Trump succeeds because of his preternaturally deft grasp of his audience. Though he is neither terribly articulate nor a seasoned politician, he has a remarkable instinct for discerning which conspiracy theories in which quasi-news source, or which of his own inner musings, will turn into ratings gold. He targets the darkness, anger and insecurity that hide in each of us and harnesses them for his own purposes. If one of his lies doesn’t work — well, then he lies about that.