Maurice Yeates

Émile Coué de la Châtaigneraie (French: [emil kue də la ʃɑtɛɲʁɛ]; 26 February 1857 – 2 July 1926) was a French psychologist, pharmacist, and hypnotist who introduced a popular method of psychotherapy and self-improvement based on optimistic autosuggestion. It was in no small measure [Coué's] wholehearted devotion to a self-imposed task that enabled him, in less than a quarter of a century, to rise from obscurity to the position of the world’s most famous psychological exponent. Indeed, one might truly say that Coué sidetracked inefficient hypnotism [mistakenly based upon supposed operator dominance over a subject], and paved the way for the efficient, and truly scientific. Coué’s method was disarmingly non-complex—needing few instructions for on-going competence, based on rational principles, easily understood, demanding no intellectual sophistication, simply explained, simply taught, performed in private, using a subject's own resources, requiring no elaborate preparation, and no expenditure. Most of us are so accustomed … to an elaborate medical ritual … in the treatment of our ills … [that] anything so simple as Coué's autosuggestion is inclined to arouse misgivings, antagonism and a feeling of scepticism.