Waving a marker, Keith Raniere drew a chart for the prospective sales force that sat before him in folding chairs. He sketched how his payment matrix could make salesmen for the Innovative Network wealthy if only they would apply themselves to building a sequence of customers and affiliates who would sell more memberships.

Gesturing vigorously, he asked his prospects to visualize a pile of ten million dollars.

“It’s big. It’s huge. You know the smell of new money makes your nostrils twitch like a bunny,” he said. “Imagine the feel of the bills…. Get it firmly in your consciousness.” He paused.