Émile Coué and his Method (III): Every Day in Every Way 1 Émile Coué and his Method (III): Every Day in Every Way Lindsay B. Yeates, PhD School of Humanities & Languages, University of New South Wales, Sydney, NSW Australia Australian Journal of Clinical Hypnotherapy & Hypnosis, Volume 38, No.1, (Autumn 2016), pp.55-79. Abstract The rationale, structure, content, and presentation of the final version of Coué‘s method (c.1923) is described, analysed, and examined. Continuously, unjustly, and mistakenly trivialised as just a hand-clasp, some unwarranted optimism, and a ‘mantra’, Coué’s method evolved over several decades of meticulous observation, theoretical speculation, in-the-field testing, incremental adjustment, and step-by- step transformation. It tentatively began (c.1901) with very directive one-to-one hypnotic interventions, based upon the approaches and techniques that Coué had acquired from an American correspondence course. As his theoretical knowledge, clinical experience, understanding of suggestion and autosuggestion, and hypnotic skills expanded, it gradually developed into its final subject-centred version—an intricate complex of (group) education, (group) hypnotherapy, (group) ego- strengthening, and (group) training in self-suggested pain control; and, following instruction in performing the prescribed self-administration ritual, the twice daily intentional and deliberate (individual) application of its unique formula, “Every day, in every way, I’m getting better and better”. KEY WORDS: autosuggestion, ego-strengthening, group treatment, hypnotherapy, hypnotic suggestion, pain control, prayer ropes, self-hypnosis NOTE to the Reader A small number of textual errors and omissions in the final published version of this paper have been corrected. Otherwise, the original paper’s content remains unchanged. [Also, please note that, for the reader’s convenience, the original paper’s pagination is indicated as {1}, etc.]