The forthcoming 15th edition of the IECER Entrepreneurship Conference in Siegen, Germany (20-22 September 2017) is all about diversity in entrepreneurship. We believe that we have a lot to gain by being more inclusive and even expansive about what we view as important to our field. Entrepreneurs’ goals in creating businesses vary considerably. Individual life course and context – influencing entrepreneurship behavior and decision making processes – drive entrepreneurs in a wide variety of ways. There is no one type, no best way, and no ideal context for entrepreneurship or entrepreneurs. Entrepreneurship research should fully embrace heterogeneity and differences.