“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
In The Four: The Hidden DNA of Amazon, Apple, Facebook, and Google, Scott Galloway dissects how the world’s dominant tech giants came to command extraordinary power and trust.
The book reveals how these companies have embedded themselves in daily life and reshaped the way people think and connect. Galloway unpacks the strategic and behavioral forces behind their influence on consumers, industries, and the global economy.
Each of the Four built its dominance by tying its business model to a core human need:
- Amazon feeds the desire for convenience and instant gratification, reshaping global commerce.
- Apple taps into the pursuit of beauty and identity, turning its devices into cultural icons.
- Facebook fulfills the need for connection and recognition, creating an enormous social platform.
- Google answers the search for knowledge and certainty, becoming woven into everyday decision-making.
Galloway shows how these companies use brand strength, scale, data, and networks to stay essential.
Avoiding praise and blame, the narrative acknowledges the Four’s innovation and customer focus while questioning how their growth affects privacy and competition.
The Four gives readers clear context for understanding how technology and human behavior intertwine, and what that means for life in the modern world.
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