Being raised bilingual (Dutch and Portuguese) in the multi-cultural city of Rotterdam, I developed an interest in people and communication from an early age. This soon developed into an interest in psychology, marketing, and data. This is how I ended up becoming a CRO specialist, a journey that has taken me to Paris, São Paulo, Valencia, and Rotterdam. At Vodafone Business I help on one hand to optimize the website for (potential) SME customers, while on the other hand, I help the team to truly understand our SME customers (by using both qualitative and quantitative research methods). In this keynote, I will explain to you how you can use a minimum viable product (MVP) and CRO to validate your business ideas and to take your organization to the next level.