In today’s world defined by user-centric products and services, the key to unlocking revenue lies in a profound understanding of users. This keynote delves into practices from across multiple industries and unveils potential pitfalls. We will demonstrate with real-world examples how proven approaches such as traditional requirements practices, design thinking, user feedback, and methodologies such as agile, kanban and SAFe can be applied successfully in practice to deeply understand and predict user needs, build products that delight users, and ultimately increase ROI. We will uncover actionable strategies that align with contemporary industry trends, such as leveraging data analytics and AI, both when users are accessible and when they are simply unidentifiable. However, this journey is fraught with challenges. In this talk, we will address common pitfalls and misconceptions that organizations encounter in their pursuit of user-centricity. Drawing from lessons learned, we will navigate the complexities of balancing user satisfaction with corporate strategies and established business models, generalizing best practices and fitting theoretical methods to industrial settings. Industry practitioners looking for insights and strategies to monetize user insights, and researchers defining tomorrow’s agenda for RE methods, join me in unlocking revenue by understanding your users.