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

NEW YORK TIMES BESTSELLER
USA TODAY BESTSELLER

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 compa¬nies 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 chal¬lenge 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.

“The Four is an essential, wide-ranging powerhouse of a book that...marries equal parts incisive, entertaining, and biting...Galloway tells it like it is, sparing no business titan and no juggernaut corporation from well-deserved criticism. A must read.” Adam Alter, author of Drunk Tank Pink

“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

"This is that rare book that not only informs but entertains. You'll never look at these four companies the same way again." Jonah Berger, author of Contagious

Scott Galloway is a professor at New York University’s Stern School of Business, where he teaches brand strategy and digital marketing to second-year MBA students. A serial entrepreneur, he has founded nine firms, including L2, Red Envelope, and Prophet. In 2012, he was named one of the “World’s 50 Best Business School Professors” by Poets & Quants. His weekly YouTube series, “Winners and Losers,” has generated tens of millions of views. This is his first book.