Harvey Guillén

And when it comes to the BBC, it helps that he targets the kind of people he used to go to school with.

Young men with trust funds who are living in their parents' shadow, who don't need their own success, but feel like they have something to prove.

Like Tom and Dave May, twins.

Their dad owns a massive real estate empire.

Their allowances fund their lives and they stand to inherit a fortune when their father passes.

Despite the fact that he thinks they're both totally and completely useless.

He once told them they should go get a job scooping ice cream at Baskin Robbins because that's all they're qualified to do.

But when Joe speaks to Tom and Dave May, he builds them up.

He tells them they're brilliant, resourceful, filled with untapped potential.

Their parents?

They're what he calls normies.

Weighed down by old values, he says they lack the intellectual daring to succeed in the new era.

in the future of American business, which is where Joe can take them.

All they have to do is trust his vision.

He then repeats this speech to all the Tom and Dave Mays in LA.

And the pitch works.

They all accept Joe as their fearless leader.

It doesn't matter that there is no real vision, strategy, or organizational structure to the group.

They believe his mumbo-jumbo, and it doesn't hurt that he gives them whatever title they want.

President?