I get my brush wet, then fling 2-3 times to shake out water. Then I load for about 30 seconds. That loads enough soap to get 3 passes. I agree with others that have said you may not be loading for enough time. I then begin lathering a slightly damp face. I cover my face with the soap then apply a few drops of water, continue lathering, apply a few drops of water, & so on. I'm ready to shave in under 3 minutes with a nice lather.