When evaluating a self-help figure, the key differentiator isn't a perfect life. In fact, a "broken past" can be a source of deep expertise from overcoming adversity. The ultimate dealbreaker is dishonesty—lying about one's history or accomplishments to build a false persona.

Contrary to the popular belief that power corrupts, research suggests it acts as an amplifier. If a person is already "pro-social"—oriented towards helping others—power can increase their empathy and effectiveness. If they are selfish, power will magnify those negative traits.

Scammers don't persuade you to believe new things; they exploit your existing, deeply-held beliefs. The intensity of your commitment to an idea makes you vulnerable, as they gain trust simply by championing what you already hold true. This means everyone is a potential target.

When evaluating persuasive messaging, separate the craft from the content. Highly effective marketing for a poor product isn't 'bad storytelling'—it's 'evil storytelling.' This distinction is crucial for understanding how misleading narratives can be successful and for building ethical ones in contrast.

A fraudster is transactional, disappearing after the scam. A charlatan, however, builds lasting, manipulative relationships, embedding themselves into a victim's social world until the victims become their most fervent defenders.

Unlike traditional religious cults, many new internet-based cults operate under the guise of wellness, life coaching, or healing. This approach exploded during the pandemic, attracting isolated individuals looking for meaning online and making the groups' true manipulative nature much harder to identify.

People who are already conscientious or anxious—termed "advice hyper-responders"—tend to overdose on self-help advice, amplifying their predispositions. Meanwhile, those who genuinely need the advice often ignore it, leading to a net increase in imbalance rather than correction.

The public appetite for surprising, "Freakonomics-style" insights creates a powerful incentive for researchers to generate headline-grabbing findings. This pressure can lead to data manipulation and shoddy science, contributing to the replication crisis in social sciences as researchers chase fame and book deals.

People are more effective at deceiving others about their true motivations when they first deceive themselves. Genuinely believing your own pro-social justification for a self-interested act makes the act more compelling and convincing to others.