Self development seems a natural goal for everyone. Yet the industry that exists to provide some of the guidance, hugely popular as it is, fails us all. What is on offer, why is it being offered, and why do people keep coming back? Taking an eclectic approach, the foundations of the self help market are uncovered. What is revealed is an inherently anti-development and even dangerous message. Ultimately, the challenge is to examine the possibility of acquiring authentic freedoms not driven by the marketplace.