Maxwell Maltz (1899-1975) was an American cosmetic surgeon and author. Born on March 10, 1899, in Manhattan’s Lower East Side, the third child of Josef Maltz and Taube Elzweig, Maltz graduated in 1923 with a doctorate in medicine from the Columbia University College of Physicians and Surgeons. After postgraduate work in plastic surgery in Europe, Maltz was appointed to head several departments of reparative surgery in New York hospitals over his long and distinguished career. A prominent international lecturer on the psychological aspects of plastic surgery, in the 1950s Maltz became increasingly fascinated by the number of patients who came to him requesting surgery, who had greatly exaggerated “mental pictures” of their physical deformities, and whose unhappiness and insecurities remained unchanged even after he gave them the new faces they desired. In 1960, after nearly a decade of counseling hundreds of such patients, extensive research, and testing his evolving theory of “success conditioning” on athletes, salespeople, and others, he published his findings in Psycho-Cybernetics (1960). He wrote several further books, including New Faces, New Futures and Dr. Pygmalion. Maltz’ orientation towards a system of ideas that would provide self-help is considered the forerunner of the now popular self-help books. He passed away on April 7, 1975 at the age of 76.