For all thatâ€™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 compaÂnies broadcast, Galloway asks fundamental questions. How did the Four infiltrate our lives so completely that theyâ€™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 worldâ€™s first trillion-dollar company, can anyone chalÂlenge them? In the same irreverent style that has made him one of the worldâ€™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 canâ€™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.
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