Emile Coue de la Chataigneraie (26 February 1857 - 2 July 1926) was a French psychologist and pharmacist who introduced a popular method of psychotherapy and self-improvement based on optimistic autosuggestion. The application of his mantra-like conscious autosuggestion, "Every day, in every way, I'm getting better and better" (French: Tous les jours a tous points de vue je vais de mieux en mieux) is called Coueism or the Coue method. Some American newspapers quoted it differently, "Day by day, in every way, I'm getting better and better." The Coue method centered on a routine repetition of this particular expression according to a specified ritual--preferably as many as twenty times a day, and especially at the beginning and at the end of each day. When asked whether or not he thought of himself as a healer, Coue often stated that "I have never cured anyone in my life. All I do is show people how they can cure themselves." Unlike a commonly held belief that a strong conscious will constitutes the best path to success, Coue maintained that curing some of our troubles requires a change in our unconscious thought, which can be achieved only by using our imagination.