Great ideas – do we overthink them?

Hassan Osman, strategy lead at Gene Branding, argues that sometimes the best ideas in brand design stare us right in the face.

As strategists, we pride ourselves on our ability to uncover deep insights, to tell stories that transform brands. But sometimes, in the pursuit of depth, we overlook what’s right in front of us.

How many times have we dismissed an idea simply because it came too easily? The team stumbles onto something early in the process – it feels natural, it makes sense – but instead of embracing it, we second-guess ourselves. It must be too obvious. Too surface-level. Not profound enough. So, we keep digging, convinced that the “real” insight is buried somewhere deeper. We analyse, we workshop, we go in circles – only to come back to that first, intuitive spark.

The truth is, strategy isn’t just about finding insights; it’s about knowing when to stop searching. Some of the most powerful ideas are simple, and simplicity doesn’t mean lack of depth. It means clarity.

The best strategists aren’t the ones who turn every problem into an existential exercise. They’re the ones willing to pause and ask, “Are we overcomplicating this?” Because in branding, as in life, the hardest thing isn’t always finding a great idea. It’s recognising one when you see it.