While many successful entrepreneurs, especially those who come across as 'heroic' figures, do possess many of these characteristics, the place of personality within entrepreneurship has been the subject of extensive critical comment. Specific traits have not proved particularly good at predicting behaviour. Other criticisms levelled at this type at this type of approach include:personality factors can and do change over time; the search for a single factor provides a very limited perspective on the nature of entrepreneurship; it ignores learning and it takes no account of the fact that personality factors can and do change over time. Perhaps the most serious flaw is that it ignores the influence of the enviroment or context in which the entrepreneur operates. Consequently,work on personality traits has to an extent been overtaken by research on entrepreneurial behaviour, which places considerable emphasis on context.