“In just four weeks you’ll learn how to manifest your dreams effortlessly” – so says the website of Jude Daunt, a manifestation life coach who, it seems, has big answers for life’s big problems. Daunt is just one of many life coaches operating in the UK today – part of a booming industry that promises advice on everything from fertility to dating to your pet’s behaviour, all in pursuit of optimising you to become your best self.

If you’re already an expert in manifestation, you might be interested in “badassing your brand” with the help of Pia Silva, who offers “no BS agency mastery”; “rebellious coaching” from Martyn Spendlove, who will teach you to how rebel against self-limitation; or the wisdom of  “joy coach” Irene Stefani, who focuses on “restless self-actualisation” to bring you that often difficult thing to acquire: happiness. The life coach business, it’s safe to say, is thriving.