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 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 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’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.
My Review
Scott Galloway's career as a serial entrepreneur, professor at NYU, and former board member of the New York Times offered a unique and entertaining perspective on the four horsemen. He offers comparisons between each company: God or Google? Love or Facebook? Sex or Apple? Consumption or Amazon?
The first four chapters centralize on these themes demonstrating the usage of the four globally and why we need them.
Google and God
People trust Google to know everything about them
Most ask Google questions that they could never ask their parent, doctor, or closest friend
No person will ever be asked the range of questions asked to Google on a daily basis -“About one out of six queries posed to the search engine have never been asked before.”
The strongest signal for disbelief in God is internet usage
Galloway's section on Google was interesting as he draws on the replacement of God with Google. Google is now seen as more sufficient and reliable by stripping people of their religious values and so easily replacing them with 24/7 access to answers. Galloway reenforces that God listens to your prayers, but Google offers instantaneous answers. On Google, there is no judgement or condemnation. Ask it anything, even your deepest questions, and Google will return with an answer. To me, Galloway's perspective on Google is accurate and often goes over our heads. We take Google for granted in the sense that we don't even register it's existence or access to every detail we offer it.
2. Facebook and Love
“As measured by adoption and usage, Facebook is the most successful thing in the history of humankind.”
Facebook offers us social connection aka love, which is necessary to prevent sooner death, loneliness, and depression
Social media notifications are like slot machines, they deliver variable rewards (2 likes? or 2 million likes?)
What we click on is driven by a deep subconscious process that is driven by our need for belonging, approval, and safety
I don't use Facebook, but would easily agree it offers social connections for society at a large. Through integrating social connection, Facebook is a platform for love. Nothing makes humans feel better than other human connection. More specifically, humans crave sympathy. Facebook offers a sneak peak into your friends, family, and colleagues lives, which further allows greater sympathy between interpersonal connections. Our clicks, desires, and need for love makes Facebook an impeccably efficient platforms based on the nature of mankind.
3. Apple and Sex
Galloway compares the apple logo as a symbol to make yourself sexually desirable
“The Apple Logo, which graces the most coveted laptops and mobile devices, is the global badge of wealth, education and western values.”
People defend/justify overpriced Apple products to an unreasonable extent.
I couldn't agree more. I've met people (including myself) who will go to the ends of the Earth to justify an Apple purchase. Personally, I've bought Macs, iphones, apple watches, headphones, and would probably buy anything else with that shiny Apple logo on it. Without having a clear reason for these purchases, I would agree they are the result of social inclusion and respect. I wouldn't go as far to say that my purchases are sexually motivated, but I see the broader concept Galloway is getting at. Apple is a show pony. For me, I would associate my purchases with a need for prestige than sexual desire.
4. Amazon and Consumption
“Amazon eases the pain of drudgery – getting the stuff you need to survive.”
Amazon is on it's way to become the first $1 trillion market cap company
52% of American Households have Amazon Prime
The efficiency of Amazon's zero click ordering and warehouses within 20 miles of 45% of the U.S. population offers an unparalleled service to consumers. As the world's most famous consumer brand, Galloway paints Amazon as unstoppable, while also taking digs at Bezos for driving a future that disregards human workforce. I enjoyed Galloway's chapter on Amazon and found his commentary insightful and entertaining.
Favorite Quotes
“Newspapers can reach millions…but they gain almost no intelligence from this contact…TV stations know even less. And judging by this scheme, dumb companies correlate closely to losers. They were paid to be dumb, as data could have helped advertisers determine which 50 percent of their advertising was wasted and reduce spend.”
“Harvard could foster the same disruption if they take their $37B endowment, cancel tuition, and quintuple the size of their class–they can afford to do this. However, they suffer from the same sickness all of us academics are inflicted with: the pursuit of prestige over social good. We at NYU brag how it’s become near impossible to gain admission to our school. This, in my view, is like a homeless shelter taking pride in how many people it turns away.”
“Luxury brands…share five key attributes: an iconic founder, artisanship, vertical integration, global reach, and a premium price.”
Overall
I would definitely give this book a read! I wish Galloway offered more in depth analysis on the four horsemen and their future competitors (Alibaba, Uber, etc.) Galloway has a truly fascinating career, which added powerful stories and insight into the four. If you are interested in entrepreneurial reading, Galloway also offers insights to how to be a good entrepreneur and if you are cut out for the job. A great read for anybody looking for some information, stories, and advice on economic stability.
Xoxo,
Everything I Want
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