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From the Publisher

Editorial Reviews

Review

“An existential alarm bell wrapped in a business lesson wrapped in an entertaining and often hilarious (and, yes, occasionally blue-languaged) series of stories built with great writing. It keeps you entertained to make sure you’re informed.” – 800-CEO-READ

“Galloway takes the reader through a refreshingly clear-eyed look at the nature of dominance at Amazon.com Inc., Apple Inc., Facebook Inc. and Google. He is interested in how these companies become more valuable with use instead of less, how they benefit from low cost of capital and the implications for things [that] could further strengthen their dominance.” —Brad Stone, Bloomberg Technology

“As the power of technology’s biggest companies comes under more scrutiny, NYU business professor Galloway reveals how Amazon, Apple, Facebook, and Google built massive empires.” —Publishers Weekly, “The Top 10 Business Books of Fall 2017”

"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 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

“The Four is an essential, wide-ranging powerhouse of a book that, like Scott Galloway himself, marries equal parts incisive, entertaining, and biting. As in his legendary MBA lectures, 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

“If there is a blunter, more opinionated, faster-talking expert on the Internet than Scott Galloway, I haven’t come across him. Or her.” —Philip Elmer-DeWitt, Fortune

“Scott Galloway’s The Four is a bareback ride upon the four horses of the economic apocalypse – Apple, Amazon, Facebook and Google. It is a timely exposition of the nature and concentration of power in the world today and, as a result, is much more than just a business book…The book contains more insights and provocative ideas than Amazon has Boeing 767s… My recommendation is to walk down to your local book store and buy this – or more likely, buy it on Amazon.”
Tom Upchurch, Wired

About the Author

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.

Excerpt. © Reprinted by permission. All rights reserved.

Chapter 1

The Four

Over the last twenty years, four technology giants have inspired more joy, connections, prosperity, and discovery than any entity in history. Along the way, Apple, Amazon, Facebook, and Google have created hundreds of thousands of high-paying jobs. The Four are responsible for an array of products and services that are entwined into the daily lives of billions of people. They've put a supercomputer in your pocket, are bringing the internet into developing countries, and are mapping the Earth's land mass and oceans. The Four have generated unprecedented wealth ($2.3 trillion) that, via stock ownership, has helped millions of families across the planet build economic security. In sum, they make the world a better place.

The above is true, and this narrative is espoused, repeatedly, across thousands of media outlets and gatherings of the innovation class (universities, conferences, congressional hearings, boardrooms). However, consider another view.

The Four Horsemen

Imagine: a retailer that refuses to pay sales tax, treats its employees poorly, destroys hundreds of thousands of jobs, and yet is celebrated as a paragon of business innovation.

A computer company that withholds information about a domestic act of terrorism from federal investigators, with the support of a fan following that views the firm similar to a religion.

A social media firm that analyzes thousands of images of your children, activates your phone as a listening device, and sells this information to Fortune 500 companies.

An ad platform that commands, in some markets, a 90 percent share of the most lucrative sector in media, yet avoids anti-competitive regulation through aggressive litigation and lobbyists.

This narrative is also heard around the world, but in hushed tones. We know these companies aren't benevolent beings, yet we invite them into the most intimate areas of our lives. We willingly divulge personal updates, knowing they'll be used for profit. Our media elevate the executives running these companies to hero status-geniuses to be trusted and emulated. Our governments grant them special treatment regarding anti-trust regulation, taxes, even labor laws. And investors bid their stocks up, providing near-infinite capital and firepower to attract the most talented people on the planet or crush adversaries.

So, are these entities the Four Horsemen of god, love, sex, and consumption? Or are they the Four Horsemen of the apocalypse? The answer is yes to both questions. I'll just call them the Four Horsemen.

How did these companies aggregate so much power? How can an inanimate, for-profit enterprise become so deeply ingrained in our psyche that it reshapes the rules of what a company can do and be? What does unprecedented scale and influence mean for the future of business and the global economy? Are they destined, like other business titans before them, to be eclipsed by younger, sexier rivals? Or have they become so entrenched that nobody-individual, enterprise, government, or otherwise-stands a chance?

State of Affairs

This is where the Four stand at the time of this writing:

Amazon: Shopping for a Porsche Panamera Turbo S or a pair of Louboutin lace pumps is fun. Shopping for toothpaste and eco-friendly diapers is not. As the online retailer of choice for most Americans, and increasingly, the world, Amazon eases the pain of drudgery-getting the stuff you need to survive. No great effort: no hunting, little gathering, just (one) clicking. Their formula: an unparalleled investment in last-mile infrastructure, made possible by an irrationally generous lender-retail investors who see the most compelling, yet simple, story ever told in business: Earth's Biggest Store. The story is coupled with execution that rivals D-Day (minus the whole courage and sacrifice to save the world part). The result is a retailer worth more than Walmart, Target, Macy's, Kroger, Nordstrom, Tiffany & Co., Coach, Williams-Sonoma, Tesco, Ikea, Carrefour, and The Gap combined.

As I write this, Jeff Bezos is the third wealthiest person in the world. He will soon be number one. The current gold and silver medalists, Bill Gates and Warren Buffet, are in great businesses (software and insurance), but neither sits on top of a company growing 20 percent plus each year, attacking multibillion dollar sectors like befuddled prey.

Apple: The Apple logo, which graces the most coveted laptops and mobile devices, is the global badge of wealth, education, and Western values. At its core, Apple fills two instinctual needs: to feel closer to God and be more attractive to the opposite sex. It mimics religion with its own belief system, objects of veneration, cult following, and Christ figure. It counts among its congregation the most important people in the world: the Innovation Class. By achieving a paradoxical goal in business-a low-cost product that sells for a premium price-Apple has become the most profitable company in history. The equivalent is an auto firm with the margins of Ferrari and the production volumes of Toyota. In Q4 of 2016, Apple registered twice the net profits Amazon has produced, in total, since its founding twenty-three years ago. Apple's cash on hand is nearly the GDP of Denmark.

Facebook: As measured by adoption and usage, Facebook is the most successful thing in the history of mankind. There are 7.5 billion people in the world, and 1.2 billion people have a daily relationship with Facebook. Facebook (#1), Facebook Messenger (#2), and Instagram (#8) are the most popular mobile apps in the United States. The social network and its properties register fifty minutes of a user's typical day. One of every six minutes online is spent on Facebook, and one in five minutes spent on mobile is on Facebook.

Google: Google is a modern man's god. It's our source of knowledge-ever-present, aware of our deepest secrets, reassuring us where we are and where we need to go, answering questions from trivial to profound. No institution has the trust and credibility of Google: About one out of six queries posed to the search engine have never been asked before. What rabbi, priest, scholar, or coach has so much gravitas that he or she is presented with that many questions never before asked of anybody? Who else inspires so many queries of the unknown from all corners of the world?

A subsidiary of Alphabet Inc., in 2016, Google earned $20 billion in profits, increased revenues 23 percent, and lowered cost to advertisers 11 percent-a massive blow to competitors. Google, unlike most products, ages in reverse, becoming more valuable with use. It harnesses the power of 2 billion people, twenty-four hours a day, connected by their intentions (what you want) and decisions (what you chose), yielding a whole infinitely greater than the sum of its parts. The insights into consumer behavior Google gleans from 3.5 billion queries each day make this horseman the executioner of traditional brands and media. Your new favorite brand is what Google returns to you in .0000005 second.

Show Me the Trillions

While billions of people derive significant value from these firms and their products, disturbingly few reap the economic benefits. General Motors created economic value of approximately $231,000 per employee (market cap/workforce). This sounds impressive until you realize that Facebook has created an enterprise worth $20.5 million per employee . . . or almost a hundred times the value per employee of the organizational icon of the last century. Imagine the economic output of a G-10 economy, generated by the population of Manhattan's Lower East Side.

The economic value accretion seems to be defying the law of big numbers and accelerating. In the last four years, April 1, 2013-April 1, 2017, the Four increased in value by approximately $1.3 trillion (GDP of Russia).

Other tech companies, old and new, big and bigger, are losing relevance. Aging behemoths, including HP and IBM, barely warrant the attention of the Four. Thousands of start-ups fly by like gnats hardly worth swatting at. Any firm that begins to show the potential to bother the Four is acquired-at prices lesser companies can't imagine. (Facebook paid nearly $20 billion for five-year-old, fifty-employee instant messaging company WhatsApp.) Ultimately, the only competitors the Four face are . . . each other.

Safety in Hatred

Governments, laws, and smaller firms appear helpless to stop the march, regardless of the Four's impact on business, society, or the planet. However, there's safety in hatred. Specifically, the Four hate each other. They are now competing directly, as their respective sectors are running out of easy prey.

Google signaled the end of the brand era as consumers, armed with search, no longer need to defer to the brand, hurting Apple, who also finds itself competing with Amazon in music and film. Amazon is Google's largest customer, but it's also threatening Google in search-55 percent of people searching for a product start on Amazon (vs. 28 percent on search engines such as Google). Apple and Amazon are running, full speed, into each other in front of us, on our TV screens and phones, as Google fights Apple to be the operating system of the product that defines our age, the smartphone.

Meanwhile, both Siri (Apple) and Alexa (Amazon) have entered the thunderdome, where two voices enter, and only one will leave. Among online advertisers, Facebook is now taking share from Google as it completes the great pivot from desktop to mobile. And the technology likely creating more wealth over the next decade, the cloud-a delivery of hosted services over the internet that can be spun up/down based on users' needs-features the Ali vs. Frazier battle of the tech age as Amazon and Google go head-to-head with their respective cloud offerings.

The Four are engaged in an epic race to become the operating system for our lives. The prize? A trillion-dollar-plus valuation, and power and influence greater than any entity in history.

So What?

To grasp the choices that ushered in the Four is to understand business and value creation in the digital age. In the first half of this book we'll examine each horseman and deconstruct their strategies and the lessons business leaders can draw from them.

In the second part of the book, we'll identify and set aside the mythology the Four allowed to flourish around the origins of their competitive advantage. Then we'll explore a new model for understanding how these companies exploit our basest instincts for growth and profitability, and show how the Four defend their markets with analog moats: real-world infrastructure designed to blunt attacks from potential competitors.

What are the horsemen's sins? How do they manipulate governments and competitors to steal IP? That's in chapter 8. Could there ever be a Fifth Horseman? In chapter 9, we'll evaluate the possible candidates, from Netflix to China's retail giant Alibaba, which dwarfs Amazon on many metrics. Do any of them have what it takes to develop a more dominant platform?

Finally, in chapter 10, we'll look at what professional attributes will help you thrive in the age of the Four. And in chapter 11, I'll talk about where the Four are taking us.

Alexa, Who Is Scott Galloway?

According to Alexa, "Scott Robert Galloway is an Australian professional football player who plays as a fullback for Central Coast Mariners in the A-League."

That bitch . . .

Anyway, while not a fullback, I've had a front-row seat to the Hunger Games of our age. I grew up in an upper-lower middle-class household, raised by a superhero (single mother) who worked as a secretary. After college I spent two years at Morgan Stanley in a misguided attempt to be successful and impress women. Investment banking is an awful job, full stop. In addition, I don't have possess the skills-maturity, discipline, humility, respect for institutions-to work in a big firm (that is, someone else), so I became an entrepreneur.

After business school, I founded Prophet, a brand strategy firm that has grown to 400 people helping consumer brands mimic Apple. In 1997, I founded Red Envelope, a multichannel retailer that went public in 2002 and was slowly bled to death by Amazon. In 2010, I founded L2, a firm that benchmarks the social, search, mobile, and site performance of the world's largest consumer and retail brands. We use data to help Nike, Chanel, L'Oreal, P&G, and one in four of the world's one hundred largest consumer firms scale these four summits. In March 2017, L2 was acquired by Gartner (NYSE: IT).

Along the way, I've served on the boards of media companies (The New York Times Company, Dex Media, Advanstar)-all getting crushed by Google and Facebook. I also served on the board of Gateway, which sold three times more computers annually than Apple, at a fifth the margin-it didn't end well. Finally, I've also served on the boards of Urban Outfitters and Eddie Bauer, each trying to protect their turf from the great white shark of retail, Amazon.

However, my business card, which I don't have, reads "Professor of Marketing." In 2002, I joined the faculty of NYU's Stern School of Business, where I teach brand strategy and digital marketing and have taught over six thousand students. It's a privileged role for me, as I'm the first person, on either side of my family, to graduate from high school. I'm the product of big government, specifically the University of California, which decided, despite my being a remarkably unremarkable kid, to give me something remarkable: upward mobility through a world-class education.

The pillars of a business school education-which (remarkably) does accelerate students' average salaries from $70,000 (applicants) to $100,000 plus (graduates) in just twenty-four months-are Finance, Marketing, Operations, and Management. This curriculum takes up students' entire first year, and the skills learned serve them well the rest of their professional lives. The second year of business school is mostly a waste: elective (that is, irrelevant) courses that fulfill the teaching requirements of tenured faculty and enable the kids to drink beer and travel to gain fascinating (worthless) insight into "Doing Business in Chile," a real course at Stern that gives students credits toward graduation.

We require a second year so we can charge tuition of $110,000 vs. $50,000 to support a welfare program for the overeducated: tenure. If we (universities) are to continue raising tuition faster than inflation, and we will, we'll need to build a better foundation for the second year. I believe the business fundamentals of the first year need to be supplemented with similar insights into how these skills are applied in a modern economy. The pillars of the second year should be a study of the Four and the sectors they operate in (search, social, brand, and retail). To better understand these firms, the instincts they tap into, and their intersection between technology and stakeholder value is to gain insight into modern-day business, our world, and ourselves.

At the beginning and end of every course at NYU Stern, I tell my students the goal of the course is to provide them with an edge so they too can build economic security for themselves and their families. I wrote this book for the same reason. I hope the reader gains insight and a competitive edge in an economy where it's never been easier to be a billionaire, but it's never been harder to be a millionaire.

Product details

Publisher ‏ : ‎ Portfolio
Publication date ‏ : ‎ September 4, 2018
Edition ‏ : ‎ Reprint
Language ‏ : ‎ English
Print length ‏ : ‎ 336 pages
ISBN-10 ‏ : ‎ 0735213674
ISBN-13 ‏ : ‎ 978-0735213678
Item Weight ‏ : ‎ 2.31 pounds
Dimensions ‏ : ‎ 5.51 x 0.93 x 8.44 inches
Best Sellers Rank: #185,891 in Books (See Top 100 in Books)
- #18 in Business Infrastructure
- #41 in Venture Capital (Books)
- #65 in Social Aspects of Technology
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Scott Galloway

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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 entrepreneur, he has founded nine firms, including L2, Red Envelope, Prophet, and Section4. In 2012, he was named one of the “World’s 50 Best Business School Professors” by Poets & Quants. His Prof G and Pivot podcasts, No Mercy / No Malice weekly blog, and Prof G YouTube channel reach millions worldwide.

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Customers say

Customers find this book engaging and well-informed, with excellent research and great analysis of The Four tech giants. The writing style is easy to read, with one customer noting it reads like a thriller, and customers appreciate the author's ability to break down complex tech concepts. Customers describe the book as thought-provoking, with one review highlighting its insights into human behavior, and find it entertaining with its wry observations and irreverent tone.

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171 customers mention content, 157 positive, 14 negative

Customers find the book engaging and valuable, with one describing it as a compelling page turner.

Great book, with incisive thinking on how these four compete and the challenges of competing against them.Read more

...Makes for a great read, especially the first few chapters... Does feel padded and stretched in the second halfRead more

...helpful guideposts for the search for the "fifth horseman".Good read and well written except for the unnecessary and inexplicable use of...Read more

Overall this is a good book if you look for understanding the way the horsemen have monopolized the market, their historical roots and business...Read more

119 customers mention informative, 111 positive, 8 negative

Customers find the book informative, praising its well-researched content and ability to provide great insights into Amazon, Apple, Facebook, and Google.

Haven't finished the book yet, but am loving it. A candid, insightful and sometimes frightening review of Amazon, Facebook, Google and Apple....Read more

The Four is a fast and fun read. Scott Galloway is provocative, informative and most important entertaining....Read more

Bravo Scott ! Great research & insights, You are s Digital Rock Star Man !Read more

...This book outlines in detail. Very informative and something to think about.Read more

44 customers mention writing style, 44 positive, 0 negative

Customers appreciate the writing style of the book, describing it as clever, candid, and easy to read, with one customer noting how the author peppers his prose with wry observations.

Well written, clear ideas, insightful, pragmatic, honest, backed up by logic and research, level headed Frank inspiring content- well done.Read more

...The book is very well written and also includes a detailed list and explanation of the attributes he believes anyone considering competing with or...Read more

Extremely well written analysis of the 4 wealthiest companies of all time....Read more

Author has a unique writing style that keeps you engaged while bringing up some very thought provoking concepts that all business leaders should...Read more

40 customers mention humor, 38 positive, 2 negative

Customers find the book humorous, appreciating its irreverence and right amount of witty sarcasm, with personal anecdotes that keep it engaging.

Insightful, funny, intelegenet, and everything else you might expect from professor Galloway....Read more

...The prose is quick and witty....Read more

...Maslow’s pyramid in a helpful way and the writer has a fantastic sense of humor. Quick read too!Read more

I liked the author's sense of humor and the pace of the writing....Read more

26 customers mention readability, 23 positive, 3 negative

Customers find the book highly readable, describing it as an excellent quick read that reads like a thriller, with one customer noting it's written at a 6th grade level.

...Quick read too!Read more

A very insightful book. Reads like a thriller and clearly articulates why and how the four dominate the business world today.Read more

...Easy read with many tips to take away. Highly recommend.Read more

...-Scott does not write like most professors. This book is easy to read, straight to the point, uses facts that are easy for anyone to relate to....Read more

20 customers mention author, 14 positive, 6 negative

Customers praise the author's intelligence and insight, particularly their ability to break down complex tech concepts, with one customer noting the author provides great detail about the Four companies.

Great author!!! I learned a lot and enjoyed it a lot. Author is a pragmatist and a straight shooter. I strongly recommend this book!!!Read more

The author is smart and well informed about "The Four". No doubt about that....Read more

Good stories, self-deprecating author....Read more

...None the less the author makes some good points and it is work skimmingRead more

20 customers mention thought-provoking, 19 positive, 1 negative

Customers find the book thought-provoking, with one customer noting its extremely insightful analysis of human behavior, while another appreciates its perspective on young people entering the workplace.

...Insightful, funny, and thought provoking. If you like Scott Galloway’s YouTube channel you will love his bookRead more

...True to form, Scott presents his ideas in an intelligent, thought-provoking sometimes snarky and often humorous manner....Read more

...The book is funny, thoughtful and very well written....Read more

Classic Galloway mix of sarcasm and thoughtfulness. As the founder of a tech startup myself, I’m often in the weeds....Read more

18 customers mention interesting ideas, 18 positive, 0 negative

Customers find the book's ideas interesting and innovative, with one customer noting it provides a balanced view of the tech giants' strengths and weaknesses, while another mentions it offers practical business insights.

...There are some interesting points and some nuggets to clean, but it’s hard to get through.Read more

...He has excellent ideas, insights and analyses on each of “ The Four” while juxtaposing the seriousness of the topic with his sarcastic (funny) tone....Read more

It's both hilarious and mind blowing. One of the best books I've read!Read more

Thoughtful and entertaining analysis.Read more

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