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Course Cred (Gini Dietrich)

  • Episode #23

Gini Dietrich is the founder and CEO of Armand Deitrich, an integrated marketing communications firm based in Chicago and Spin Sucks, a PR and marketing blog and consulting site. As course creators, we often start with a course that we turn into a more robust business. We then scale that business into something larger to serve more people. Most of us don’t end up changing an entire industry.

In this episode, Danny and Abe talk to Gini Dietrich about how she is doing just that by taking ownership of her space in the industry, setting new standards and reaching out to partner with a university to establish credibility for her methods — and her students. In the process, she’s raising the bar for public relations and marketing professionals.

In this episode we discuss:

  • Partnering outside your business, including to increase credibility.
  • Adding “triggers” to your course curriculum to improve engagement and progress.
  • Continually reviewing and updating your course to better serve your clients. 
  • Crafting a course with a unique perspective or twist to boost recognition and legitimacy.   
  • Danny and Abe’s debrief.
“So having those triggers and quizzes and making it easy to go from one to the next index really helped.”

Gini Dietrich
“Your course doesn’t have to be perfect right out of the gate, but every time you run it, it’s an opportunity to look at it and ask yourself, ‘well, how can I make this better?’.”

Danny Iny

Gini Dietrich 
is the founder and CEO of Armand Dietrich and Spin Sucks. She is author and the host of the Spin Sucks podcast. Gini is the creator of the PESO Model and has crafted a certification for it in partnership with Syracuse University. She has run and grown an agency for the past 15 years.     Gini is also the co-author of Marketing in the Round, co-host of Inside PR and co-host of The Agency Leadership podcast.

Resources or websites mentioned in this episode:


  • Guest: Gini Dietrich
  • Hosts: Danny Iny & Abe Crystal 
  • Producer: Cynthia Lamb 
  • Executive producer: Danny Iny
  • Assembled by: Geoff Govertsen
  • Audio Post Supervisor: Evan Miles, Christopher Martin
  • Audio Post Production: Post Office Sound
  • Music soundscape: Chad Michael Snavely

If you don’t want to miss future episodes of Course Lab, please subscribe to Apple podcasts or Spotify or wherever you’re listening right now. And if you liked the show, please leave us a starred review. It’s the best way to help us get these ideas to more people.

Music and SFX credits: 

Track Title: Bossa BB
Artist Name(s): Marie
Writer Name: Chelsea McGough

Track Title: Grace
Artist Name(s): Shimmer
Writer Name: Matthew Wigton

Track Title: Carousel Lights
Artist Name(s): Chelsea McGough
Writer Name: Chelsea McGough
Writer Name: Matthew Wigton

Track Title: Coo Coos
Artist Name(s): Dresden, The Flamingo
Writer Name: Matthew Wigton


Course Lab

Ever wondered how online courses could be even better? What would that next level look like? Those are the questions driving online course experts Danny Iny (founder of Mirasee) and Abe Crystal (co-founder of Ruzuku) in Course Lab. In each episode, they bring on an innovative course creator and deconstruct what makes their course (and course business) work for them and their students.