Are you content with being just ordinary? Or do you wish to make progress and be outstanding?

In English This paper examines the emergence and features of new therapeutic and coaching practices in contemporary Sweden, offering to the individual therapy or coaching in order to find his or her “inner potential” as a means to achieve health, self-realization and success in life as well as in work. This focus on the inner self and the formation of a new, late modern selfhood demands new ritual creativity, responding to the individual longing for intense experiences of transformations and the authentic self. The development of a new outlook on the self is thus in focus in these practices, i.e. the individual is creating new ways to stage him- or herself. In this construction of a new self, or at least the image of an ideal self, the neospiritual therapist or coach is very much in demand and the discourse is most often couched in a combination of spiritual and science-like concepts.