But the variation we see around the country is unacceptably huge in terms of historic and current investment and ability to create sustainable change. Let’s be honest. This variation exists because, hitherto, primary mental health care has been neither understood nor prioritised. The Five Year Forward View for Mental Health (FYFV) is not the last word, and neither is Improving Access to Psychological Therapies (IAPT) in its current iteration. We have an opportunity to re-imagine primary care mental health care, fuelled by an upsurge of unanimity amongst ‘pirates’, innovators, service users and academics.