What are the sorts of challenges an entrepreneur faces over the entire period of their lifetime?  What are the common pitfalls and opportunities? In this article I examine how entrepreneurs think of risk, the role of opportunity and where it comes from, and consider why it is crucial how an entrepreneur responds when their hopes and aspirations don’t turn out quite as they expected.  Engaging with the work of American scholar Larry Greiner, this is a novel look at what the ‘lifcycle’ of an entrepreneur might look like.