This book offers a fresh perspective on self-help culture and popular psychology. Research on this subject matter has generally focused on the USA and other societies in the Global Northwest. In contrast, this book explores the production, circulation and consumption of self-help books from an innovative transnational perspective. Case studies on Trinidad and Tobago, Mexico, the People’s Republic of China, the United Kingdom and the USA explore the roles which self-help’s therapeutic narratives of self and social relationships play in the contemporary world. In this context, the book engages with the question to what extent self-help may live up to its promise of individual autonomy and fulfilment. At the same time, it addresses debates about contemporary processes of globalisation as sources of cultural standardization.