Self Mastery Through Conscious Autosuggestion

Émile Coué (1857-1926) was a French psychologist and pharmacist who introduced a method of psychotherapy, healing, and self-improvement based on optimistic autosuggestion. The application of his conscious autosuggestion, "Every day, in every way, I'm getting better and better" (Tous les jours à tous points de vue je vais de mieux en mieux) is called Couéism or the Coué method. He graduated with a degree in pharmacology in 1876. He learned hypnosis from Ambroise-Auguste Liébeault, the founder of the Nancy School. In 1913, Coué and his wife Lucie (née Lemoine) founded The Lorraine Society of Applied Psychology (La Société Lorraine de Psychologie Appliquée). His book, Self-Mastery Through Conscious Autosuggestion was published in England (1920) and in the United States (1922). Although Coué's teachings during his lifetime were more popular in Europe than in the United States, many Americans who adopted his ideas and methods, such as Norman Vincent Peale, Robert Shuler, and W. Clement Stone, became famous in their own right by spreading his words.