Fish are finicky feeders. They like to pick and choose what's for dinner.

So to catch more fish, you want to carry a regular cafeteria of flies. The better your selection of sizes and patterns, the more likely you'll have something that resembles the bug du jour.

"Matching the hatch" plays a big role in marketing as well. It means knowing which media will work best in a given situation. And having the knack to communicate effectively in whatever media are appropriate.

When you hire outside marketing help, you want someone versatile. Savvy. Experienced. Someone who knows how to match the hatch and catch the fish you're after. No matter how finicky they are.

Frankly, that sounds a lot like us.