I am on a never-ending quest for insights. I work on project after project, I mine primary and secondary sources, I dig out all of those brand planning models I store in my “reference” folder and I think and write and plan and think and write. . . and my question today is about what, exactly, I’m trying to find. The ideal seems to be something that rings true – obviously, lucidly true – but that somehow no one has figured out before, or at least that no one has articulated well enough before. And I guess sometimes I wonder if we’re trying too hard.