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Reinforced by the health crisis, personal development is very popular. Books or offers from coaches multiply, promising to help us solve all our problems. They often play on the same springs, rely on the narcissism of the reader and the client. From Idriss Aberkane to Natacha Calestrémé, L’Express investigated these recipes which always combine the Coué method, magical thinking and New Age esotericism. All mixed with a few scientific concepts to appear more serious. But these practices can quickly turn out to be very costly.