI is going to replace us, and I have gone way down the rabbit hole from an agent perspective, and I have built my entire organization using agents. It doesn’t replace anybody. I still need people to do the work, and I still need people to do the strategic thinking, and I still need people to service the client work. Like, it makes us smarter, it makes us faster, it makes us more productive, but it doesn’t replace anyone. And so I say that because I want you– I don’t want you to be afraid of, oh my gosh, if we use this and we use this, I use it to help me think through the other media types that we aren’t doing, that it’s going to replace us, or the clients aren’t gonna wanna work with us. That’s not the case at all, at least not in my experience. So I would say test it out, play with it, get really good at it, because it will help you achieve some of the goals that you want to achieve a lot faster than you can do it on your own. Chip Griffin: Oh, absolutely. And, and it doesn’t even require you to know even the general direction. You can simply go in there and say, “Hey, look, you know, I’ve got this blog post. It’s not getting much traction, but I feel like it should. Help me to understand why it’s not.” And, and- Yep … so it’ll help, it’ll analyze the structure and content and maybe make some suggestions there. But then in the conversation you can say, “Well, you know, it doesn’t seem to be generating much in the way of inbound traffic from social. Help me think that through. How can I do that better or differently?” And it, it allows you to do a lot more, and I think particularly for those agencies who are doing any form of video, AI can be a really good tool for helping you to expand the use of that video into other things, right? I mean, the obvious that we’ve had for years is the automatic transcription, right? So you start from a point of you’ve got a transcription and so you’ve got, you know, more content that’s out there that’s more easily indexable by more tools. You know, some of the LLMs, you know, quote-unquote “watch video,” some only can use transcripts, so you wanna give both ideally. Yep. But you can go well beyond that. I mean, a lot of people are just kind of slapping stuff up on YouTube without any kind of a good description if they’re doing video. Use AI. Let it, let it give you a quick first draft and you can do that correctly. Let it start drafting social posts so you can get it out there. Make sure that you’re turning every video into a blog post. There are so many things that you can do from that one nugget. It’s one of the reasons why I love video so much, is because it can spiral out into these other formats so easily. But all of that then helps to fuel your efforts on the PESO model, and all of it can be done in an organization without all of the things that you would have needed five or 10 years ago. You don’t need a dedicated video producer or a high-end external video, you can use something like we’re using right here today with Riverside, where you can just- free plug there. We’re not, we’re not sponsored by them, but- … you know, we, we use it, and it, it does a nice job of cutting this up. If you’re watching this on YouTube, it switches camera angles. I don’t do anything except click a little button that says, “Do this,” and I get to choose how aggressive the, the camera switching is. Gini Dietrich: Yeah. Chip Griffin: That’s fantastic, right? But it will also then clip things that you can use for social media. And if I’m a traditional PR agency, I don’t know anything about any of that kind of stuff, but it’s all valuable to furthering the PESO model for my clients. So why wouldn’t I be taking advantage of AI to help me go down that path? Gini Dietrich: Yeah. And I would say if you are a traditional PR agency, even things like, “This pitch isn’t landing. Tell me what you think.” Sure. “How would I… Like, I’m trying to reach this, this, and this reporter with this pitch. Analyze it for me.” Like, that kind of stuff you should be doing every single day. Chip Griffin: Right, ’cause the PESO model isn’t just about ticking boxes. It’s about doing all those things well, right? Gini Dietrich: Right. Chip Griffin: You, you can have a nice little report card that says, “Check. I did the P. I did the E. I did the S. I did the O.” But are you doing all of those well? And, and- Right … maybe even what your agency is, is built around, whichever letter is the core of your personal expertise, there are certainly ways that you can use AI to improve even on that- Absolutely … even before you go down the other  avenues. Gini Dietrich: Absolutely. Yeah. And one of the things that we’ve been, you know, when we, we evolved the model for AI into an operating system, and that is because all of the media types build on one another, right? So it will help you figure that out. So I can say PESO model’s now an operating system, and I’m sure you’re like, “I don’t know what the freak that means.” And it, it will help you figure out what that means and how you can apply that to your business. Chip Griffin: Yeah, I mean, operating system may be one of the most overused product descriptions these days, but- Gini Dietrich: It works in an enterprise. Chip Griffin: everybody’s got an operating… you know, you read anything AI-related, everybody’s got an operating system. Gini Dietrich: Works in an, in an enterprise really well. Chip Griffin: It, it … Oh, I mean, I, I’m not arguing that. It’s just, it’s kind of, it, it’s kind of like 30 years ago where everybody used the word paradigm. Gini Dietrich: Oh, fair. Chip Griffin: Like, okay. Gini Dietrich: Really? PESO model paradigm. Chip Griffin: I gotta, gotta hear about- There, I like that. That’s nice … OS again. Ugh. Ugh. Of course- Ooh … I’m old enough to remember actual OSs back in the day. You know. MS-DOS, for example. Way, way long time ago. Gini Dietrich: That’s right. Chip Griffin: On that note, before I go down memory lane and really bore everybody, we’ll wrap this episode up. But use the PESO model, and use the AI to help you get there more effectively- Yes … faster. Gini Dietrich: Yes. Yes. Chip Griffin: Grow your business, help your clients. Gini Dietrich: Yes. Make lots of money. Chip Griffin: Make lots of money. On that note, I’m Chip Griffin. Gini Dietrich: I’m Gini Dietrich. Chip Griffin: And it depends.

La berberina se ha puesto muy de moda por su posible efecto sobre la glucosa, la insulina y la pérdida de peso. Pero, ¿realmente funciona o se está exagerando su impacto?En este episodio analizo qué es la berberina, qué dice la evidencia sobre su uso y en qué casos puede tener sentido utilizarla. También explico por qué, aunque pueda ser una herramienta útil en contextos concretos, no sustituye a los hábitos que realmente marcan la diferencia.Recibe la newsletter: https://www.lifters.esEntrena conmigo: https://tally.so/r/woAJgV

Unión Europea acelerará el retorno de migrantes ¿Cómo amaneció el precio del dólar? Aquí te decimos  Edomex aplicará descuentos de hasta el 100% en la zona oriente#grc

Jornalismo e reflexões sobre a Fórmula 1. Para apoiar o nosso projeto, basta se tornar membro do canal e curtir as premiações: https://www.youtube.com/channel/UCXeOto3gOwQiUuFPZOQiXLA/join   Se preferir um formato diferente de Apoio, confira as facilidades do http://www.apoia.se/cafecomvelocidade para ajudar o Café a crescer e se manter no ar. E se você curte a agilidade e rapidez do PIX, você pode se tornar apoiador através da chave cafecomvelocidade@gmail.com (este também é o nosso endereço para contato)   APOIANDO O CAFÉ VOCÊ RECEBE: Faixa Café com Leite - Acesso a um grupo exclusivo de membros do canal no whatsapp Faixa Capuccino - O mesmo benefício + acesso a LIVES Exclusivas toda terça-feira pós GP de Fórmula 1 Faixa Extra Forte - Os mesmos benefícios + concorre em sorteios de assinaturas da F1TV até o FINAL DE 2027 ! Faixa Premium - Os mesmos benefícios + concorre também a miniaturas de F1, acesso ao grupo Premium, pode PARTICIPAR das LIVES Exclusivas e concorre a ingressos para o GP do Brasil de F1 de 2026 em Interlagos !   Não deixe de nos seguir no X / Twitter (@cafevelocidade) e no Instagram (@cafe_com_velocidade) Siga nossa equipe no X / Twitter: @brunoaleixo80 e @camposfb   #formula1 #f1 #f12026 #monacogp #monaco #gpmonaco #canadiangp #canadiangrandprix #canada #gpcanada #miamigp #miami #gpmiami #drivetosurvive #netflixseries #netflix #japanesegp #japangp #japão #gpjapão #chinesegp #gpchina #australiangp #australiangrandprix #ausgp #australia #gpaustralia #f1testing #f1team #f1teams #f1season #f1speed #abudhabigp #abudhabigrandprix #abudhabi #gpabudhabi #qatargp #qatargrandprix #gpqatar #lasvegasgp #lasvegasgrandprix #lasvegas #braziliangp #saopaulogp #interlagos #gpdobrasil #brazil #mexicogp #méxico #gpmexico #gpdomexico #usgp #austingp #singaporegp #singaporegrandprix #singapore #azerbaijangp #bakugp #gpazerbaijão #italiangp #italiangrandprix #gpitalia #monzacircuit #dutchgp #dutchgrandprix #zandvoort #zandvoortgp #gpholanda #hungariangp #hungaroring #gphungria #belgiumgp #spafrancorchamps #gpbelgica #britishgp #britishgrandprix #british #silverstone #inglaterra #austriangp #austria #gpaustria #spanishgp #spain #gpdaespanha #emiliaromagnagp #imolagp #imola #gpimola #saudiarabiangp #saudiarabia #gparabiasaudita #bahraingp #bahraingrandprix #bahrain #gpbahrain #gpbahrein #f1testing #noticiasdaf1 #formulaone #f1today #f1tv #f1team #f1teams #f1agora #f1brasil #preseason2025 #ferrari #mercedes #redbull #redbullracing #lewishamilton #maxverstappen #charlesleclerc #carlossainz #fernandoalonso #alonsof1 #astonmartin #mclaren #landonorris #oscarpiastri #georgerussell #podcast #podcasts #podcasting #automobilismo #raceweekend #raceweek #f12024 #formula12024 #f1news #f12025 #alpine #alpinef1 #f1motorsport #f1moments #f1movie   0:00  Saiba os TEMAS que serão discutidos nessa edição do Café 5:26  Destaque Aleixo: a expectativa e o lugar de Mônaco na F1 8:14  Destaque Campos: alternativas para o futuro de Verstappen 15:14  Café analisa: MÔNACO ainda tem PESO na Fórmula 1 atual ? 25:04  Análise: Mônaco ainda deve estar no calendário da F1 ? 40:08  O que pode ser alterado no circuito em Monte Carlo ? 49:56  2026: mudanças nos carros p/ o GP e quem pode surpreender 1:05:30  Café debate o desempenho de BORTOLETO na F1 2026 1:23:00  Antonelli: boa fase pode interferir nas conclusões sobre ele ? 1:40:14  George Russell: afinal, o inglês está pilotando mal ? 1:49:20  Questões importantes: a Fórmula 1 atual e + GP de Monaco 2:01:37  Curiosidade: as viradas mais improváveis na história da F1 2:10:06  Análise: Mercedes está conduzindo bem a disputa interna ? 2:31:52  Bruno Aleixo comenta a corrida da Fórmula Indy em Detroit 2:37:42  Sorteio: a miniatura da Ferrari do Lewis Hamilton vai para...  

Balacera en Los Cabos deja militares y civiles afectados Junio, último mes para verificar autos con engomado azulImponen toque de queda por disturbios en Nueva JerseyMás información en nuestro podcast#grc

The Homie Helpline reaches a peak level of "scary" as a caller admits to spending $60 on a "bruja" spell to trap his ex back into a relationship!

In the second of the monthly PESO Model® Diagnostic series, Gini Dietrich diagnoses the operating system behind Liquid Death, the rare brand sitting at Stage 5 / Leadership on the PESO Maturity Ladder, where the operating system isn't supporting the product. It IS the product. Take the free PESO Model® Diagnostic at spinsucks.com/self-peso-diagnostic, or learn about the 2026 PESO Model® Certification at spinsucks.com/peso-model-certification.

Nessa live conversei com atleta de levantamento de peso paralímpico Tayana Medeiros (@tayanamedeiros).Tayana Medeiros tem 33 anos é carioca e atualmente mora em Uberlândia - MG.Tayana foi campeã paralímpica em Paris 2024 e é recordista brasileira e das Américas. Foi medalhista mundial (prata no individual e ouro por equipes feminina). Faz parte da equipe paralímpica de levantamento de peso do Praia clube Uberlândia e foi medalhista de prata nos jogos para-panamericano sde Lima no Peru e ouro nos jogos para-panamericano de Santiago no Chile.No Clube de Leitura, exploramos juntos obras que desafiam o senso comum — livros que unem ciência, filosofia e ancestralidade — sempre com uma visão crítica e prática para transformar o conhecimento em ação.Entre para o Clube e participe das discussões ao vivo, receba roteiros, resumos e mergulhe em cada capítulo com profundidade.https://henriqueautran.com.br/clube-de-leitura/ Conheça o Substack Nutrição Ancestral. É um espaço autoral de aprofundamento científico, com análises técnicas baseadas em literatura acadêmica sobre evolução, fisiologia e metabolismo, conectando biologia evolutiva e evidência para quem quer entender o corpo além de modismos. Acesse: https://nutricaoancestral.substack.com Você também pode nos acompanhar no instagram, http://www.instagram.com/henriqueautran.  E em nosso canal do YouTube: https://youtube.com/c/henriqueautran. 

That Solo Life Episode 340: Why Right Now Is Your Moment as a Solo PR Pro Episode Summary In this episode, Karen and Michelle deliver a timely reminder that periods of disruption are not just a challenge for solo PR pros — they are an opening. As larger agencies navigate layoffs and major brands question whether their big agency retainers are actually serving them, seasoned independents are uniquely positioned to step in with what clients need most right now: senior-level expertise, direct access, speed, and no handoff. The co-hosts unpack the case for why this moment calls for a mindset upgrade — from service provider to peer executive — and share two practical, immediately actionable tips for leveling up your business development: auditing your positioning language and optimizing your digital presence for generative AI search (GEO). This is a compact, energizing episode packed with perspective and takeaways.   Episode Highlights [01:24] Why the Moment Is Now for Solo PR Pros: Layoffs at larger agencies and growing scrutiny of big agency retainers are creating real openings for solos and small agencies. Karen and Michelle are quick to note this isn't about celebrating anyone's misfortune — but they are clear that cycles of disruption have always created opportunity for senior independent practitioners, and this one is no different. [02:22] The Big Agency Relationship Doesn't Have to Be Either/Or: Karen reframes the conversation: solos aren't necessarily replacing big agencies — they can be the missing piece alongside them. Large brands often benefit from a global agency plus a smaller, more nimble partner focused on different things. Karen has been that partner. If you've played that role, it's a story worth telling explicitly in your business development conversations. [04:43] What Clients Are Actually Looking For Right Now: Michelle identifies the three things decision-makers are prioritizing: consistency (the same senior person, every time), senior access (a peer-to-peer relationship, not an account manager handoff), and speed (no one pivots faster than a solo). These aren't abstract differentiators — they're the exact pain points that drive clients away from large agencies. Build your talking points around them. [06:03] The Peer-to-Business Mindset Shift: One of the most important reframes in the episode: when you go solo, you don't just change your title — you become the executive of your own company. Karen pushes back on the tendency solos have to unconsciously slip into a subservient role with clients, treating them like a boss rather than a business partner. Clients are hiring your expertise and judgment. That's a peer relationship, and you have to own it. [07:43] Business Development Starts with Your Own Positioning: Michelle's practical challenge: go look at your LinkedIn profile, your website, and your email signature right now. Does the language reflect the senior, direct-access, expert-led story you just heard? If not, that's your first business development task. Develop a few clear talking points. Sharpen your elevator pitch. The story you tell about yourself is the foundation of every new client conversation. [08:54] GEO — Generative Engine Optimization — Is Not Optional Anymore: Karen's most tactical tip of the episode: optimize your website and bio for GEO, not just SEO. When potential clients — or their colleagues — ask an AI assistant to recommend a PR firm, your content needs to be the answer. That means writing your website copy in the language of the questions your ideal clients are actually asking. Karen's example: write for the $500M company looking for on-the-ground, senior-led PR support — and put those words on your site. Resources & Additional Information Solo PR Pro membership community: soloprpro.com That Solo Life podcast website: thatsololife.com That Solo Life Episode 329: The New Alphabet of PR from AEO to PESO with Gini Dietrich PR News: Priceline's Christina Bennett on Why GEO Is PR's Moment to Shine Host & Show Info That Solo Life is a podcast created for public relations, communication, and marketing professionals who work as independent and small practitioners. Hosted by Karen Swim, APR, founder of Words For Hire and President of Solo PR Pro, and Michelle Kane, Principal of Voice Matters, the show delivers expert insights, encouragement, and practical advice for solo PR pros navigating today's dynamic professional landscape. Listen to all episodes and catch up on previous conversations at thatsololife.com. Did this episode inspire you? If you found value in this conversation, please take a moment to leave us a review on your favorite podcast platform. Your feedback helps us reach more solo pros just like you! Don't forget to subscribe so you never miss an episode.

The SAGA Agency AI Survey results are in, and small agency owners are feeling great about AI. Maybe too great. In this episode, Chip and Gini dig into the numbers and find the gap between how owners think they’re using AI and the reality of what's happening inside their businesses. The headline figures look impressive: 89% of respondents report regular or widespread AI use, 74% use it daily, and 88% say they’ve seen productivity gains. But Chip isn’t buying it. He questions whether the sample skews toward early adopters, or more likely, whether agency owners simply don’t have a clear enough picture of what “good” AI use looks like elsewhere. When 53% say they’re ahead of their peers but only 13% say they’re behind, the math doesn’t work. As Gini puts it, they’re probably grading themselves on usage habits, not operational depth. Next, Chip and Gini look at what agencies are actually doing with AI. Most activity falls squarely into what Chip calls “generative AI 101” — drafting emails, writing social posts, generating blog content. The more interesting stuff is largely absent. AI-assisted design work barely registers. Only 74% are even using AI to revise or edit content, a number both hosts find inexplicable given how easy and useful that is. Gini’s own example of running an article through an AP style agent before sending it to a notoriously precise editor at PR Daily illustrates exactly the kind of practical, low-friction habit that should be universal by now. Another data point they discuss is the disconnect between productivity gains and revenue. Agencies report getting faster, but their top-line numbers are flat or down. Gini’s read is that AI efficiency is getting absorbed into existing scope rather than converted into new value. Agencies are over-servicing clients at the same fees, filling freed time with more of the same work instead of building something new. On the pricing side, almost no one reported clients pushing for discounts tied to AI use. Instead of a reduction in cost, the larger enterprise clients are asking about data governance, usage policies, and procurement compliance. Chip advises unless your agency has the infrastructure to manage those requirements consistently, that’s a market best left to someone else. Key takeaways Chip Griffin: “There’s nothing in this data that suggests that there is widespread innovative use of it, widespread use of it for internal operations or for business development or any of those things.” Gini Dietrich: “AI is being absorbed into the existing scope. There’s silent commoditization so that clients are getting more for the same fees.” Chip Griffin: “Now is the time to experiment and figure out what works and what doesn’t when the cost of failure is much lower.” Gini Dietrich: “I don’t believe that AI is going to replace us. I believe that people who know how to use AI effectively are what’s going to replace you.” Resources Survey shows most owner-led agencies think they're ahead on AI. Most aren't. Related How agency owners can use AI as an always-on thought partner How AI impacts PR agencies and solos (featuring Karen Swim and Michelle Kane) Focus on AI value, not cost 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, as, as we sit here on a Monday and record this, I am truly optimistic. I have published my planned photo schedule for the evenings this week, and despite the fact that- … it says it’s gonna rain Wednesday, Thursday, and Friday, I still have games on that calendar, and I am optimistic that we will actually get those games in even though they don’t generally play baseball and softball in the rain. Gini Dietrich: I don’t know if that’s optimistic or masochistic. Chip Griffin: Oh. No, masochistic would be they were lacrosse games and I know they’re gonna be played in the rain, and I’m still looking forward to getting  wet while I take the photos. Gini Dietrich: And you’re still looking forward to it. Chip Griffin: No, I suspect if the forecast is what it is, I think it is highly unlikely that any of those games will be played. Gini Dietrich: Well, good, then you can be optimistic that you don’t have to go and shoot photos. Chip Griffin: There you go. Yeah. I can be optimistic to have some, some evenings to catch up on, on real work instead of- Gini Dietrich: That’s right. That’s right … Chip Griffin: photography. But- That’s right … optimism is kind of the theme of the day here though, because we have recently completed the SAGA Agency AI Survey, and it, it turns out that agency owners, to nobody’s surprise, are eternally optimistic, and they are astoundingly optimistic about AI, and how they’re using it and what it means for their businesses. Gini Dietrich: Yes, indeed. So I looked at the results, and that is my takeaway as well, is that they’re extremely optimistic. 89% have regular or widespread use, 74% use it every day, 89% expect AI use to grow over the next 12 months. And so, yes, it is very optimistic. 88% report productivity gains, and 79% report quality gains. Chip Griffin: It is amazing how much work AI is doing for agencies today. It is, it is frankly unbelievable, and I mean that literally. Gini Dietrich: Literally, yes. Chip Griffin: I do not believe it. Yeah. I have either stumbled across a sample of the earliest adopters who are most interested in AI and have really taken it the furthest, or more likely, people don’t really understand what’s out there and so therefore think they are further ahead than they are. Gini Dietrich: Yeah. I think it’s… Well, I mean, I will, I will say that the head of, the ahead of peers piece of it, so the data said that 53% believe that they’re somewhat or further ahead than their peers, and only 13% think they’re behind. That’s mathematically impossible. And so I think my take on it, and I’d love your take as well, is that they’re grading themselves on their usage and not on the operational depth of it. So for instance, they’re using ChatGPT every day as a habit, but they’re not operationalizing AI as a business model, and I think that 53% are confusing the two. Chip Griffin: Yeah, I mean, I, I think it’s probably a multitude of factors. I think part of it is that agency owners visualize a very low bar for their peers when it comes to AI. Gini Dietrich: Okay. Chip Griffin: And I, I think part of that is that people aren’t hearing a lot of examples of how agency, other agencies are using- Gini Dietrich: Sure … Chip Griffin: AI. They’re not as active as some of us may be in going out and seeing how other industries, similar industries are using AI and really testing the limits and understanding what’s possible. So I think part of it is that they don’t have an appropriate baseline to know whether they are indeed ahead or not because they’ve set the bar so low in their own minds. And I think that part of it is, you know, this point that if they’re just using it at all, they think that puts them ahead. Gini Dietrich: Yeah, I think that that’s what’s going on. I think that they’re, that they’re saying, “Well yeah, I use it every day.” And that’s, and that’s what makes them think that they’re ahead. Chip Griffin: Right. But I, I think as we dig in deeper and we look at how they’re actually using it, it’s pretty obvious that, that most of the usage by these owners is what I would call generative AI 101. Draft me an email. Yep. Help me create a blog post or a social post. Gini Dietrich: Yep. Chip Griffin: It is– There’s nothing in this data that suggests that there is widespread innovative use of it, widespread use of it for internal operations or for business development or any of those things. It really appears to be sort of the basics, sort of the things that people were talking about a year or two ago in terms of generative AI, and that seems to be where most of the activity and most of the stated value is. But even in those areas, there’s a good swath of agencies that aren’t even doing that. Gini Dietrich: Right. Chip Griffin: I think the, if I recall correctly, the number was only like 74% are using AI to help revise or edit content. It’s mind-boggling to me that that’s not almost 100%. Gini Dietrich: Yeah, I agree. Yes. Chip Griffin: Because it’s the easiest way to improve the quality of your content. Gini Dietrich: Yes, it is. Yes. Chip Griffin: So I just, I can’t even imagine not just saying, “Hey, take a quick look at this.” I mean, even if it’s just to proof it. Just take a look through- Right … make, make sure I haven’t- Right … missed anything obvious here, and you know. Right. Because anytime I run it through, it tends to find something. Gini Dietrich: Yep. Chip Griffin: So why aren’t you at least doing that? Gini Dietrich: Yeah, I mean, it’s funny you say that because we just submitted an article to PR Daily, and I know that Allison Carter is a huge, huge, huge, huge stickler for AP style. So I have an AP style agent, and I ran it through there, and it, I think it got five or six different things that I had missed. I was like, “Thank heaven.” Like, ’cause she, she will send it back. She’ll be like, “Nope.” I mean, huge stickler. So, and like, yes, to your point, like you should be using it for that, 100%. Chip Griffin: Yeah. I mean, that’s just– to, to me that’s a very basic use, but there are so many great things that you can do with it. I mean, the, the tiny percentage of people that are using it for anything design related- Gini Dietrich: Right. Yeah … was- It was almost 0%. Yeah. Yeah. It was, it was shocking to me- It was shocking, yep … Chip Griffin: that such a small percentage seem to be using it for that, at all. I mean, we didn’t say you’re using it for every image or every video or those kinds of… But if you’re not even experimenting with it- Gini Dietrich: Yeah … Chip Griffin: you’re missing a real opportunity because there’s a lot that you can do with it. Now, I don’t– you know, one of the things that, that I don’t know is, you know, what percentage of these people may not do this because they have the ethical concern, right? And I’ve, I’ve been at a few events recently and watched a few talks online where, you know, there, there’s, there is an, what I consider an unnatural resistance to AI because of use of electricity or- Gini Dietrich: Yeah Chip Griffin: or because of- Data centers and, yeah … concerns over copyright and that kind of stuff. And so it causes people to swear off the platforms and tools altogether, rather than saying, “Let’s try to find solutions to all of these things.” And l- and let’s face it, there are solutions being sought for all of it, whether it’s the electricity angle, whether it’s the copyright angle. There’s a lot of work being done in that area, and for individuals to just say, “No, I’m just, I’m not even gonna do this,” is extraordinarily shortsighted in my view. Gini Dietrich: Oh, 100%, yeah. I, I mean, I think we’ve both talked about this ad nauseam, that you should… I don’t believe that AI is going to replace us. I believe that people who know how to use AI effectively are, is what’s gonna replace you. So if you’re putting your head in the sand, you are, you will be replaced for sure. Chip Griffin: Yeah, absolutely. I, I think the other place that was interesting, and you flagged this in, in your pre-show notes, is that they’re reporting largely productivity gains, and yet revenue seems to be flat or declining. Doesn’t really match up. Gini Dietrich: Nope. Again, doesn’t work. AI’s making everyone faster at work, but it’s not growing the business. That is not what we’re trying to do. So what it tells us, right, is that AI is being absorbed into the existing scope There’s silent commoditization so that clients are getting more for the same less, for, for the same fees, so we’re, we’re over-servicing. We’re filling our freed hours with admin, more client servicing or more meetings, and more billable work on undifferentiated services rather than building anything scalable. So that’s what I think is happening, is all of the work, all of the AI that… All the work that AI is doing is being absorbed into existing services, into existing fees, and we’re over-servicing rather than building new product lines or new service lines. Chip Griffin: Yeah, and there are so many opportunities for agencies to truly be innovative and to find these new things that it seems to me that, that any agency owner should be thinking about that and not so much just, you know, “How can we incrementally improve productivity? How can we make sure that we’re claiming we’re ahead of the rest of the pack?” How can you actually make a difference for your business for the long term? Because there is, there is huge runway to be had here, and now is the time to be experimenting when costs are much more reasonable than they are likely to be in the not-too-distant future. I can’t put a particular timeline on it- Yep but it is, is blatantly obvious that the cost of all of these tools is going to go up. Gini Dietrich: Yep … Chip Griffin: as it has with everything else. I mean, I remember the early days of the land grab of Google Ads, and I built an entire business on the back of really cheap Google ads in the early days. And those same ads that I got for pennies back twenty-five now are twenty dollars or more per click for the exact same search terms. And so the, these costs are going to increase. Now is the time to experiment and figure out what works and what doesn’t when the cost of failure is much lower. Gini Dietrich: Yeah, I mean, I think you’re right. Like, the cost of failure is lower. The risk to failure is lower. Like, it’s… And it’s actually fun. You know, I did an, a webinar for IABC last week, and I showed them the PESO Model diagnostic that we just launched, and people were like, “How did you do this?” And I’m like, “I vibe coded it.” Like, I did it. Right. I was like, “Here’s what I want. Here’s what I want it to do,” and it took two or three iterations for me to get it exactly right, and there will be a version two because now that I’m seeing people take it, I’m like, “Oh, okay, we should change that question or move this around.” Like, right? But I launched a version one out there just to see, and we’re getting data from it. I get all of the data, which is fantastic. I can see where people sit in the PESO Model maturity ladder. You don’t have to have a copyright like I have with the PESO Model. You can absolutely do… Like, we just vibe coded an ROI calculator for our lead nurturing program for, you know, prospects. Here’s an ROI calculator. Here’s the four things that we hear prospects say they have challenges with. Here’s how much we think it… Like, and you can move the numbers around, and you can toggle things. We vibe coded that. Right. We didn’t have to hire a developer for it. We did it internally, and it was super fun to work on as a team. So there’s so many things that you can do. Chip Griffin: That really there’s no shortage, and there are plenty of people out there who are sharing different ideas- Yes … and so the inspiration that you can take- Gini Dietrich: Yes. Yes … Chip Griffin: from others is immense. Gini Dietrich: Yes. Chip Griffin: But I, but I do worry that, you know, that this survey sort of reinforces what you and I have talked about which is that, that there’s not enough awareness and incentive apparently amongst agency owners to be pursuing these paths, and it does seem to be much more of a complacent attitude towards the use of AI in their businesses. I will say, it, I mean, at least it is… I was encouraged by the fact that agencies do not seem to be seeing clients calling up and saying, “Hey, we wanna cut your fee.” So that’s- Yep. Yeah, that’s good. Yep … that’s, that’s been a widespread fear- Yep … but it was- Yep … the, the data was quite clear that that is not something that is happening at least at the moment. We obviously don’t know whether clients are just deciding to do things on their own internally, and so, you know, maybe agencies are losing renewals or pitches to internal use of AI. Didn’t ask that question in particular. Maybe for a follow-up on somewhere down the road, that would be a good follow-up question. Mm-hmm, mm-hmm. But honestly, I was a little surprised that, that there didn’t seem to be any direct pricing pressure, at least from AI from clients. Gini Dietrich: Yeah, and I will, I mean, focus group of one, I will agree with that. One of the things that we are seeing is not pricing pressure, but we work with big companies, and going through procurement, which is always fun, the questions that we’re getting are, “How are you using AI? What environments do you use? How are you protecting our data? You know, how will you use this specific data?” So they, they ask those really specific questions, and we have to outline exactly what we’re going to do, and we can’t stray from that. So if something comes along six months from now that will improve it or make it better, we have to go back and revise sort of the AI policy that we’ve created with them with procurement. But that’s what we’re seeing so that it’s less about you should charge us less and more about we wanna know exactly what you’re doing with our information so that we can protect it, and we can firewall it and do all of the things that we need to do to make sure that it stays safe. Chip Griffin: Yeah, and the largest enterprise clients are always more worried about that stuff than anybody else. Of course. And so if- Of course … you know, as, as we’ve talked about before, if that’s a market you’re gonna play in, then you need to understand the impact not just on AI but other things. You need to price accordingly for that headache. And more importantly to your point about, you know, making sure that you don’t make a change six months from now that, that it violates the agreement, that, you know, it’s, it’s important that you have the infrastructure in place to manage those kinds of accounts. Which is, you know, these are all just more reasons why I would encourage most smaller agencies to steer clear of these because while they, they sound like great opportunities- … they come with a whole lot of extra headaches- Oh, yes … that you’re probably not- Gini Dietrich: Yes … Chip Griffin: thinking about. And if you’ve never had to experience it directly yourself, you have a, a real good chance of stepping in something somewhere along the way because you, you didn’t set up and you didn’t make sure that everything you do gets vetted by somebody who is familiar with the contract terms. Yeah. Which in a small agency is probably you, the owner, and do you- Yeah … really wanna be- Yep … filtering all of that kind of stuff? Gini Dietrich: Yeah. Yeah. Chip Griffin: Go ahead. Gini Dietrich: Oh, I was just gonna say, there’s also the, which we started to talk about, but 99, 98% are using AI in client work, 13% put it in contracts, 15% charge for it, 61% have no plans to charge, and you mentioned that 88% haven’t had a client ask for a discount. Chip Griffin: Yeah, I mean, I guess this is an area where I had less concern, honestly, because, I think that I, I’m not sure I would agree that agencies should be charging for AI explicitly. I think it should be creating new value that you can charge for. Gini Dietrich: Yes. Yes. Chip Griffin: But I, you know, one of the reasons why I put that question in there was because I was actually a little concerned that agencies might be explicitly trying to charge- Gini Dietrich: Interesting Chip Griffin: for some of these AI tools, and I, and I think that you shouldn’t because to me that’s like, you know, charging specifically for a freelancer or something like that. You, you need to be in a position where you’re focused on what are you producing in terms of deliverables, results, et cetera, for the client, and not the mechanics of how you get there. Because if you get into the, the space where you’re charging for the tools or for the use of AI, it takes away some of your flexibility in the future- Gini Dietrich: Mm-hmm … Chip Griffin: to either earn a greater profit or shift how you’re just doing things operationally or any of those kinds of things. So I’m actually not a fan of calling it out specifically, but it should create additional value for you- Yeah that you can charge for that. Gini Dietrich: Yes. Chip Griffin: I, I don’t- my guess is that people looked at it as a more direct are you charging for AI itself, and- Yeah … and so I was actually happy that there wasn’t a lot of that. Gini Dietrich: Yeah, I would agree with that. You know, I think if you think about using AI to create new service lines, to create new opportunities- And really, I’m, I’m sure that every single person listening to this has a list of things they’ve always wanted to do. Our ROI calculator’s a great example of that. The PESO model diagnostic is another one. Like, I have probably four pages in my notebook of things that I would love to try at some point. This makes it accessible. You can do it yourself. You don’t have to wait until you can hire a developer. You don’t have to wait if you wanna build an app. You don’t have to wait until you can afford to hire an app developer. You can actually do this on your own. Will it be perfect? Will it be, you know, as great as, as if you hired a developer? No. But taking it out there as a beta test or a version one, absolutely you can do that, and test it out and see if it works, see if your idea has legs and has merit. And then use that to generate some income that then eventually you would hire a professional to help you repackage it and make it beautiful. Chip Griffin: Yeah, because I mean, you know, a lot of people are vibe coding apps and that kind of thing, and, and it is, it’s great that it gets you there, and it’s great that it, it’s causing you to expand your horizons. I think people do need to keep in mind that maintaining these applications over time- Yeah … requires a little bit more effort than- Yeah … than I think some people realize. Yeah … I’ve seen plenty of people vibe code these apps and be like, “Oh, cool. We’re all done.” Well, yeah, but if you’re gonna have a lot of users on it over time, there are gonna be hiccups. People are gonna do things that, that you don’t imagine. So if it’s something simple- Gini Dietrich: And I saw on Reddit yesterday that somebody had vibe coded an app and, and took it to, like, 40 people to beta test it, and it worked so well that it was costing him a significant amount of money- Yeah … to keep it going and he was like, “I don’t know what to do.” So there are those pieces of it, too, but I think just experimenting with some of your ideas, AI can help you do that for sure. Chip Griffin: Yeah, and if you can get to the proof of concept stage, that at least opens the door- Yeah … for you to, to begin to think through a rational business model for it. But you know, you, if you don’t even experiment, then you’re never gonna have that opportunity. And that brings us to the last point that I wanted to raise from the survey, which is this, the disconnect between how owners perceive their own capabilities with AI and their team’s capabilities- Mm-hmm … with AI. Gini Dietrich: Mm-hmm, mm-hmm. Chip Griffin: And owners, their optimism, extends very much to themselves, and they see them as at the – themselves as at the leading edge of AI, with their teams lagging behind. Not incompetent or inept or anything like that, but it was, I think it was 84% of owners rated themselves as moderately or very knowledgeable about AI, and 61% of their team as the same. So obviously a meaningful difference between those two. I think that, that 84% is extraordinarily generous scoring for the owners in terms of their knowledge of AI because I have conversations with a lot of owners. I would describe very, very few as very knowledgeable- And a small percentage as moderately knowledgeable. I think slightly knowledgeable is where I would put more- Gini Dietrich: Yes, I would agree with that … Chip Griffin: at least if we’re not grading on a curve. If we’re, if we’re grading on, you know, comparison to other similar professionals, I, I just don’t see small agencies as a place where AI today, at least, is thriving. Gini Dietrich: Yeah. I totally agree with that, and like you, I mean, I’m not so much in the coaching business anymore, but I have lots and lots and lots of friends who run agencies, and same thing. Like, it’s… I would say it’s slightly knowledgeable. Chip Griffin: Yeah. And, but I do agree that probably many of their teams lag behind them because the teams don’t have the time. The owner isn’t making the investment in them in terms of time- Yep … or products or services. Gini Dietrich: Yep. Chip Griffin: And so if you want to see that change in your agency, you know, you do need to drive that. You do need to encourage your team to be using more of these things. I mean, I… One of the numbers that did concern me was, I think half of the owners said that one of their biggest concerns with AI was their team’s over-reliance on AI. I am not seeing any evidence anywhere of over-reliance on AI by any agency employee. Gini Dietrich: Oh, I do. Chip Griffin: Over-reliance? Gini Dietrich: Mm-hmm. Chip Griffin: Okay. Gini Dietrich: Yeah. Chip Griffin: Do tell. Gini Dietrich: Mm-hmm. My own team. Sometimes I’m like, you guys- Chip Griffin: And I suppose part of this is how you define over-reliance. Gini Dietrich: Let’s not use AI for everything. You gotta actually use your brain. Chip Griffin: Fair enough. Mm-hmm. I guess, yeah, I, I guess to me, in the use cases that I see, with most agencies, it’s not relying on the AI enough and less so over-reliance, but I’m sure there are cases. Gini Dietrich: It is over-reliance in my organization for sure. Chip Griffin: Okay. That is good to know. So in any case, lots of room for agencies to continue to improve on AI, but happy that, that there is this optimism. I, I much prefer this to… I, you know, I when I put this survey out, I wasn’t sure if it was gonna be just all fear and doom and gloom and oh my God, you know- Yeah, sure … what is AI gonna do to my business? Yeah. ‘Cause you hear a lot of that- Mm-hmm … you know, when you’re talking with- Mm-hmm … agency owners. But for the most part, it doesn’t seem to be the case. It, it does… I think there are certainly pockets of over-optimism to a degree that, that needs to be addressed, and there needs to be more experimentation, more innovation, more investment and all of those things if agencies are really going to thrive with AI in the future. Gini Dietrich: Yeah. I totally agree. Chip Griffin: So with that, that will wrap up this episode of the Agency Leadership Podcast. I’m Chip Griffin. Gini Dietrich: I’m Gini Dietrich. Chip Griffin: And it depends.

The PESO Model® has six stages of maturity—and the data says 91% of communications teams are stuck in the bottom half of the ladder. In this episode, Gini walks through the six stages (Foundation, Pilot, Scale, Systemize, Real-Time, and Leadership), what each one looks like inside real brands like Oracle, McDonald's, Dove, Sephora, Netflix, and Liquid Death, and how to find out where your team actually sits. Not optimistically sits. Truly sits.

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Diputados aprueban reserva de expedientes de aspirantes al INEMarina detiene en Cancún a presunto líder internacionalEl cúmulo globular M13 podrá observarse este 18 de mayoMás información en nuestro Podcast#grc

PREVIEW for Later Today: Mary Anastasia O'Grady explores why Argentina retains the peso despite Javier Milei'sdollarization promises. She explains how the currency's instability benefits wealthy elite and traders while ordinary citizens prefer holding dollars for financial security.1930 ARGENTINA

Most agency owners know AI can write a first draft or clean up copy. Far fewer have figured out how to use it as the strategic sounding board they’ve always needed. In this episode, Chip and Gini explore how to use AI tools as a thought partner, not just a content machine. Gini's example is a client who asked her to map what a PESO model maturity ladder would look like for an organization. She described the situation and constraints to Chat GPT, and keep pushing the conversation forward. Six weeks of iterative back-and-forth surfaced ideas she wouldn’t have reached on her own, including finding the gaps when the AI was willing to poke holes in her thinking. Chip points out that for owner-led agencies, that 8pm Friday idea you don’t want to dump on your team now has somewhere to go. The tool doesn’t care what time it is, and it has no stake in whether your idea succeeds or embarrasses you. Both hosts advise to direct the AI to ask you questions rather than just answer them. It takes some coaching to get a tool that genuinely engages rather than validates everything you propose, but once you’re there, you start getting real value. One warning they have is that these tools are not always consistent. The same AI that helped you build a strategy three weeks ago might question it today with equally compelling reasoning. Stay in the driver’s seat, and treat AI-generated recommendations as input, not conclusions. Key takeaways Chip Griffin: “You now have this always-on thought partner that, when that idea comes to you when you’re watching some Law & Order rerun or whatever, you can ask, ‘Hey, I just had this idea and what do you think of it?'” Gini Dietrich: “AI has really helped me just kind of think through some things that I hadn’t considered, some things I probably wouldn’t have considered, and it also helped poke some holes.” Chip Griffin: “The gap analysis is something that the AI tools do exceptionally well. And part of it is just making yourself vulnerable to it and it’s not judging you, because it doesn’t care.” Gini Dietrich: “The AI knows it can’t get fired. So it doesn’t have the same experience as one of your employees.” 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 think we need to talk to the robots today. Gini Dietrich: Yes, I love talking to the robots. Let’s do that. Chip Griffin: It’s a robot future, and we just, we need to, we need to figure out, I don’t know, some new ideas or something like that. Maybe we should have a conversation with our friendly neighborhood robot. Gini Dietrich: I like it. Let’s do that. You- Chip Griffin: Actually, that would be a, that would be a good episode at some point to actually- Gini Dietrich: It would be a, yeah … Chip Griffin: to, you know, we could have our first guest. We could have, like, Claude as our first guest on the show. Gini Dietrich: I love it. We should do that. That’s a good idea. Chip Griffin: And, and, and see how that goes. Gini Dietrich: Yeah, let’s. Chip Griffin: I don’t know. Maybe that’s not a good idea. Who knows? Anyway, we are going to talk about AI today, ’cause we haven’t talked about AI at all lately. Nope. And we won’t be talking about it soon when we have the Saga AI survey results to talk about, hopefully on the next episode. But we thought we would talk today about AI in more practical terms because we’ve done a lot of talking about AI in, in sort of high-level strategic ways and how important it is to agencies and how we need to be thinking about it and integrating it and thinking about the costs of it and all of that kind of stuff. But I think it’s helpful for us to have some conversations with and for our listeners about some practical uses of AI that, that we’ve used, that we’ve come across, that we use ourselves- Yep … in order to, to get the maximum value out of this new technology. And, a good place to start is how do you use whatever platform of choice you have, or maybe multiple platforms of choice, to help you as a thought partner to not just, you know, write things and spew stuff out more quickly or something like that, but really to hone ideas, to get advice, to have someone to bounce things off of. And I mean someone in quotes here because, yes, I know it’s not human, okay? So don’t- … don’t send me notes about how, “You know these things aren’t real.” I know that, okay? Gini Dietrich: I do know that. I got it. Yes. I am aware. Chip Griffin: So- Gini Dietrich: Yeah, I think it’s, I think it’s such a… First of all, it’s a good topic, and I think it’s something that’s fun for the two of us to talk about because I think we’re both, like, full-on in. For me, when I realized it could be a thought partner for me, it was two and a half years ago, and a client came to me, and they came to me specifically, and they said, “We would really like to understand what the PESO model maturity ladder looks like, especially inside an organization like ours.” And, at the time, I had an idea of what the maturity model looked like just generally, right? But being able to apply it to a really specific situation and a really specific organization and really specific brands, I hadn’t thought through yet. And of course, I can’t put the client’s information in there, right? But I can think about, I could… I, at the time I was like, “Okay, so how do I start to think about this with the constraints that I know they have and sort of how they run PESO now, which isn’t in a true operating system, but more sort of pick and choose tactics.” So I went into, at the time, ChatGPT, and I think Claude does a better work of this now, but I went into ChatGPT and I started asking questions. “So if you had to create… First of all, if you had to create a PESO model maturity ladder based on these seven sort of levels that I had already thought through, how would you do that?” And we just went back and forth, and we asked each other questions. And it would, it, it came up with some things where I was like, “Huh, hadn’t considered that.” So then I would sort of put those over to the side and we would continue. And then I said, “Okay, great. Now here are some some constraints, right? We know, we know it has these, the organization has these constraints. We know that it takes, you know, six, six to eight months to be able to do anything, like all of this stuff. How would you change it based on that?” And so we went back and forth on that. Now, granted, it took probably six weeks for me to get something usable to be able to take to the client, but I wouldn’t have been able to come up with that on my own. And I don’t think that even conversations with my team, we would’ve been able to come up with the, all of that on our own. And so it really helped me just kind of think through some things that I hadn’t considered, some things I probably wouldn’t have considered, and it also helped poke some holes. So then I said, “Okay, great. Here’s what I’m thinking. Poke holes in it.” And it was like, “This doesn’t work, this doesn’t work, this doesn’t work.” And so it just helps you… It was at that point, which I think was two and a half years ago, it was, it’ll be three years in August, really think it, think through sort of beginning to end that I wouldn’t have been able to do on my own. Chip Griffin: Yeah, I mean, I think that’s a great discussion of your evolution on that, and in my case, I was, I was later to the AI party in terms of In-depth use of it. Gini Dietrich: Mm-hmm Chip Griffin: I, I was very early on to kick the tires, which may have been to my detriment, right? Because the very early incarnations of a lot of these tools was not the best. Gini Dietrich: Not good. Chip Griffin: And, so I, you know, I certainly was, you know, spending a fair bit of time using it for, you know, the basics. You know, some basic writing and editing, some basic image creation. Certainly, you know, transcription, speech-to-text, those kinds of things. But a lot of that, but not really as much in the in-depth strategic areas- Gini Dietrich: Sure, sure … Chip Griffin: until probably a little over a year ago when I started to realize that there had been this shift and that it, it was, at least to me, a lot more usable. And, really just, you know, opening my mind up to what you could actually do with the tools beyond the simple use cases. Gini Dietrich: Yep. Chip Griffin: And I think the more time you spend with it, the more you realize just how helpful it can be. And, and particularly in, you know, small owner-led agencies, the… You know, we’ve all sat there and we’ve had an idea at, you know, 8 o’clock on a Friday night or over the weekend, and we’re like, “God, we, I wish we could…You know, I can’t bother the team with this right now though.” Yep, yep. “But I kinda, I kinda wanna continue thinking this through.” Yep. And so you now have this- Yep … you know- Thought partner … always on thought partner- Yep … that, you know, when that idea comes to you, when you’re watching some Law & Order rerun or whatever, you’re like, “Hey, you know, I just had this idea and, you know, what do you think of it?” And, it feels weird the first few times you do it, this, to sit there and say to, you know, the chatbot, “Hey, what, what do you think of this idea?” And, but you learn so much from it because it is, it is able to ask questions, to poke holes, to find gaps. And so if you really treat it as, I don’t wanna say an equal because it’s not quite an equal with you. I mean, you still are the decision maker and you need to remember that you’re always retaining that. But someone who can hold their own in a conversation with you. Yep. Once you accept that, you can get so much from these tools. And it’s not like, you know, two years ago, three years ago when it said, you know, everything is, “Oh, we love you, Chip. This is… You’re brilliant.” I mean, there’s still, there’s still a little bit too much of that for my taste in there, although I’ve coached it into, you know, all of the tools have instructions for me to, you know, knock that off as much as possible. You know, you don’t want it to be fully contrarian where it just disagrees with everything, ’cause you can easily turn your chatbot into basically it just will say the opposite if you, if you go too hard with your instructions to, to not say nice things. But you want to get that, to that point where you’re able to just bounce these things around and say, “Okay, here’s my plan. What am I missing?” And that gap analysis is something that the AI tools do exceptionally well. And part of it is just, you know, making yourself vulnerable to it and allowing you… I mean, and you have to remember that, I mean, that is the best thing about these tools. It’s not human. It’s not judging you ’cause it doesn’t care. Right. It does not care. You know, this is not like having a conversation with one of your team members and they just sit there and they’re like, “Oh, no. Oh, Chip just really doesn’t get it. Why is he, why is he asking me this question?” Because the tools, they really don’t care. And so it is a great place to make yourself more vulnerable and throw some things out there and see what works or what doesn’t. And, and there’s really no limit to what you can ask of it. You obviously have to judge everything that comes back. Not everything is going to be useful or correct. But then, but push back and then say, “Okay, well, you know, I hear what you’re saying, but here’s why that doesn’t sound like a good idea to me.” And sometimes, in my experience, the tools will say, “Yep, okay, you’ve got a good point there,” or it’ll say, “No, I, you know, here’s why you should, you know, reconsider your point of view on it.” And if you’re not seeing that, then you probably need to adjust the instructions that you’re giving to make sure- Yes … that it is open to having a bit more of a substantive dialogue with you. But once you do that, you really have something here that can help you to navigate client strategy, business strategy. It can help you with how to handle HR issues. It’s not a substitute for legal advice or proper HR consultants and all that kind of stuff at this point, but it can help get you a lot of the way there if you’re willing to turn to it and say, Hey, you know, this should be my first port of call in a lot of cases and not the last resort. You know, the other, the other way that you can use it as a thought partner on some of those things too is say, “Okay, you know, here’s, here’s what I’m thinking about or here’s what I need to solve. Ask me questions.” Gini Dietrich: Yep. Chip Griffin: And, and you know, we all think of this as we’re asking questions of the AI tools to give us the answers, but it’s also very good at asking you questions and- Yes … and drawing things out. Now, it, it does often need to be encouraged to ask questions. Gini Dietrich: It does, yeah. Chip Griffin: The, they are… The, most of the platforms are starting to get better at having the, their tools pause and ask questions for clarification, but that’s not quite as good as actually saying, “Hey, you know, ask me questions about this so that you can, you can help me think this through.” And it will do that for you and then do follow-up questions and that sort of thing if, again, as long as you’re telling it that’s what you want. And that can help as well because, you know, we’re,.. Even with our own teams, a lot of them won’t ask us questions, right? If you’ve got an employee- ’cause they know you sign the paycheck, and we’ve talked about this many times on the show. It’s really hard to get candid – not just candid advice, but candid questions. They’re not gonna push you in the same way- Yep … the tool will. ‘Cause again, the tool doesn’t care. Gini Dietrich: Yep. Chip Griffin: It doesn’t care- Yep … if it hurts your feelings. Gini Dietrich: Yep. And it knows it, it can’t get fired. Like – right? So- Right … it doesn’t have the same experience. I mean, it’s not a sentient being, so it’s not it does, just doesn’t care, and it doesn’t judge you. I think that’s the other thing too. So I think there are so many different opportunities here for you to use it as a thought partner. I mean, the way that I have mine all set up is to do those kinds of things, and it’s to say, Okay- Well, wait a sec, I was thinking about it this way, what do you think about that? Or how do you think about this? Or, you know. And again, ask me questions because trying to figure this out. And I put all sorts of things in there, all sorts of things. I’ll say, “There’s something about this document that bothers me, and I can’t quite put my finger on it.” And it’ll say, “It bothers you because this, this, and this.” And I’m like, “Yeah, that’s right.” Or, you know, one of the things I think we’re starting to find is that the design work you can get from the AI is pretty darn good. But you have to be… With a human, you don’t have to be ultra specific about what you’re looking for because they’re creative. But with the AI, you have to be ultra specific about what you’re looking for. So I will say, “Here’s what I’m trying to accomplish. Here’s, here are our brand colors,” blah, blah, blah. “This is the vision. How do I describe that in a creative brief?” And I almost have it write its own creative brief, and then I feed that back to it and say, and make some changes, and then say, “Here’s what I’m trying to do.” And I get far better creative design from it when I do it that way, and it’s created its own creative brief. So I think there are lots of ways that you can use it in interesting ways that you’re probably not considering right now. Chip Griffin: Absolutely. And, and I think, you know, maybe a future episode’s a good time to talk about, you know, the specifics of how you use planning and context and providing information to get better results, because I think that’s, that’s an area where a lot of people haven’t invested enough and don’t invest enough, and it’s really just kinda fire and forget. And, and that tends- Yeah … to be where you get the worst results. Gini Dietrich: Yeah. Yeah, yeah. Chip Griffin: And, to your point, if you’re, if you’re sitting there and providing it with the information that it needs, I mean, simple things like what are my brand colors? What’s my brand philosophy? Yep. You know, what, what’s my own personal risk tolerance? I mean, you- Yep … you wanna make sure that you’re stockpiling that kind of information because otherwise you’re not gonna get useful feedback or useful questions from it if it’s assuming that you are one way and you are not. It’s the same as anybody else. If you… I mean, we’ve talked about this before, you really have to sort of start to act like these tools are human- Yep in that you can’t just expect them to run from a standing start and have a good result. Yeah. They really do need good guidance from you. Yes. I think the other thing we do, we do always need to be careful about with these tools is that, that they are, they do somewhat, you know, uh, float with the winds, if you will. And so they are not always consistent- Mm-hmm, mm-hmm … in what they might recommend. And so- Yep … so you do have to accept a little bit of that, that it’s, it’s kind of like having that employee who, you know, one day they’re very cheery and thinks this is the right direction, and the next day they’re kind of like, “Eh, nah.” So, you always need to keep yourself in the driver’s seat when you’re using it as a thought partner. And I know I’ve certainly had situations where, you know, I’ve fed it some things, and it’s come back with a recommended strategy, and then a couple of weeks later I, you know, I ask something about the strategy as if I’ve adopted it, and they say, “Well, I don’t think that’s a good strategy.” Ah. But it was, it was crafted by you. Gini Dietrich: It was your idea. Yes. Chip Griffin: But, so then when you dig into it, you can sit there and say, “Okay, well, I, you know, I see why it said it the first time because it backed it up, and I can see why it’s saying it this time. And so now my job is to reconcile that and decide which one I want to lean into- Yep … more than the other. Yep. I, I mean, you… And, and whenever you’re using it as a thought partner, it’s always a good idea to ask for supporting information for whatever it’s suggesting. Not to… And, usually they’re pretty good. I mean, actually my issue used to be that it provided too much, that particularly ChatGPT just loved to just spit out like a whole research paper for it. Right, right. Like, ” I think that your brand color should be green,” and then it’s like- Right … 200,000 words on why green is the right choice. Yes. I’m like- I don’t- … “Dude, just tell me green.” Yeah, yes. Okay? Like- Yes … if I want that detail- 100% … I’ll ask for it. Yes. So they are certainly more balanced than they used to be. But they will still generally provide backup. But if not, ask why, and that’s when it will start to provide, you know, either citations or facts or at least something around the reasoning of it so that you can then judge, “Okay, that does really make sense to me,” or, “No, that, that doesn’t really fit for what I want because…” Yep. And then always tell it back to it. Like, you can’t just, you can’t just get something back and say, “Oh, I don’t like this,” and then move on, close the chat, and go to another one. You’ve got to have that back and forth- Yeah … so that the tools can learn from what you are thinking and, and what you are feeling from the responses that they’re giving. Gini Dietrich: Yeah, I mean, there have been times where it’s late at night, and I’m still going, and finally I’m like, “I can’t…” I will literally say to it, “I’m about to die. My eyes hurt because I’m so tired. I have to go to bed.” It’ll be like, “Okay, good night, Gini. Sleep tight.” Chip Griffin: I can’t claim to be having conversations quite like that with the tools. That’s not quite my style. But to each their own. All right, well, I think with that we probably should say good night to our listeners now, and 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 depends.

Linktree: ⁠⁠https://linktr.ee/Analytic⁠⁠Join The Normandy For Ad-Free NME, Additional Bonus Audio And Visual Content For All Things Nme+! Join Here:⁠⁠ ⁠⁠https://ow.ly/msoH50WCu0K⁠⁠Analytic Dreamz breaks down Peso Pluma and Tito Double P's standout collaboration “7-3” and the full impact of the DINASTÍA album as of mid-2026. Released December 25, 2025 with a deluxe edition in February 2026, DINASTÍA debuted at No. 1 on Top Latin Albums and Regional Mexican Albums, No. 6 on the Billboard 200, and generated over 45 million first-week streams. This segment examines the emotional depth of “7-3,” its corridos tumbados and reggaeton fusion, and its strong chart run, including No. 5 on Hot Regional Mexican Songs and over 100 million Spotify streams. Analytic Dreamz explores Peso Pluma's continued global dominance, Tito Double P's rising star power, the album's shift toward relationship and family themes, and the high-energy DINASTÍA Tour, highlighted by the near-sold-out Toyota Center show. From streaming dominance and cross-genre appeal to Peso's image evolution and regional Mexican music's international expansion, this in-depth analysis covers the commercial success, live impact, and cultural significance of one of 2025-2026's biggest Latin releases.  Privacy & Opt-Out: https://redcircle.com/privacy

It's a Sunday Funday edition of the After Party! And for this one we got the return of Marcy! She comes on as we reminisce on Jaguars Gentlemen's Club, the most she's made in one night as a dancer and dumps some trauma on the podcast. Follow us on social media @AaronScenesAfterParty

After 12 years and several refreshes, the PESO Model® has a new graphic — and Gini is drawing the line between free use and theft. In this episode, she discusses what changed, what the four outcomes (Authority, Credibility, Discovery, Growth) actually mean, how to read the graphic correctly, and what now requires a license. Download the graphic at spinsucks.com/peso-model-graphic. Use it well.

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