The Four: The Hidden DNA of Amazon, Apple, Facebook, and Google

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NEW YORK TIMES BESTSELLER
USA TODAY BESTSELLER

Amazon, Apple, Facebook, and Google are the four most influential companies on this planet. Just about everyone thinks they know how they got there. Just about everyone is fallacious. 

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 not possible to avoid (or boycott)? Why does the stock market forgive them for sins that would destroy other firms? And as they race to transform the world’s first trillion-dollar company, can anyone chal­lenge them?

In the same irreverent style that has made him one of the most 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’ll be able to apply the lessons of their ascent to your own business or career.

Whether you wish to have to compete with them, do business with them, or simply live on the planet they dominate, you wish to have to be aware the Four.

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