I've spoken to dozens of business leaders in recent months, many angry about tax increases on employers just around the corner, which alongside Wednesday's inflation is piling costs on businesses - many who fear they won't survive.
In order to win, Sir Keir Starmer ruled out tax increases for employees, on VAT, on income tax - what Labour branded "no tax on hard-working people".
Though those same companies are also clear it will mean likely price rises for customers, fewer people being hired and fewer pubs or shops opening in the future.
"Spoons" will of course, as will the big supermarkets, be able to absorb the double whammy of employee national insurance increases and a hike in the minimum wage from April.
Many smaller businesses are equally clear it may force them to close altogether.
