In "The Four," Scott Galloway unravels the remarkable influence of Amazon, Apple, Facebook, and Google—four titans that have reshaped the modern world. He explores their shared traits, revealing the hidden DNA that drives their monumental success while exposing vulnerabilities beneath their glossy exteriors. Galloway's sharp analysis challenges readers to reconsider the implications of these companies on society and individual lives. With wit and candor, he predicts their potential trajectories and the consequences of their dominance. Dive into this eye-opening exploration and discover how these giants have altered the game of business and culture as we know it.
By Scott Galloway
Published: 2018
"The Four are not just corporations; they are the infrastructure of modern life."
NEW YORK TIMES BESTSELLER USA TODAY BESTSELLER Amazon, Apple, Facebook, and Google are the four most influential companies on the planet. Just about everyone thinks they know how they got there. Just about everyone is wrong. For all that’s been written about the Four over the last two decades, no one has captured their power and staggering success as insightfully as Scott Galloway. Instead of buying the myths these companies broadcast, Galloway asks fundamental questions. How did the Four infiltrate our lives so completely that they’re almost impossible to avoid (or boycott)? Why does the stock market forgive them for sins that would destroy other firms? And as they race to become the world’s first trillion-dollar company, can anyone challenge them? In the same irreverent style that has made him one of the world’s most celebrated business professors, Galloway deconstructs the strategies of the Four that lurk beneath their shiny veneers. He shows how they manipulate the fundamental emotional needs that have driven us since our ancestors lived in caves, at a speed and scope others can’t match. And he reveals how you can apply the lessons of their ascent to your own business or career. Whether you want to compete with them, do business with them, or simply live in the world they dominate, you need to understand the Four.
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“The Four are not just corporations; they are the infrastructure of modern life.”
The Four
By Scott Galloway
Discover a world of knowledge through our extensive collection of book summaries.
Scott Galloway is a well-known professor of marketing at New York University's Stern School of Business and a renowned author, public speaker, and entrepreneur. He gained prominence for his insights into the intersection of technology, business, and consumer behavior, particularly through his bestselling books, including "The Four" and "Post Corona." Galloway is also a co-founder of several companies, including L2 Inc., a research firm that helps brands navigate the digital landscape. His engaging commentary and analysis can be found on his popular podcast "The Prof G Show" and through his viral social media presence. In addition to his academic work, he is a sought-after speaker, known for his candid and provocative views on the future of business and society.
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