The Four Book Summary By Scott Galloway

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The Four is a timely book that takes an in-depth look at the four most powerful digital giants of our time - Apple, Amazon, Facebook and Google.

Author Scott Galloway examines each company in detail and attempts to answer the questions that have yet to be solved: what are the secrets behind their success and how will other companies be able to reach similar heights of power? He also explores the changes that these four have brought on our world and what it really takes to thrive in a digitally dominated universe.

Through comprehensive analysis of each company's tech, data, resources and outstanding leadership, readers can gain insight into what makes these companies so successful - giving them tools to help shape their own future.

The Four Book Summary

Book Name: The Four (The Hidden DNA of Amazon, Apple, Facebook and Google)

Author(s): Scott Galloway

Rating: 4.1/5

Reading Time: 25 Minutes

Categories: Economics

Buy on Amazon

Author Bio

Scott Galloway is a renowned professor at the NYU Stern School of Business and a highly experienced entrepreneur.

With his teaching focused on brand strategy and digital marketing, he has built a impressive resume as he is behind nine different companies, including L2, Red Envelope and Prophet.

His work has been recognized in 2012 by Poets & Quants as one of their 50 best business school professors.

Aside from his teaching credentials and his successes as an entrepreneur, Scott Galloway also wrote four books -- The Four: The Hidden DNA of Amazon, Apple, Facebook and Google; Algorithms to Live By; Post Corona; and The Algebra of Happiness -- each with its own unique take on modern topics like tech giants, behavior psychology and economic predictions.

Unlock The Secrets Of The Four Horsemen: How Apple, Facebook, Amazon And Google Came To Dominate The Modern Marketplace

Four Horsemen

Today’s world is dominated by the four companies: Apple, Facebook, Amazon, and Google.

They have changed the way in which we shop, search for information, and even interact with each other.

You may think that you know these companies already, but it’s worth getting to know them better if you want to stay ahead of the curve.

In order to get up-to-date information on these powerful entities, you should familiarize yourself with their success stories.

Learn how they managed to become the giants that they are today – what strategies were employed and what were their goals? Also keep an eye out for any potential up and coming fifth horseman; who might be the next big thing? Finally, explore why Apple appeals to your loins in a way that no other company does.

By understanding these four tech titans intimately, you’ll be well informed to make wise decisions when using their products and services in your life.

The Four Horsemen Of The Digital Age: God, Love, Sex And Consumption

The domination of modern life by the Four Horsemen, Amazon, Apple, Facebook and Google is undeniable.

They have become ubiquitous, changing or supplanting many aspects of our lives – from providing instant answers with Google’s search engine to congregating nearly 1/6th of the world population in the same digital space with Facebook.

In addition to delivering products and services that make our day-to-day lives easier and more convenient, they are also highly profitable companies.

However, it is important to remember that the presence of these companies isn’t necessarily purely benevolent.

Companies like Amazon refuse to pay sales taxes and have been known for mistreating their employees; Apple has refused court orders when it comes to work with government agencies; Facebook sells our most personal information; and Google aggressively lobbies for less regulation to help its own monopolistic practices.

The Four Horsemen are undeniably powerful shapes in our contemporary world, but it is important not to forget the darker side of their influence.

The Rising Power Of Amazon: How The Online Retail Giant Harnesses Consumer Instincts To Grow And Destroy Jobs

Amazon is a company that has truly capitalized upon our natural instincts.

With its unparalleled ability to reach millions of customers, it’s no wonder that Amazon appeals to our primal urge to collect and acquire things.

This is the same urge that helped our hunter-gatherer ancestors survive in the wild.

Unfortunately, this same success also comes at a cost.

The competition for Amazon’s market power means that other companies are put out of business or forced to reduce jobs due to undercutting, which leads to thousands of jobs being destroyed each year in addition to those lost due to robots and mechanization taking over tasks done by humans instead.

In 2017 alone, Amazon was responsible for eliminating around 76,000 jobs.

While Amazon’s convenience and accessibility may be attractive, its success is coming at an immense cost: jobs worldwide are being decimated as more and more people switch from shopping in person from brick-and-mortar stores to browsing online through Amazon’s ever-expanding inventory.

Apple’s Luxury Brand: How It Flouts The Law And Commands High Prices

Apple's Luxury Brand

Apple has made its own rules and earned respect in a world where most companies bow to the law.

But what sets Apple apart from other tech giants? Well, the answer lies in its emergence as a luxury brand, appealing to our desire to stand out and be unique.

This is why, when faced with the government’s request for them to unlock an iPhone belonging to terrorist Syed Rizwan Farook, Apple stood firm in their refusal; they had public support behind them because of the iconic manufacturer at their core – Steve Jobs – and their luxury status.

Products like iPhones and Macbooks reflect a higher level of artisanship than many of their competitors through their simple yet stylish designs.

Despite being able to produce devices much cheaper than rival offerings, Apple still charges premium prices and consumers are still willing to buy as they want to feel special by using such products.

The ideology of luxury goes beyond simply having expensive items; it reflects us wanting recognition that we are unique and special, just like Apple users feel when they hold an iPhone or MacBook in their hands.

This is why, despite all odds, Apple remains one of the most successful companies on the planet.

How Facebook Leverages Our Need For Social Connections To Profit From Our Data And Polarize Society

It’s no surprise that Facebook has been so successful over the years: it taps into one of our basic human desires – the need for social relations.

With more than 1.2 billion daily users, Facebook is as popular as a major world religion!

But its success isn’t just driven by its ability to fulfills our social needs; it also capitalizes on them by collecting our personal data and selling it to advertisers, who then use this information to create tailored ads.

What’s more, because Facebook is considered a platform rather than a media outlet, their costs are kept incredibly low since they don’t have to hire content editors.

This is why they’re able to deny responsibility for the content they post – content which often isn’t neutral or unbiased.

Facebook knows more about us than any other company does and its algorithm curates our news feeds accordingly, meaning left-leaning users will see articles from sources like the New York Times much more often than people of different perspectives.

Unfortunately, this means the stories we see online can reinforce the views we already hold, leading to greater division in society – something that not even the strongest social relationships can fix!

We Are Entrusting Google With All Our Secrets, Making It A Powerful Digital God

Google is truly a new God in the digital age.

We no longer need to turn to heaven for answers- we now direct our attention to our screens and find out the answers with Google.

The world of technology has made life much more filled with facts than mystery, and with its all-knowingness, Google is an omniscient god with an answer for every question.

Google knows not only all the information people give it through their searches, but also their most closely guarded secrets.

For example, when you search for an ex-partner’s name, it reveals that they are still on your mind.

With every query and confession, this powerful deity gets closer to understanding who we are and what we want.

We fully entrust Google with our issues and worries because it is so trustworthy and responsive – like the God of olden days but far more accessible!

No wonder then that today, Google reaps billions of dollars from advertising thanks to this access to data gained from us entrusting them with our confessions.

Indeed, Google has become a modern day deity -omniscient, omnipotent and completely trustworthy!

The Cunning Thefts Of The Four Horsemen – How Apple, Google, Facebook, And Amazon Got To Where They Are Today


The Four Horsemen of today’s tech industry are cunning thieves, capitalizing on the latest trends and resources to make a profit.

Apple was perhaps the most notable example: in what is now tech history’s most famous case of appropriation, Steve Jobs stole Xerox’s idea for a graphical user interface (the desktop) and turned it into a computer revolution.

The other Horsemen go about their “borrowing” in slightly more subtle ways.

Google gathers all the information it can and then profits off of it by providing users with access to that information; Facebook makes money by selling data gathered from people’s content submissions; and Amazon lures in sellers with its platform, only to compete directly with them, often offering similar products at a lower price.

When you add it all up, these companies rob us through an appeal to three different facets of our being: brain (rational cost-benefit analysis); heart (connecting us with friends); and loins (making technology look sexy).

The Four are truly clever thieves!

Could The Fifth Horseman Be The First Company To Reach A Trillion-Dollar Valuation?

Rumors are circulating that a fifth horseman is coming.

The world is watching and everyone wonders…could this fifth horseman become the first company with a market valuation of $1 trillion?

That’s the billion dollar question.

We must turn to author for the answer.

He suggests that in order for any company to become the first trillion-dollar firm, it will have to possess eight crucial factors, which collectively he calls T Algorithm: product differentiation, visionary capital, global reach, likability, vertical integration, artificial intelligence, accelerant and geography.

For example, any company vying for trillionaire status needs a superior product – what Apple has done with the iPhone or Amazon with fast delivery times – as well as a compelling vision that can attract investors.

It should also have global reach (ideally involving a digital component) and an appeal to customers that will help dodge potential regulatory issues.

Vertical integration will ensure control over different stages of production and distribution while AIs can help process vast quantities of data in an efficient manner.

Accelerants vitalize the workforce and close proximity to prestigious universities can only serve to bring in top talent!

Which company do you think could become the fifth horseman? Only time will tell if any of them have what it takes but one thing is certain – reaching that high mountain top won’t be an easy task!

Can Any Of These Companies Become The Fifth Horseman Of Big Tech?

It is possible that one of the world’s leading companies might emerge as a fifth horseman, competing with the current four industry giants.

There are a few promising contenders out there, but Alibaba, Uber and Microsoft might be the best amongst them.

Alibaba is already China’s largest retailer and enjoys a user base of almost half a billion people.

However, it still needs to expand globally if it wants to become the fifth horseman.

The company also has to distance itself from its association with the Chinese government before Western investors will back its effort.

Uber is another strong contender; although relatively new on the market, its two million drivers across 80 countries make it a global powerhouse in transportation.

Despite having data skills that rival those of the Four Horsemen, it continues to deal with allegations about tracking passengers being driven by some managers for unknown reasons.

Two older companies who are still in the running are Walmart and Microsoft.

Walmart has a wealth of experience and 12,000 stores while Microsoft benefited from Windows leading 90% of desktop computers worldwide.

Both companies however struggle with their public image due to controversial labor practices and lack of likability which could keep them from increasing their market share even further.

At this point any one of these contenders – Alibaba, Uber or Microsoft – could well become the fifth horseman on this battlefield-like industry landscape.

How To Succeed In The Digital Age: Foster Emotional Maturity, Strive For Curiosity, Take Ownership, Further Your Education, Move To A City And Pimp Your Career

Digital Age

For success in our world today, driven by the so-called “Four,” you’ve got to develop and hone your personal qualities, get the schooling and certifications that you need, move to a city with plenty of opportunity, and pimp your career.

First off, to rise above the competition, it’s important to foster emotional maturity and stay cool under pressure.

You also have to keep your curiosity ignited as change repeatedly happens around us.

Additionally, owning your area or task is key.

If possible, try to get an education from a college – research has shown that graduates make much more money than those who only stop at high school level!

And if college isn’t accessible for whatever reason, getting certified in something will still set you apart from others who do not possess credentials.

With urban areas being the primary source of new jobs in the U.S., moving to a city is essential if employment (and prospects) are what you seek.

Lastly, using social media platforms such as LinkedIn and Instagram allow you to flaunt your skills and knowledge before a broad audience – contributing further towards success!

Wrap Up

In conclusion, The Four Horsemen – Amazon, Apple, Facebook, and Google – have revolutionized the corporate world.

They’ve tapped into our deep human desires while also engaging in some questionable practices to reach their success.

It is likely that at some point one of them will fall or a fifth Horseman might enter the stage.

Therefore, it’s best to learn how to thrive in the current world they’ve created.

The final summary of this book is this: to be successful and happy in your job life you need to follow your talent more than your passion.

Discover what you are good at early on and commit to becoming great at it so you get noticed; when that happens, you ultimately start loving what you do!

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Arturo Miller

Arturo Miller

Hi, I am Arturo Miller, the Chief Editor of this blog. I'm a passionate reader, learner and blogger. Motivated by the desire to help others reach their fullest potential, I draw from my own experiences and insights to curate blogs.

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