Émile Coué de la Châtaigneraie (French:
[emil kue də la ʃɑtɛɲʁɛ]; 26 February 1857 – 2 July 1926) was a
French psychologist and
pharmacist who introduced a popular method of
psychotherapy and
self-improvement based on
optimistic autosuggestion.
[1]
The application of his
mantra-like conscious autosuggestion, "Every day, in every way, I'm getting better and better" (
French:
Tous les jours à tous points de vue je vais de mieux en mieux) is called
Couéism or the
Coué method.
[3] Some American newspapers quoted it differently, "Day by day, in every way, I'm getting better and better." The Coué method centered on a routine repetition of this particular expression according to a specified ritual—preferably as much as twenty times a day, and especially at the beginning and at the end of each day.
[4] When asked whether or not he thought of himself as healer, Coué often stated that "I have never cured anyone in my life. All I do is show people how they can cure themselves."
[5] Unlike a commonly held belief that a strong conscious
will constitutes the best path to success, Coué maintained that curing some of our troubles requires a change in our
unconscious thought, which can be achieved only by using our
imagination. Although stressing that he was not primarily a healer but one who taught others to heal themselves, Coué claimed to have effected organic changes through autosuggestion.
[3]
While most American reporters of his day seemed dazzled by Coué's accomplishments and did not question the results attributed to his method,
[11]), a handful of journalists and a few educators were skeptical. After Coué had left Boston, the Boston Herald waited six months, revisited the patients he had "cured", and found most had initially felt better but soon returned to whatever ailments they previously had.