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.
|Publisher:||Penguin Publishing Group|
|Product dimensions:||6.20(w) x 9.10(h) x 1.20(d)|
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Excerpted from "The Four"
Copyright © 2017 Scott Galloway.
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Table of Contents
Chapter 1 The Four: Who are these companies and why write about them? 1
Chapter 2 Amazon: How Amazon became the most disruptive firm in the largest economy 13
Chapter 3 Apple: Tech goes luxury 60
Chapter 4 Facebook: Love is key to longevity-and great advertising 90
Chapter 5 Google: Our modern-day god 124
Chapter 6 Lie to Me: The Four and funny business 152
Chapter 7 Business and the Body: All businesses appeal to one of three organs 163
Chapter 8 The T Algorithm: What it takes to get to a trillion 176
Chapter 9 The Fifth Horseman?: Who will be next? 195
Chapter 10 The Four and You: Follow your talent, not your passion 218
Chapter 11 Yes, and Now What?: Where are the Four taking us? 250
Illustration Credits 309