Emile Coué, the little French pharmacist who astonished the world around 1920 with the results he obtained with “the power of suggestion,” insisted that effort was the one big reason most people failed to utilize their inner powers. “Your suggestions (ideal goals) must be made without effort if they are to be effective,” he said. Another famous Coué saying was his “Law of Reversed Effort”: “When the will and the imagination are in conflict, the imagination invariably wins the day.”
