Creating new holes to dig in might just be the way that our traditional media’s become untraditional and continue to thrive instead of just skate by. Some believe traditional media is going away. A lot of my clients still firmly believe in it and have no doubt of its power, as do most if not all of us who are taking the time to read this right now. But it is harder than ever. And we are all working harder and smarter than ever. There will come a time when prospecting in the same hole with all of the other media companies and sales organizations will simply get too hot, too dirty, and too repetitive for ourselves and our clients. What’s a possible solution? Creating new holes!