Building With Buyers · 2026-04-22 · 14 min
Hi, we need to talk. This is important. One of the worst things that AI is doing to PMMs right now: making pattern recognition look like insight. I've been surprised how many tools give you dozens of "insights" without anything to back it up other than pattern recognition and quotes. Just because something came up multiple times doesn't make it an insight! Please hear me out, we must do better. 00:00 The disconnect between interesting information and decision insights 02:48 Defining decision insights 05:16 Emotional insights in B2C 07:48 The limits of current research tools 10:07 Introducing Aha PMM 12:55 Why decision insights matter today
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