A few years ago, I used to struggle to convince my clients to give me more - or just some - time to do a good customer research, and I must confess I lost a few battles. But eventually, I learnt how to manage it. I stopped fighting this. At first, I would listen to them carefully - after all, they are experts in their products. After that, I would let the force of a good methodology clarify whether their ideas would be the best way to make money. Once clients understand they may not make the profit they dreamed of, they usually allow more time for customer research. In this article, I will walk you through how I use the Value Proposition Canvas in my own work. I hope you find it useful.