Border collie puppy crate training

First poster here! I appreciate all the useful advice from this sub, been following it for a while.

I have a 9-week-old Border Collie puppy, and crate training is very new to me.

We got the crate mainly because he was having issues turning off, and it’s been great so far as an off switch. The crate is currently in my bedroom.

I work from home, so I have time and really want to make the crate a positive experience for him, not jail time.

The thing is, I only get him to sleep for 30-40 minutes max in his crate. I open the door once he is calm and let him down only when I say “out.” I’m slowly, very slowly, increasing the crate time.

I have a puppy safe room and corridor, and he’s great with pads (90% accuracy), so I don’t lock him up in the crate overnight.

I’m concerned I may not be doing this right, as some people mention puppies should get 2-hour naps and at least 16 hours of sleep a day. I honestly find that kind of crazy for his attention span right now! And honestly, it’s a bit frustrating… 16 hours a day? 20? what the heck?

My two main concerns are:

1. Is a 30-40 minute nap enough, or should I be striving for those 1-2 hour naps at this age?

2. Is it mandatory to let the puppy cry inside the crate until he settles? I’m very concerned it may become a negative experience for him, and I don't want to create a fear association.