If you’re building a brand as a founder, waiting around for people to find you is not a strategy. It’s wishful thinking. The brands that grow consistently don’t rely on luck alone. They follow a method. One that works across industries, budgets and stages.
It’s called the PESO Model© and was created by Gini Dietrich.
It stands for Paid, Earned, Shared and Owned media.
And if you want more eyeballs on your work, more credibility in your space and more leverage when you show up, this is the system to know.
Let’s break it down.
Paid Media
You don’t need a huge budget. You need smart spending.
Most early-stage founders panic when they hear “paid media”. They think billboards, agency retainers, or pouring cash into Meta ads with no return. That’s not the point.
Paid media is visibility you buy. It can look like:
- Social media ads on LinkedIn, Instagram, TikTok
- Sponsored newsletter placements
- Podcast ads or collaborations
- Boosted posts or Google Search ads
If done right, it amplifies what’s already working. If you’ve got a high-performing LinkedIn post or landing page, paid media is how you put fuel on the fire.
The trick is to start small. Test audiences, review results and scale what works. Most people burn money because they post content on random platforms and hope for clicks. Don’t do that. Set clear goals. Drive people somewhere specific. Measure what matters.
It’s not about chasing vanity metrics. It’s about visibility with focus.
Earned Media
Earned media is media you don’t pay for, but you do earn through credibility. It shows up as:
- Podcast guest slots
- Guest blogs
- Media features or interviews
- Speaking opportunities
It’s your name in spaces you don’t own, but your audience already trusts. This is where authority grows fastest. The best part is how it compounds. One podcast turns into three. One feature leads to another. Momentum builds when people see you as a voice worth listening to.
But you don’t just wait for it. You pitch, you show up prepared, and you follow up. You build relationships with journalists, podcast hosts and event organisers. They need people with strong opinions and expertise. You need the visibility.
This is where founders fall short. They underestimate how valuable their story is. But your perspective, your journey and your expertise are worth sharing. You just need to put yourself forward.
Shared Media
Your network is your amplifier. Use it.
Shared media is when other people distribute your message. Social shares, reposts, collaboration and mentions. It’s the ripple effect of your content spreading through various social networks.
It works best when your content is:
- Useful
- Clear
- Relatable
- Easy to repost
Here’s the catch. No one shares content that is bland or forgettable. You need to stand for something. You need to say things that stop the scroll.
This doesn’t mean being controversial for the sake of it. It means clarity. It means putting your ideas in simple, sharp words. The more you do this, the more people carry your message into rooms you’re not in. That’s how your personal brand starts working for you instead of you chasing every opportunity.
If your posts aren’t being shared yet, it’s not because you don’t have value. It’s because you’re not packaging it in a way that makes others want to amplify it. Strip the fluff. Speak to the pain points. Give people words they want to repeat and ideas they can implement.
Owned Media
This is the foundation. It’s the media you control. Your website. Your blog. Your newsletter. Your portfolio. These are the assets no algorithm can take away.
Too many founders skip this part. They post on LinkedIn daily but have no website. They build an audience but don’t have a mailing list. They create great content but don’t give people a way to stay connected. They rent visibility instead of owning it.
Owned media fixes that. It’s where you direct people when they discover you. It’s where your voice lives, uninterrupted. It’s what makes your brand future-proof.
Ask yourself this: if someone Googles your name today, what do they find? Do they land on an outdated LinkedIn page? Or do they find a sharp website with your story, your work and a clear way to connect with you?
Owned media doesn’t have to be fancy. But it does have to be clear. It has to position you the way you want to be seen.
How it all connects
- Paid media gives you reach.
- Earned media builds authority.
- Shared media amplifies your message.
- Owned media grounds it all.
When these four pieces work together, your personal brand moves from hidden to high impact. You’re no longer relying on chance. You’re creating a system where opportunities come to you.
This is not about chasing every platform or burning out with endless posting. It’s about using the PESO Model© to decide what matters most for you right now.
Maybe you start with owned and shared.
Maybe you lean into earned while testing paid later.
The point is that you’re deliberate. You’re not hoping to be noticed. You’re making it inevitable.
Moving Forward
The PESO Model© isn’t about being everywhere. It’s about being intentional with how you show up and where. If you want to grow your brand, stop thinking about visibility as random luck. Start treating it as a system you can manage and refine.
Pick one piece this week.
Run an ad.
Pitch a podcast.
Update your website.
Post something worth sharing.
Do it again next week. And the week after.
That’s how you grow your brand with focus, not noise.
See you next week!