In this episode of the Conant Code, we delve into the fascinating world of Victor Lustig, the con artist who daringly sold the Eiffel Tower not once, but twice. Set against the backdrop of 1925 Paris, a city both vibrant and financially strapped, Lustig's audacious scams offer a masterclass in the art of deception. Listeners will be captivated as they follow Lustig's transformation from a well-dressed gentleman to a conman who made even the most prestigious businessmen falter. As we unravel the layers of Lustig's scams, we explore the broader themes of trust, persuasion, and the delicate balance between truth and illusion in business. From Lustig's fake government meetings in lavish Paris hotels to his eventual downfall, this episode explores how confidence, exclusivity, and a touch of urgency can create an irresistible narrative, even when built on lies. But it's not just a historical recount; the episode brings sharp insights into today's market dynamics. It prompts listeners to reflect on modern business practices, where the lines between persuasion and manipulation often blur. The narrative urges you to differentiate between genuine trust and manufactured belief, ensuring you're not caught in the web of modern-day Lustigs, the slick, suit-and-tie personas of today's business world. Tune in for a  journey through time and ethics, where the past and present collide to reveal crucial insights for entrepreneurs, marketers, and consumers alike. Remember, this isn't just history it's a reminder that in the world of business, the stakes of integrity are always sky-high.