CAREER OF COUE

Evening Post, Volume CXXI, Issue 130, 3 June 1936, Page 4

CAREER OF COUE

WHAT HE BELIEVED

Mx*. J. Louis Orton was a great friend of Emile Coue who coined the famous phrase, "Day by day in every way I | am getting better and better," and* in a book he has told the life story of the doctor whose optimism 'thrilled the world. His volume gives a glimpse of the Coue methods and doctrines. '"Never forget,' counselled Coue, 'that money should be a means towards an end, not an end itself; also remember that time is money, so don't allow others to waste it for you.' "Again: 'To employers, I would say that a man who, in spite of risking your displeasure, informs you as to errors in the working of your business cannot be held back. If you find such an employee secure him if possible, for your own profession or business—you cannot afford to let him slip. The secret of the success of many millionaires is that they have been able to detect in persons ability combined with honour, truth, and justice, and thus have employed men probably superior to themselves.'" It is not always recognised that Coue was at times an advocate of medicines, and did not always insist on the power of suggestion. "His eventual advocacy of 'medicines' was mainly due to belief reposed in them by sufferers," says Mr. Orton, "rather than by himself; and, as I have shown, his scepticism extended to what egotism might have prompted him to ascribe to his skill as regards material remedies. 'As a matter of fact,' wrote Coue, 'when a patient visits his doctor, it is in order to be told what medicine will cure him. He does not realise that it is the hygiene and regimes which do this and he attaches little importance to them. It is the medicine that he wants.'"