Emile Coué

Emile Coué, born in 1857, owned his own pharmacy and noticed the strong effects of placebos and positive suggestions. He saw that people seemed to heal faster with positive recommendations. He came to feel that suggestions repeated by the clients themselves were more effective and long-lasting. He called it conscious autosuggestion or in our time, self-hypnosis. He is the inventor of the NLP slogan: “Every day, in every way, I’m getting better and better”.

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