Alex Lathbridge

Because non-farm enterprises to me just sounds like anything that isn't a farm.

How did you measure business performance?

We measured business performance based on sales.

All right, so there's obviously a lot more to success than just sales.

Depending on your job, you might need attention to detail, creativity, quick thinking, good organizational skills, ability on the microphone.

The list goes on and on.

But in this study, they were measuring sales, the ability to make a deal.

The workers were assessed according to those big five personality traits, using quizzes similar to the one I did.

Extroversion correlated with a 7-9% increase in sales, which is pretty impressive hustle for extroverts.

I wanted to get a sense of just how important extroversion is to people who have to talk all day.

I've come to Makala Market here in Accra, where the back and forth between buyers and sellers never seems to stop, and they sell everything.

Onions and peppers, they got you.

Six bolts of fabric for your cousin's traditional wedding, right there.

Designer sunglasses and trainers for a suspiciously low price.

Walk 100 meters down the road from the guy selling mangoes.

Everyone here is trying to make a sale.

So I asked them, what kind of character do you need to stand out?

Having now seen Makula first hand, it's time to go back to Professor Boateng and his much quieter office of economics.

In their study, extraversion wasn't the only personality trait that had a strong correlation.

Neuroticism, or emotional instability, had a negative impact.