Emile Coué

Emile Coué (1857–1926) was a French pharmacist and psychologist, the originator of a method of self-help through autosuggestion that enjoyed enormous popularity in Europe and America after the First World War. He practiced pharmacy at Troyes, where he noticed the effect of a confident word on his customers' recovery, and studied hypnotism with Ambroise-Auguste Liébeault. From about 1910 he held free sessions at his home in Nancy, teaching patients to repeat the formula "Every day, in every way, I am getting better and better." His short book Self Mastery Through Conscious Autosuggestion was translated into English in 1920 and he lectured in Britain and the United States.