Alone, this powerful mix of alpha and omega can already start to explain the allure of MacGregor’s idea – but his fine-tuned approach also incorporates further tactics that must have multiplied its attractiveness. Psychologist Robert Cialdini, one of the leading experts on persuasion, argues that six principles govern most persuasive relationships: reciprocity (I rub your back, you rub mine), consistency (I believe the same thing today as I did yesterday), social validation (doing this will make me belong), friendship or liking (exactly what it sounds like), scarcity (quick! there isn’t much to go around), and authority (you seem like you know what you’re talking about).

Consider how many of those MacGregor used instinctively. Reciprocity: you invest with me, and I give you the opportunity of a lifetime – a life so wonderful that no one else can give you something comparable. Social validation: you will be the most Scottish of Scotsmen, the most respected of people, a pioneer and role model. Scarcity: act now, for this is not an opening that will remain. If Scotland doesn’t sweep Poyais up, someone else will – and there goes the nation’s one chance at colonial greatness. Authority: Dr. Strangeways surely knows that of which he speaks. If you don’t trust me, then at least trust him – though why wouldn’t you trust me? After all, I’ve published in the best media of the time.