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This article proposes a reflection on the production of normality through an examination of the social treatment of disability in the Swiss context. Using an analysis of the discourse of actors who set up rehabilitation programmes financed by Swiss disability insurance (AI), it brings to light, on the one hand, the norms these programmes contribute to instituting and, on the other, their impact on the subjectivity of beneficiaries. « Coaching » carried out by AI agents, aimed at bolstering the reconstruction of an aptitude for employment, does actually require that beneficiaries interiorise a specific posture: it involves knowing one’s place, accepting it and inhabiting it. Rehabilitation programmes thus draw the outlines of a ableist ideal, with regard to which individuals are to be assessed.