The Four

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

By: Scott Galloway

Narrated by: Jonathan Todd Ross

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.

©2017 Scott Galloway (P)2017 Penguin Audio

Critic reviews

“Galloway takes the reader through a refreshingly clear-eyed look at the nature of dominance at Amazon.com Inc., Apple Inc., Facebook Inc. and Google. He is interested in how these companies become more valuable with use instead of less, how they benefit from low cost of capital and the implications for things [that] could further strengthen their dominance.” (Brad Stone, Bloomberg Technology)

“As the power of technology’s biggest companies comes under more scrutiny, NYU business professor Galloway reveals how Amazon, Apple, Facebook, and Google built massive empires.” (Publishers Weekly, The Top 10 Business Books of Fall 2017)

“Scott Galloway is honest, outrageous, and provocative. This book will trigger your flight-or-fight nervous system like no other and in doing so challenge you to truly think differently.” (Calvin McDonald, CEO of Sephora)

Interesting presentation

Interesting book, amusing presentation. Galloway, is a NYU professor, so misses few opportunities to virtue signal and proselytize his Marxian visions of utopia. What he lacks in understanding of economics, he makes up for in insights on their business. Still, an entertaining listen.

Funny, informative and current

Great book. Easy read/listen. Very entertaining while providing a ton of useful information, facts and insights. I’m buying four hard copies for my kids.

Very timely

With these 4 companies dominating so much of American and global life this is a great book to get more familiar with their strategies and goals. Very well written and entertaining.

Smart book that is frequently undermined by the writers failure to understand the diversity of audience

I love Scott Galloway on Twitter and as an expert on business podcasts, so buying his book was a no brainer. While I think this book is smart and there are learnings that I will bring to my career today, the anecdotes Scott relies on to illustrate his point are frequently sexist and outdated and leads me to wonder if he was thinking about the full breadth of the audience for this book. In one example, he discusses Kaitlyn Jenner in a way that is completely transphobic and frankly unforgivable - I’m shocked that his editor let it pass. I agree that understanding “The Four” is essential in the current world of business and this book helped me do that; I just wish there were fewer illusions to pursuing success in business in pursuit of more beautiful mates.

Simplistic yet Impactul

I loved the way Scott simplified the message. His illustrations were sometimes hilarious. I will recommend it over and over.

Great insight

Essential for any new or current entrepreneurs who want to grow a business empire well. Teaches the fundamentals needed to gain an audience for a business and analyzes the Four and breaks them down for you to know the formula you need to succeed.

Insightful and Very Entertaining

I enjoy Scott Galloway's weekly Winners and Losers segment on YouTube. This book is a great expansion on those topics. His strong opinions and challenging personality come through. I think it would be better if he narrated the book. Very surprised he did not as he loves to hear himself talk. Looking forward to the follow up.

The Four Horsemen

Readers really should listen to this after at least one of ''Superintellignce', 'Our Last Invention', 'Life 3.0' and the foundational 'The Singularity is Near'. I work in this field. The AI apocalypse is nigh. There is almost nothing anyone can do about it. We only need 35 Pflops to emulate a human brain. China is at 95. There will be 6 exaflop (1000 Pflops 》》 28 brains) machines by 2021-2022. The question is: What will be their goals and values? This book gives a good idea.

Entertaining & Enlightening

The narrative captives and the content is fascinating. A really interesting look at how these companies have created relationships with their customers. I’ve recommended to many friends!

Last chapter

I really like it it gave me an understanding of how to create my company, and know I like the start up face. Only the last chapter I thought was to much for an employee trying to make his career