The Man Who Helped the Beatles Admit It’s Getting Better

The techniques of forgotten mind pioneer Émile Coué are simple, but they work

Mitch Horowitz
13 min readJun 11, 2019

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Miracle man? Émile Coué in an American newspaper in 1923.

One of the most significant names in modern psychological and motivational philosophy will evince blank looks from most people today: French mind theorist Émile Coué (1857–1926). Yet Coué, who earned both adulation and jeers during his…

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Mitch Horowitz

"Treats esoteric ideas & movements with an even-handed intellectual studiousness"-Washington Post | PEN Award-winning historian | Censored in China