Morphology for Business Morphology (in Europe it is mostly knows as physiognomy or  psycho- physiognomy) is the study of the correspondence between the form of the face and body and the inner qualities of personality and temperament. It provides an understanding of the ways in which people think, the reasons for their behavior, and the means to satisfy their needs. It helps us to understand the manner in which an individual interacts with the inner life of the emotions and the outer environment of the world. Health practitioners in ancient Egypt, Greece and Israel once used the science of morphology. Today France, China, and India (in Aryuvedic medicine) include morphology in formal medical training and clinical diagnosis. Throughout France, personnel directors apply their knowledge of morphology in selecting employees. In the United States a growing number of health practitioners are learning morphology to improve their ability to diagnosis and treat patients. Practical application of morphology in business. For selecting employees. Personnel directors can use morphology to determine whether a person is best suited for a position; that is, whether a person: • Is a team worker or is better working on individual projects, • can make quick decisions or takes time making decisions, • is a leader or a follower, • speaks precisely and accurately or likes to exaggerate, • is creative and abstract or analytical and concrete, • is an independent thinker or in need of guidance, • is a detail-oriented or visionary thinker, • likes to plan or is spontaneous, • is overly emotional or emotionally balanced. Knowledge of morphology can help to identify the strength and weaknesses of employees already working for the company. For example, an employee who has difficulties handling a research project that demands precision and patience may be much better suited to work in communication and sales. Another person in a managerial position may always feel stressed and frustrated, yet would work much better receiving and executing directions. For improving sales techniques and performance. Whether it is the President of the United States speaking to Senators or a car salesperson speaking to a potential buyer, nothing happens until the ideas are sold by one person and bought by another. Often a salesperson must assess the personality of a potential buyer within minutes. Knowledge of morphology will allow the salesperson to instantly assess whether his/her client: • needs a lot of information or a little, • likes to be guided through the experience or appreciates being left alone, • needs encouragement in making a decision or will only act on a idea coming from within him/herself and will get turned off by too much talk, • asks questions because she/he is simply polite or there is genuine interest, • will keep his/her word or gives empty promises because of pressure, • has difficulties spending money or parts with money easily, • needs flattery and approval or will view it as patronizing.