Today we celebrate the birthday of Émile Coué (26 Feb 1857 – 2 Jul 1926), a French pharmacist who is best known for his advocacy of optimistic autosuggestion, or positive reinforcement.

As a pharmacist, Coué noticed the people he interacted with in his pharmacy appeared to react very well to positive suggestion. To reinforce and improve the effectiveness of the medicines he prescribed, he made a habit of praising the effectiveness of the prescribed treatment, and leaving small positive notes with the medication he sold.

This recognition of the power of suggestion led him to study the effect in more detail, and he became convinced that it held great potential. Even though he had no formal training in medicine or psychology, Coué introduced a method of primitive psychotherapy which involved the frequent repetition of the phrase ‘Tous les jours à tous points de vue je vais de mieux en mieux’, translated as ‘Every day, in every way, I am getting better and better.’ A strong believer in the power of suggestion, he was convinced that regularly repeating this phrase (morning and evening) would result in tangible physical and mental improvements in a patient.

Every day, in every way, I'm getting better and better.(© All Rights Reserved)
Every day, in every way, I’m getting better and better.
(© All Rights Reserved)


In 1920 Coué published a book on the topic, entitled ‘Self-Mastery Through Conscious Autosuggestion’ (available for free on the Gutenberg project). In his book, he reiterated the potential power of autosuggestion, describing it as “… an instrument that we possess at birth, and with which we play unconsciously all our life, as a baby plays with its rattle. It is however a dangerous instrument; it can wound or even kill you if you handle it imprudently and unconsciously. It can on the contrary save your life when you know how to employ it consciously.”

Thanks to his tireless work in this field, his method of autosuggestion, sometimes referred to as ‘Couéism’, became very popular in the early part of the 20th century, first in Europe and later also in the USA. He had his detractors, particularly from other schools of psychoanalysis, but his approach has remained popular among many followers.

Perhaps the most succinct summary of the Émile Coué approach comes to us courtesy of Rev Charles Inge, who composed this limerick in 1928:

“This very remarkable man
Commends a most practical plan:
You can do what you want
If you don’t think you can’t,
So don’t think you can’t think you can.”


  1. Hee hee, I have been a home pharmacist when the children were small and had a whinge that wouldn’t let them go to sleep, “Mum, my head hurts/my tummy’s sick/my leg is sore” and indulged in blatant positive reinforcement.

    A small amount of milk or fruit juice administered through a syringe to the back of the tongue “Quick! Swallow, it tastes horrible” and the statement “That’ll fix it, now lie back and let it work and I will be back in a minute to check on you” never failed to result in a miracle cure of whatever ailed ’em. They still don’t know, and my reputation as the mum who can fix everything is still intact 😉

    1. Hehe, excellent! I have a friend who managed, for many years, to convinced her kids that raisins were sweets, but I have to say fruit juice through a syringe is quite ingenious!

      1. 🙂 The syringe means they are expecting something yuck and they don’t get enough of it to recognize the taste! Deceitful, but effective!
        Raisins as sweets though…. my hat is off to her 😉

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