In Sri Lanka's poorer, more rural areas, having a small enterprise is often seen as an option of last resort rather than a valuable occupation or a commendable undertaking. Government jobs or other formal employment, as well as farming are valued much more. This limits the growth of enterprise, as few people start a business and those that do are not motivated to make them grow. Enter-Growth works to have more rural people, including women and youth, consider business as an accepted and valued option to make an income. It is introducing business awareness training (“Know About Business”) in vocational schools and planning a campaign that will make use of theatre and mass media. This will target those who could decide to start a small enterprise as well as those who affect such decisions, such as teachers and officials. This work is based on an in-depth assessment of values and norms as they relate to business in the four project districts.