“Believe in yourself!” Peale’s book begins. “Have faith in your abilities!” He then outlines 10 rules to overcome “inadequacy attitudes” and “build up confidence in your powers.” Rule one: “formulate and staple indelibly on your mind a mental picture of yourself as succeeding,” “hold this picture tenaciously,” and always refer to it “no matter how badly things seem to be going at the moment.”

Subsequent rules tell the reader to avoid “fear thoughts,” “never think of yourself as failing,” summon up a positive thought whenever “a negative thought concerning your personal powers comes to mind,” “depreciate every so-called obstacle,” and “make a true estimate of your own ability, then raise it 10 per cent.”