Who said "every day in every way I am getting better and better"? Émile Coué was a French pharmacist who in 1920 at his clinic at Nancy introduced a method of psychotherapy characterized by frequent repetition of the formula, "Every day, and in every way, I am becoming better and better." This method of autosuggestion came to be called Couéism. He was called the prophet of autosuggestion and the wizard of Nancy: Some have claimed that Coué killed himself. However its indicated that pneumonia was Coué's cause of death.

The mentally-ill Chief Inspector Charles Dreyfus, in the 1976 film The Pink Panther Strikes Again, repeatedly uses the phrase "Every day and in every way, I am getting better, and better" as directed by his psychiatrist. The protagonist in Emir Kusturica's 1981 film Do You Remember Dolly Bell? often recites the mantra as a result of studying hypnotherapy and autosuggestion. a poster with the phrase hangs in spider-mans / Peter Parker's apartment