* The Four Horsemen (Amazon, Apple, Facebook and Google) have not just created new businesses, but changed the nature of the economy and rules for success for ever. To win in the digital age - and to create massive stakeholder value - requires an understanding of how these firms became the most successful and influential organisations in history, the first with the potential to be valued at one trillion dollars. * The Four Horsemen are winning not just because of their technology and talent. Each taps into an instinctive, evolutionary need and has captured value serving these needs: Amazon, our need to hunt and gather; Apple, our need to procreate; Facebook, our need for love; and Google, our need for a God. * There is a core set of eight requirements for winning in the digital age. The analysis presented in this book explains how our new digital economy really works, what separates winners from losers, and what is required to create The Fifth Horseman. Leading candidates include Uber and, as unlikely as it appears, Starbucks.
"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 * "The Four is a fantastic, provocative book about where we are now and where we are going." -- Phil Simon * Huffington Post * "Well argued and accessible... refreshingly clear-eyed" -- Brad Stone * Bloomberg * "Full of sharp insights and unconventional views" * Nature * "Scott is a genius at engaging an audience in an intelligent, thoughtful, sometimes snarky and often humorous manner" -- Joanne Tombrakos * Huffington Post *
Scott Galloway is a Professor at NYU's Stern School of Business, where he teaches Brand Strategy and Digital Marketing. He is the founder of several 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. He has served on the boards of Eddie Bauer, The New York Times Company, Gateway Computer and Berkeley's Haas School of Business. This is his first book.