Personality
There is little firm evidence of a correlation between one's personality type and entrepre-neurial success, as outlined in Chapter 2. However, by being self-aware, you can behave in ways which are more effective. An understanding of personality is important to entre- preneurship because it facilitates self-knowledge and of course the interrelationships between ourselves and others. If we know and are comfortable with 'who we are', our self- confidence, rapport and relationships with others in their roles as customers, investors and employees are more likely to be productive and profitable.