Why rural perspectives matter? And why culture is essential related to these contexts? Some insights from my key note speech at and from the Sparse Plus conference in Prague. As a key note speaker at the Sparse Plus conference, I was invited to reflect on updated (culture) policies with rural areas. When you read these lines, images will pop-up related to the rural spaces in Europe and beyond. These souvenirs and pictures will differ depending on your geographic position and experiences, your background. What we all can agree, I think, is that the divide between those living in urban centres and the others who are far from the (perceived) centres of power and wealth are growing. However, for democracy and social cohesion, we require overcoming these divides in our minds and in realities. And fast action is needed! And positive change is feasible! Hard facts are easy to be addressed - if there is political will: same payment for the same cultural activity wherever it is placed on the territory, same investment intensity per capita related to public cultural budgets, same involvement in culture- related decision making – to name a few. Careful consideration of soft areas is equally crucial: Recognising the cultural power and energy of the rural areas, make these activities visible on national and international levels, understand and honour the remarkable competences of those living outside city centres, etc. Europe, the EU, have it (again) in their hands to bring these agendas forward in the new Multiannual Financial Framework and the related funding programmes, to enlarge integrative local (culture) development with the Leader programme, to open-up the European Capital of Culture initiative for urban-rural co-development, to enhance rural participation in AgoraEU (Creative Europe), and many other areas for better balanced territorial (culture) development policies.