_12 they don’t have the resources to hire external people to help. Readiness of the context touches upon several factors, some of which are cultural factors and some are of a more technical nature. Success is the magic combination of all these elements together with the potential of the idea on paper. What are some key insights you have gained through incubating social innovation projects that you would like to share with other incubators in Europe? Social innovation is not only something which end up in a company or a venture - it is much broader than that. The key point for me is not to only focus on the technical aspects, incubators also needs to be focused the cultural. Readiness of the context is really crucial. An innovative, experimental state of mind needs to be developed both in the innovator and in the wider society. It is not enough to be able to develop a good business plan or mentor a group of people. It is also a matter of creating within the wider society an attitude to innovate. To achieve this incubators need to be working with cultural events and dissemination activities that reach the society at large – not only the usual target group. This is not something a regular incubator is usually prepared to do, but the most advanced conventional incubators in our experience are undertaking a type of cultural mission together with more business-oriented missions. We need to get involved in the cultural sector to create interest and engagement in the society. For most conventional incubators this is the most challenging part; going beyond the mentoring, the acceleration activities and be more present and active in the society to spark the innovation capacity within the society at large.