The paper reconsiders selected themes of the contemporary culture of individualism, particularly related to the therapeutic discourse as analysed by Małgorzata Jacyno. The subjects that are covered in the internet self-help and personal development books constitute the crucial part of this discourse requiring further analysis. The main difference concerns their online accessibility as well as peculiarities of the blogging and e-commerce activities of the personal development consultants and business coaches. Aforementioned themes concerning self-improvement, freeing oneself of the conventional success oppression or life crises overcoming are presented within the notion of success management. This notion undoubtedly needs further analysis as a systematic offer on the personal development market as well as one of the scenarios of individual self-identification involving mainly the realisation of the personal internal potential despite any external circumstances and structural prerequisites.