The recovery which followed in the 2010s was, in many ways, uneven and highly inequitable, with growth not being equitably distributed across sectors, communities or regions. With areas and people feeling ‘left behind' while others benefited from the recovery, this resulted in social, economic and political disruptions. If we wish the recovery of the 2020s to be more inclusive across a diverse set of actors, then we need to adopt an approach that is consciously inclusive and allows us to build back the entrepreneurial foundations of our economies in a different, more equitable way. An effective and inclusive approach to enterprise support requires that we attend to corner stores and ‘main street/high street' SME businesses, not just unicorns and high-tech start-ups. It requires an emphasis on productivity and employment, not simply revenue growth or valuation, and demands that we consider differentiation in support as well as coherence and simplification.