Sir Richard Branson has it spot on - you cannot mold a personality. The no. 1 thing I look for in hiring for both my team and my clients' is desire - what is that candidate's true motivation and reason for getting out of bed in the morning? What is going to drive them through when things are tough or not going their way (because that happens to everyone at some point in their career)? These are the individual qualities that truly add value to a business.