“This witty book charms its way through a very serious sociology of the seriously quirky field of self-help books. Read it for its fascinating pop-culture insights and you’ll come away with a deep understanding of contemporary sociological theory. Highly recommended.” - Salvatore Babones, University of Sydney, author of American Tianxia: Chinese Money, American Power, and the End of History (Policy Press, 2017) “Hendriks’ finding that Germany rather than China is (at least slightly) more resistant to self-help gurus offers a powerful corrective to the assumption in much of the globalization literature that the greatest cultural divide is between the Anglo-Western European sphere and the rest of the globe. Instead, as Hendriks suggests, the most relevant divide may between the (few remaining) social democratic nation-states and neo-liberal (or neo-liberalizing) nation-states, regardless of their geographical location.” - Rodney Benson, New York University, author of Shaping Immigration News: A French-American Comparison (Cambridge University Press, 2013) “This is an original, creative piece of work with an enormous ambition to conduct comparative case studies in two foreign cultures simultaneously.” - Hartmut Wessler, University of Mannheim, co-author of Transnationalization of Public Spheres (Springer, 2008)