Self Mastery Through Conscious Autosuggestion is the most famous work of Emile Coue in which isdefined what later became known as Couéism or the Coué method — the application of his mantra-like conscious autosuggestion, “Every day, in every way, I'm getting better and better” or sometimestranslated 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. Coué explains how we hold within us a potency of infinite power and when we handle it unconsciously it is frequently harmful to us. If we direct it in a conscious and sensible way, it provides us the mastery of ourselves and permits us to escape from mental or physical illnesses, and to live in relative happiness, regardless to the circumstances we find ourselves in. Émile Coué (1857–1926) was a French psychologist and pharmacist who introduced a popular method of psychotherapy and self-improvement based on optimistic autosuggestion. Working as an apothecary Coué quickly discovered what later came to be known as the placebo effect. He became known for reassuring his clients by praising each remedy's efficiency and leaving a small positive notice with each given medication. 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 his teachings were, during his lifetime, more popular in Europe, many Americans who adopted his ideas and methods became famous by spreading his words.