I use about twice as much cream with Pen's as I do with, say, Proraso. The Penhaligon's is expensive, so your initial inclination is to use as little cream as possible. If you use the correct amount of cream, though, you will be rewarded with a fantastic lather. I use approximately a teaspoon of Pen's cream for my shave.
1) Fill a mug with boiling water
2) Leave brush inserted for a couple of minutes
3) Remove brush & shake out excess water
4) Squeeze cream onto brush
5) Face lather
Have been doing this for the last few months with great success.