With the 27th February deadline for Cornwall’s Year 4 allocation of the Shared Prosperity Fund (SPF) hovering on the horizon, there’s a lot of buzz about where to pour this fresh injection of support. Let’s be honest: it’s always tempting to throw money at the “sexy” stuff—those eye-catching, headline-grabbing projects that promise the next big thing. But as CEO of the Cornwall Chamber of Commerce, I’d argue that what we really need is a steady commitment to all the “non-sexy stuff” that underpins our economy and communities.

So, what do I mean by the “non-sexy stuff”? Think transport, broadband infrastructure, affordable workspaces, and funding for FE and HE institutions. Not the sort of thing that makes for a glitzy press release or a conference centre patting us all on the back, but precisely the bedrock that ensures Cornwall can stand on its own two feet in the long run.

Take transport. I’m talking about reliable bus routes, trains that turn up on time, and well-maintained roads that don’t leave you dodging potholes like some kind of video game. It might not be flashy, but there’s no point in creating fancy job opportunities if people can’t actually get to them. By investing in day-to-day transport links, we’re giving our young people and jobseekers across Cornwall the chance to grab hold of new roles, apprenticeships, and training opportunities with both hands.

Then there’s broadband—another distinctly “non-sexy” area, until you’re stuck trying to load an email attachment with an ancient dial-up speed. In this digital era, a region without decent connectivity is basically hobbling itself. If we want local businesses to trade competitively, attract tech-savvy start-ups, or encourage remote workers to settle here, we need stable, superfast internet in every nook and cranny of Cornwall. It might not be the stuff of Hollywood blockbusters, but it’s crucial if we’re going to keep pace with the rest of the UK—and the rest of the world.

Affordable workspaces are just as important. New entrepreneurs, small and medium-sized enterprises, and community-led initiatives often struggle to find suitable, budget-friendly premises. When you create hubs that allow these businesses to collaborate and innovate together, you spark the kind of energy that can’t be bought with a quick cash injection. And it’s that slow-burn, communal growth that genuinely transforms local economies.

Finally, we can’t forget our FE colleges and HE universities. We have some incredible educational institutions here, but we must ensure they’re backed up by decent housing, vibrant cultural scenes, and quality healthcare so that students can build a life—and a career—right here in Cornwall after they graduate.

So, as we approach that 27th February SPF deadline, let’s remember that real progress often comes from quietly bolstering the “non-sexy stuff.” Sure, unicorns and big-ticket ventures are exciting, but if we don’t invest in the foundations—transport, broadband, affordable spaces, and holistic community support—those high-flying projects will never truly get off the ground. Let’s use this opportunity to make sure Cornwall’s future is built on rock-solid ground, not just shiny rooftops.