The Four

About the Author

Scott Galloway is a seasoned entrepreneur, marketing professor, and public speaker, best known for his sharp insights into the world of business and technology. With a strong background in entrepreneurship, having founded several companies including Red Envelope and Prophet, Galloway brings a unique perspective to the analysis of modern tech giants. He teaches brand strategy and digital marketing at New York University’s Stern School of Business, where he is celebrated for his engaging and often provocative teaching style. His extensive experience in both the academic and business worlds allows him to dissect complex topics with clarity, making his work accessible to a broad audience.

Main Idea

In The Four, Scott Galloway delves into the overwhelming influence of four technology behemoths—Amazon, Apple, Facebook, and Google—collectively referred to as “The Four.” He argues that these companies have not only transformed industries but have also reshaped society in profound ways. Galloway’s main thesis is that while these companies have brought about immense innovation and convenience, they have also contributed to significant societal issues, including the erosion of privacy, the destruction of jobs, and the undermining of democratic institutions. Throughout the book, Galloway contrasts the success stories of these companies with their often overlooked negative impacts, urging readers to consider both the benefits and costs of the digital age.

Table of Contents

1. The Success of the Four
2. The Four’s Negative Impacts on Society
3. Limiting the Outsized Power of the Four
4. Who Will Be the Next Tech Giant?
5. How to Make It in the Cutthroat Economy Created by the Four

The Success of the Four

The dominance of Amazon, Apple, Facebook, and Google is undeniable. These companies have infiltrated nearly every aspect of modern life, from how we shop and communicate to how we search for information and consume media. Galloway attributes their success to two primary factors: their ability to create simple, compelling visions that attracted massive capital and their alignment with deep-seated human desires.

The Vision of the Four

Each of the Four started with a clear and simple vision that resonated deeply with investors and consumers alike:

• Amazon: “Earth’s Biggest Store,” a vision that not only promised vast selection but also unparalleled convenience.
• Apple: “Think Different,” which positioned Apple products as tools for creativity and self-expression.
• Facebook: “Connecting the World,” tapping into the fundamental human need for social interaction and connection.
• Google: “Organize the World’s Information,” offering a gateway to knowledge and making it accessible to everyone.

Galloway emphasizes that these visions were not just marketing slogans but powerful narratives that guided the companies’ strategies and fueled their growth. “The ability to tell a compelling story,” Galloway notes, “is a key factor in attracting the capital and talent necessary for success.”

The Four’s Appeal to Human Desires

Galloway argues that the success of these companies is also rooted in their ability to tap into basic human desires: