Gini Dietrich, founder of integrated digital communications agency Arment Dietrich

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and PR and marketing brand Spin Sucks, has expertly executed this strategy for the past 15 years. After writing a celebrated book outlining her original PR strategy, she transformed this core intellectual property kazakhstan b2b leads into multiple passive income channels.

Today, her integrated PESO model drives paid certifications, courses and speaking engagements that account for nearly half of her business revenue.

Ginny had many disputes with her boss who didn't understand public relations, and finally accidentally founded her own company. Genie worked in an advertising agency and was repeatedly frustrated while teaching colleagues how to operate public relations. She eventually resigned and started her own company.

Her company grew rapidly in its early years, reaching $2 million in annual revenue. However, she has yet to establish a diversified income stream. So when the Great Recession hit in 2008, her company's reliance on clients led to immediate layoffs, with revenue falling from $2 million to $0 almost overnight.

The crisis taught Gini a valuable lesson about resilience: “You’ll never be dependent on a single source of income again.”

To do this, she gave herself a 10-year plan to develop at least seven recurring revenue streams. About half of the agency's revenue now comes from client work, while the other half comes from passive income sources such as online courses, books, speaking engagements, and more.