The Dutch New Narrative Lab (DNNL) initiative was developed from a Diversity Exploration commissioned by the Ministry of Economic Affairs & Climate in the Dutch startup ecosystem. The mission of DNNL is to improve access to innovative entrepreneurship for all underrepresented groups in the Dutch startup scene. DNNL roughly carries out 3 matters. First, she is developing an (I) ecosystem monitor, a kind of “diversity & inclusion” thermometer for the NL startup world. Secondly (II) DNNL is working on a 'sales driven' entrepreneurial lab, a breeding ground, in technical jargon an incubator, for entrepreneurs from both underrepresented and overrepresented groups who recognize the innovative power of diversity & inclusion and want to monetize it professionally. And thirdly (III) DNNL is working on a media platform; not only for more visibility for the entrepreneurs involved, but above all to tilt the dominant standard image of “the innovative entrepreneur”.