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

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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 entre preneur, he has founded nine firms, including L2, Red Envelope, and Prophet. In 2012, he was named one of the 'World's 50 Best Busi ness School Professors' by Poets & Quants. His weekly YouTube series, 'Winners and Losers', has generated tens of millions of views.

For all thats been written about the Four over the last two decades, no one has captured their power and staggering success as insightfully as Scott Galloway. For all thats 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 theyre 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 worlds first trillion-dollar company, can anyone chal lenge them? In the same irreverent style that has made him one of the worlds 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 cant 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.

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