᭹The UK has no shortage of business start-ups: the Small Business Service estimated that at the start of 2003 there were 4.0 million active enterprises and of these, approximately 99% were classified as small (0-49 employees). The Bank of England (2004) estimate that during 2003 there were 465 000 start-ups, an increase of 19% on 2002.Average survival rates for businesses (1992)(1993)(1994)(1995)(1996)(1997)(1998)(1999)(2000)(2001) indicate that more than half fail within three years of formation. Further, there is a general agreement that for micro businesses the failure rate is higher, one-third failing within the first year. ᭹ Much of this failure has been blamed on a lack of business and management skills amongst owner managers. These people often describe themselves by their technical discipline rather than as a business person or manager, and tend to have an unwillingness to engage with training providers. It is suggested that this unwillingness is symptomatic of a culture of self-deception, which pervades the sector.This is despite 77% of owner managers believing their own business management capabilities to be the most important factor for business survival and growth. ᭹ Where business and management training has been taken up, its impact has proven sub-optimal, with little evidence of benefit perceived by owner managers. To this extent providers could be viewed as complicit in the maintenance of a culture of fire fighting within micro firms. ᭹ This paper discusses an alternative training programme -Sustainability Support for Small Business (S 3 ). This provides help to new businesses over a four-month pre-start-up period and the first three years of operations. The programme addresses participants' short-term, immediate business needs by focusing on key business documents and facilitating reflection on the part of the owner manager, developing a more professional approach to start-up. This programme was trialled throughout 2003 using a cohort of 147 micro businesses. Subsequent evaluation revealed a one-year business survival rate of 86%. The programme received a 95% approval rating from participants in their postprogramme evaluation.