Émile Coué and the Birth of Affirmations

I know how easy it is to take words for granted, and I am sure you do to.
We speak, think and read them every single day, often unaware of the immense power they hold.

If you stop and consider the weight of a single thought or sentence—how it can shape your reality—you might understand why Émile Coué, a French psychologist and pharmacist, devoted his life to unlocking the healing potential of words.

In the late 19th century, Émile Coué was one of the earliest pioneers of what we now call affirmations—positive, intentional statements designed to reprogram our subconscious mind. Coué’s approach, known as optimistic autosuggestion, became one of the most popular self-improvement techniques of his time. He believed in the transformative power of self-talk, and his famous affirmation, “Every day, in every way, I am getting better and better”, laid the foundation for what would become a cornerstone of modern-day self-care and mindfulness practices.

If you are curious about when affirmations started to gain popularity, we can trace their roots back over 100 years before the work of Coué. Though the concept of using words to shape our thoughts and reality may be much older, it was Émile Coué who helped popularise affirmations as a tool for personal and professional transformation.

Coué first noticed the power of words while working as a pharmacist.

He observed that when he praised the effectiveness of a drug before giving it to a patient, the success rate of the drug seemed to increase. This phenomenon eventually became known as the placebo effect—the idea that belief alone can bring about physical or mental healing. It was here that Coué began to explore the idea that the power of suggestion could have real, measurable effects on the human mind.

The Coué Method is built on one simple yet powerful concept: repeating a positive affirmation while in a calm, connected and clear state of mind. This famous phrase of Coué’s, “Every day, in every way, I am getting better and better,” was designed to rewire the subconscious mind to focus on healing, improvement and self-growth. It was all about creating a deep belief in the words you were saying, rather than just deleting words. 

The brilliance of the work of Coué lies in its simplicity.
He never claimed to be a healer.

Instead, he believed that the true power of healing resided within each of us.

By teaching people how to use positive suggestions to influence their subconscious minds, Coué essentially taught people how to heal themselves. In this sense, his teachings share a deep connection with the principles of hypnosis, where self-hypnosis is often viewed as the only true form of hypnosis.

This idea—that you have to be open to change to receive it—is the foundation of the Coué Method. Healing isn’t something that happens to you. Healing is something you participate in, something you allow by shifting your mindset and opening yourself up to new possibilities.

The science of suggestion goes hand in hand with affirmations.

Coué discovered through his pharmacy practice and later in his research that the mind is incredibly responsive to suggestion. Whether the suggestion is positive or negative, the subconscious mind absorbs it and uses it as a framework for how we experience the world. When we intentionally introduce positive affirmations, we begin to reprogram the mind to focus on growth, healing and progress.

This is where the famous affirmation of Coué becomes so powerful. “Every day, in every way, I am getting better and better!”

This affirmation speaks to a fundamental truth of the human experience: we are constantly growing, evolving and learning new things. Even in the moments we don’t realise it, we are moving forward in our lives. This affirmation from Coué  taps into this natural momentum and helps us embrace it, reminding us that no matter what is happening, we are always improving.

Curious about how this works in practice?

I invite you to try it.

Find a quiet space where you won’t be disturbed for a few moments.
Close your eyes.

Take deep breath.

Let your body relax.

In a calm and focused tone, say to yourself:

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

Repeat this three times, allowing the words to sink in.
Feel the energy of the affirmation as it begins to take root in your mind and body. Notice any sensations, thoughts or emotions that come up as you repeat the phrase.

There is no magic in the words themselves (well maybe a little bit of magic)—the magic is in your belief.
When you open yourself up to the idea that you are constantly evolving, you invite positive change into your life.

The legacy of Émile Coué lives on in the way we approach personal growth and healing today. His work reminds us that the most powerful tool we have is our voice. By using affirmations and positive self-talk, we can influence our reality, improve our well-being, and create lasting change.

The next time you feel stuck, uneasy or overwhelmed, remember that your mind has the ability to help you through it.
With a little bit of self-suggestion and an open heart, you can begin to shift your perspective and invite more positivity into your life.

I have just returned to land, still smilling with the excitement of our Moonshadow Dolphin Discovery experience. As we glided across the water, I found myself drawn to the rhythm of the waves and the vastness of the sea. I repeated the affirmation, “I am open to the wonders of nature, and I invite its magic to reveal itself.” With the power of intention and a heart open to the moment, the dolphins soon graced us with their presence. Watching these graceful beings move effortlessly through the water felt like nature’s way of answering a quiet call—a reminder of how deeply connected we are to the world around us when we remain open and present.

It was truly magical to witness these majestic creatures in their natural habitat, a moment of pure joy and wonder that I will carry with me. Here are a few beautiful pictures of the scenery and the dolphins coming to say hello. May the spirit of the dolphin inspire you to embrace the wild beauty of nature and invite its magic into your life.

As you move through your day, try using Coué’s affirmation as a reminder of your inherent ability to grow, heal, create, love and inspire.

Every day, in every way, you truly are getting better and better.