Why don’t more women set up their own businesses? Are programmes aimed at encouraging entrepreneurship among women getting it right? How do cultural ideas about men, women and money affect would-be women entrepreneurs? A recent paper draws on experience with entrepreneurship training for women in Zimbabwe. It found that women face a number of barriers to becoming entrepreneurs, such as their lack of access to education and capital. However, cultural attitudes may be even more important in holding women back. To get more women in business, training programmes need to recognise and challenge restrictive gender norms.