Many people are reluctant to consider entering into experiential projects with business/entrepreneurship because of negative attitudes towards the enterprise. Within the risks involved such negative views are frequently seen as the consequence of policy matters, and thus in need of challenging. An understanding of the entrepreneurship within our society is clearly important. However, there are risks inherent in adopting an ‘enterprising spirit’  which is predominantly cognitive and impersonal, and which may label entrepreneurs' own feelings as unacceptable. Aspiring entrepreneurs may then be unlikely to express or explore their true feelings, and therefore not helped towards changing these attitudes. Experiential and learner-centred formats provide more effective methods for attitude change. Such methods focus on helping upcoming entrepreneurs to examine their existing understanding of entrepreneurship and business ethics, and the impact these attitudes have on their practice. Strategies should be presented which can assist these aspirants in this self-assessment: a repertory grid, and a biographical approach. This then should be objectively discussed in the eChai group.