Self-help books have become an integral part of today's society, and are gaining more and more popularity. One of the main reasons for the growing popularity of self-help books can be seen in the change in the way an individual perceives himself. The pressure of the global capitalist society for individualization, constant progress and optimization puts before the individual a demand for a change of the self. The increasing orientation of society towards market success in the professional sphere and the private sphere of an individual's life encourages increasing entrepreneurial behavior in both the proffesional and private spheres. The self thus becomes a project that undergoes constant monitoring, self-optimization and constant improvement. Neoliberalism's demand for individualization leaves the individual fully responsible for their own success and failure. Under pressure to constantly work on oneself, self-help books are offered as a form of solution aimed at helping the individual. Self-help books promote self-care and self-improvement, and offer various tools and techniques so that an individual can use them to achieve his goals and progress. Self-optimization of an individual with the help of self-help books, instead of creating a feeling of satisfaction, often creates the opposite effects such as: exhaustion, insecurity, burnout and a feeling of inadequacy.