Created by Tony Jordan (who also wrote many of the scripts) hand in hand with Bharat Nalluri who conceived the original idea, Hustle follows a group of London-based con artists as they attempt to dupe money out of their victims ("marks"). Despite their chosen trade, they adhere to codes such as "bad behaviour breeds bad luck". In particular they adhere to the first rule of the con "you can't cheat an honest man" because an honest man doesn't want something for nothing.