ions which would appeal to him. Long ago some wise
man said: "If you would persuade another, put yourself in his place; look
at the matter through his eyes." 'Twas easier said than done. You cannot
put yourself in another's place or see things from his point of view
unless you know him accurately, which is possible only through the science
of character analysis. We have often found people who have lived together
for a lifetime who neither knew nor understood each other.

SCIENTIFIC KNOWLEDGE IN SOCIAL RELATIONS

Man's fundamental needs are food, drink, clothing, shelter, work,
companionship, and rest. If one of man's fundamental needs is
companionship, then he needs to know how to be successful socially. Most
people deeply feel this need. One of the most frequent questions we are
called upon to answer is: "How can I be a greater social success?" Social
success depends upon personal attractiveness in the broadest sense of that
term and upon a desire to make the most of that attractiveness. Many
people have great social ambitions but, for some reason or other, are so
unattractive that they are social failures. There are others who have
pleasant personalities but who, because of other interests, neglect their
social opportunities.

Personal attractiveness depends, first, upon the development of those
elements which are pleasing to others, such as intelligence, judgment,
reason, memory, sympathy, kindliness, courtesy, tactfulness, refinement, a
sense of humor, decision, adaptability, self-confidence, proper personal
pride, dignity, and perhaps others; second, upon a knowledge of each
individual with whom one comes in contact, so that one knows best how to
gain that person's favorable attention, to arouse his interest, and to
give him pleasure.

Many people are shy, diffident, self-conscious, and painfully embarassed
in the presence of strangers. They feel these deficiencies keenly. They
long, perhaps with an intensity which the naturally self-possessed person
will never know, for that social ease which they so greatly admire. Their
self-consciousness, diffidence and timidity in the presence of others is
very largely the result, first, of a lack of knowledge of themselves and
how to make the most of their own good qualities socially; second, of a
lack of knowledge of other people. It is a human trait deeply ingrained
and going back to the very beginning of life to be afraid of that which we
do not understand. Courage, sel