[The human side of business]

This article condenses some psychological and social concepts that should be understood in order to undertake any type of enterprise. This is fundamental factor in dental practice. An aid is hereby presented for the dentist to understand and apply this type of insights, which are usually kept apart from a technical activity such as odontology. Success of an enterprise depends on the quality of services rendered (in a service institution) as well as on concurrence of the different factors making up the enterprise; in this respect, the human side is a vital essence of our structure.