I found out the hard way that most all of the time less is more, even the original uds started with the kiss method. I think good tasting bbq is no different!
My best results either in competition or from catering was from from best fire management.
My best always came from when the exhaust was so clean that you couldn't tell the pit was even lit, if I use my stick burner I preheat the splits that are "sized" to allow a clean burn, and if I'm cooking on my drum, or smokey mountain,I only used 3 chunks that where fist size, and I always have a deep smoke ring every time. If I use straight lump charcoal I don't use any wood chunks. You just have to experiment on what works best for what you want for your end result.