Dr. Arthur Janov was a conventional Beverly Hills psychoanalyst in 1967 when a patient told him about a London performance piece in which artist Raphael Montañez Ortiz splashed around in milk while shouting for his mommy. Janov asked the patient to demonstrate and soon arrived at a way he thought people could unlock painful suppressed memories. He called it “primal therapy” and wrote a book, The Primal Scream, which sold 2 million copies. At 91, he still owns his Santa Monica clinic, which continues to offer consultations.
Photograph courtesy Shutterstock