The method, introduced in the 1920s and since published (and reissued) on a large scale, is a form of autosuggestion (or self-hypnosis) based on the repetition of a key formula: “Every day and at all times. sight, I’m getting better and better. “

After studying hypnosis and working alongside his patients in the pharmacy every day, the pharmacist realizes the power of autosuggestion on self-control. Its method is based on:

• a main foundation, which somehow recognizes the ability we have to control and master our inner strength;
• two postulates: “Any thought we have in mind becomes reality. Any thought that occupies only our mind becomes true for us and tends to be transformed into action ”and“ Contrary to what we believe, it is not our will that makes us act, but our imagination (being unconscious);
• Four laws:

1. When the will and the imagination are in conflict, it is always the imagination that wins, without any exception.
2. In the conflict between the will and the imagination, the strength of the imagination is in direct ratio to the square of the will.
3. When the will and the imagination are in agreement, one is not added to the other, but one is multiplied by the other.
4. The imagination can be driven.

Many consider Émile Coué the father of positive thinking and personal development, since he argues that our negative beliefs and representations have harmful effects.

In a fairly avant-garde fashion, Émile Coué was convinced of the superiority of the imagination and of the unconscious over the will.

He himself defined his technique, also called coueism, by conscious autosuggestion, which is similar to self-hypnosis.

Originally, Émile Coué gave a series of examples of the type of ailments that his method could help to cure, in particular organic or psychic disorders such as violence, neurasthenia, enuresis… He felt that his method could lead to to well-being and happiness.

“Every day and in every way, I’m getting better and better.”

Émile Coué suggests repeating this sentence 20 times in a row, every morning and every evening if possible, with your eyes closed. He advises speaking monotonously while repeating the formula, while warning against obsession (repetitions of the formula should not occupy the mind all day).

He suggests using a cord with 20 knots to accompany this ritual and to count the repetitions.

According to the pharmacist, the formula is more effective if one has previously defined therapeutic objectives.

No study with a rigorous protocol has established the effectiveness of the Coué method. Avant-garde for the time, Émile Coué was probably a fine psychologist and a charismatic character, who understood the power of autosuggestion. However, his method is not based on any scientific evidence and is more akin to a ritual, almost religious, than serious therapy.

With the return of interest in self-hypnosis and personal development in the 2000s, his method returned to the forefront and still has followers. One thing is certain: it cannot hurt. But hypnosis, the scientific foundations of which are beginning to be validated and accepted, is probably a more effective technique.