Over the weekend, I was listening to Mark Schaefer’s Marketing Companion podcast. His guest, Gini Dietrich (author of Spin Sucks), was unpacking the PESO model: Paid, Earned, Shared, Owned media. When they started talking about the “owned media” piece, my ears locked in.
Why? Because owned media has always fascinated me. You control the message. You control the audience connection. You control the asset. Your website, your email list, your content library—these are yours. No algorithm can suddenly make them vanish. No “platform policy change” can pull the plug. In short: you can’t be canceled from something you own.
And that got me thinking about how this is strikingly similar to my Can I Borrow Your Car? methodology.
Owned media is about controlling the conversation. My methodology is about controlling the referral process.
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