It’s springtime for charlatans. At least according to Quico Toro, coauthor (with my old friend Moises Naim) of Charlatans, a new screed about how grifters, swindlers and hucksters are bamboozling the media, the markets and the masses. If you listen to Toro, you wouldn’t want to get out of bed in the morning. Everywhere - on our screens, in our churches, even in the White House - there lurk charlatans intent on stealing our souls. As you can tell from my rat-a-tat scepticism, I’m not totally convinced by such hysterical fearmongering. Though he’s probably right that social isolation and AI-powered scams are making us sitting ducks for scammers. Anyway, at least there’s no chapter about huckster podcasters in Charlatans. So you are safe here from bamboozlers of all stripes.
1. The Harm Standard Is Everything Quico’s core thesis: charlatans aren’t just persuasive people you disagree with - they leave a trail of destroyed lives. No harm = not a charlatan (even if you find them distasteful, like the astrology businesswoman he mentions).
2. Your Deepest Beliefs Are Your Biggest Vulnerabilities Charlatans don’t create new beliefs - they identify what you already passionately believe in (religion, crypto, politics, health) and exploit that commitment to manipulate you. The stronger your conviction, the easier you are to con.
3. Technology + Social Isolation = Charlatan Playground AI and algorithms can now identify and target “marks” with unprecedented precision. Combined with loneliness and screen-mediated relationships (no flesh-and-blood friends to reality-check you), we’re more vulnerable than ever.
4. Not All Grifters Are Criminals Motivations vary: money, sex, power - the “dark triad.” Some are outright thieves (Madoff, SBF), others are narcissists or sexual predators using their influence. But they share antisocial personality traits and lack of remorse.
5. Even Legitimate Movements Get Hijacked The Falwell Sr. vs Jr. example: sincere ideological movements (even ones you disagree with) can be credible, but charlatans infiltrate and weaponize them. Brexit, prosperity gospel, anti-vax - all started somewhere and got exploited.
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