In "Education Unbound: The Promise and Practice of Greenfield Schooling," this author argued for new education service-delivery organizations that, free from the constricting norms and rules of traditional providers, focused single-mindedly on executing their model. The challenge for reformers is to recognize that enabling such providers is not just a matter of promoting "school choice," but also of freeing up the sector to a wealth of different approaches and cultivating conditions in which problem-solvers can succeed and grow. In this article, the author argues that funding is the fuel required for innovators to thrive. He discusses the differences between for-profit and nonprofit funding models and describes smarter and better ways to fund education innovators. He also discusses three phases of investment, namely (1) startup capital; (2) growth capital; and (3) sustaining capital. (Contains 2 figures.)