"Every day, in every way, I'm getting better and better"

Émile Coué de Châtaigneraie (February 26, 1857 – July 2, 1926) was a French psychologist and pharmacist who introduced a method of psychotherapy and self-improvement based on optimistic autosuggestion.

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.^[1] The Coué method centers on a routine repetition of this particular expression according to a specified ritual, in a given physical state, and in the absence of any sort of allied mental imagery, at the beginning and at the end of each day.^{[citation needed]} Unlike a common 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 only be achieved 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.^[1]