The Four

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 socompletely 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'tmatch. And he reveals how you can apply the lessons of their ascent to your won business or career.

Whether you want to compete with them, do business with them, or simple live in the world they dominate, you need to understand the Four.

1. The Four
   Who are these companies and why write about them?
2. Amazon
   How Amazon became the most disruptive firm in the largest economy
3. Apple
   Tech goes luxury
4. Facebook
   Love is key to longevity — and great advertising
5. Google
   Our modern-day god
6. Lie to Me
   The Four and funny business
7. Business and the Body
   All businesses appeal to one of three organs
8. The T Algorithm
   What it takes to get to a trillion
9. The Fifth Horseman?
   Who will be next?
10. The Four and You
    Follow your talent, not your passion
11. After the Horsemen
    Where are the Four taking us?

Makes you think about the four companies in a different light, and therefore interesting.

But it lacks any real understanding and simplifies some stuff too much.

Worth reading anyway.