Product organizations today are exceptionally good at optimization. Dashboards track performance in real time. Experiments improve conversion. Usability data refines experience details. These systems are powerful, but they are designed to improve what already exists. When markets shift, technologies evolve, or new categories emerge, optimization data becomes a lagging indicator. It can tell you how users behave within today’s model, but not whether the model itself needs to change. In our work with product teams navigating AI integration, emerging customer expectations, and ambiguous market shifts, we see a consistent pattern: the advantage doesn’t come from more measurement. It comes from generating forward-looking human insight — insight that surfaces unmet needs, evolving behaviors, and strategic opportunities before they show up in metrics. This session explores the distinction between measurement systems and insight systems, and how product organizations can strengthen their ability to move from refining what exists to confidently inventing what’s next.