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The Four: The Hidden DNA of Amazon, Apple,…
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The Four: The Hidden DNA of Amazon, Apple, Facebook, and Google (edizione 2018)

di Scott Galloway (Autore)

UtentiRecensioniPopolaritàMedia votiCitazioni
5301345,387 (3.64)9
Business. Technology. Nonfiction. HTML:NEW YORK TIMES BESTSELLER
USA TODAY 
BESTSELLER

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 u
… (altro)
Utente:slysilver
Titolo:The Four: The Hidden DNA of Amazon, Apple, Facebook, and Google
Autori:Scott Galloway (Autore)
Info:Portfolio (2018), Edition: Reprint, 336 pages
Collezioni:La tua biblioteca
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Etichette:Nessuno

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The Four. I padroni. Il DNA segreto di Amazon, Apple, Facebook e Google di Scott Galloway

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Скатт Гэллоуэй знаком с «Четверкой» – Amazon, Apple, Facebook и Google – непонаслышке: он владел и был в совете директоров многих фирм, пострадавших от расширения этих гигантов – часть из них закрылась, а часть поглощена. Набив шишек и получив непосредственный опыт того, как они работают, Гэллоуэй открыл консалтинговую фирму, помогающую компаниям избежать его судьбы во взаимодействиях с ними. В книге он делится своими выводами и прогнозами уже с читателями. В первой части рассматриваются причины роста и невероятного успеха этих лидеров, а также те рынки и бизнесы, куда они будут неумолимо расширяться, сминая существующих игроков – привет DHL, UPS и Maersk от Amazon!

Станет ли «Четверка» «Пятеркой» или ее состав поменяется? Автор затем бросает пристальный взгляд на возможных конкурентов – от Alibaba и AirBnB до Tesla c Uber. А, может, вызов бросит несдающийся Microsoft, купивший LinkedIn? Есть у Гэллоуэя интересные соображения на этот счет. Напоследок автор дает готовящейся выйти на рынок труда молодежи советы, как выстроить успешную карьеру в грядущем дивном новом мире доминирования «Четверки» и ей подобных.
  Den85 | Jan 3, 2024 |
Reads like a one way conversation with the author in an off Main Street bar. He’s had a few, has some very strong opinions, and is a little riled up. The writing style was off putting and at times felt unprofessional. I found myself skimming paragraphs, and sometimes full sections. While there were some interesting insights, I just didn’t like it. ( )
  MrsBond | Jun 27, 2023 |
Alle 4 haben mich von Anfang an begleitet und kein Unternehmen bzw. seine Produkte kenne ich so gut wie Apple, aus täglichem Erleben bzw. Arbeiten. Aber auch Amazon, Google und (weniger) Facebook sind mir vertraut. Ihre Vorteile und Schwächen zu kennen, nichts ist wichtiger heute als genau dies.

Mit diesem Buch gelingt es jedem, einen schnellen Überblick zu diesen Unternehmen zu erhalten und zu begreifen, warum sie so erfolgreich sind. Ich habe alle Bios gelesen und finde in diesem Buch von Scott Galloway (SG) einen übersichtlichen Bericht zur Entwicklung und zum Status Quo der 4, empfehlenswert für alle, die einen ersten Überblick gewinnen wollen. Meist steigt man später tiefer ein und will mehr wissen.

Die Ursprünge definiere ich immer so, ist natürlich subjektiv:

Steve Jobs hat seine Begeisterung für ein zufälliges Studium (Kalligraphie) in die Einfachheit der Benutzeroberfläche von Apple Produkten überführt.

Jeff Bezos tauschte als Jugendlicher mit Freunden Buchrezensionen aus und wollte dafür ein größeres Netzwerk.

Herr Zuckerberg wollte Liebe finden.

Larry Page und Sergey Brin teilten das WWW in Listen ein.

Wenn ich heute als Außerirdischer auf die Welt käme, würde ich als erstes den "Gott Google" befragen, was hier so los ist, bei Facebook Freunde gewinnen, dies alles mit Apple Produkten tun und wenn ich bleiben würde, Produkte bei Amazon bestellen, die mir bald auch per Drohne an jede beliebige Berghütte liefern können.

Heute arbeiten über eine Milliarde Menschen tagtäglich freiwillig für Facebook. Herr Zuckerberg zieht sich schnell aus Fehlern zurück und ist auch Politikern gegenüber mehr als demütig zurückrudernd. Er weiß warum, er will seine zarten, kostenlosen Mitarbeiter um den Globus, seine globale, sich selbst erziehende Werbeagentur nicht verlieren.

Ich halte nichts von Facebook, gar nichts, mir geht das Gerede und Egogeschwätz auf die Nerven, aber ich halte sehr viel von Listen wie man sie z.B. auf Pinterest erstellen kann. Bildsprache primär, wichtige Reminder und man kann sich überall schlau machen, sehr gut. Der Gründer Evan Sharp formuliert seine Ziele so: „Wichtig ist, dass unsere Seite kein soziales Netzwerk ist – das höre ich so oft! Seiten wie Facebook möchten, dass wir Zeit mit ihnen verbringen, indem wir etwa mit unseren Freunden kommunizieren. Uns geht es darum, die Menschen zu inspirieren. Sie sollen vom Computer weg und die Welt entdecken.“ Im Grunde ist es eine visuelle Suchmaschine, Google in Bildern. Ich habe dort alle denkbaren Bibliotheken und Regale mit Büchern kennengelernt, einfach direkt und faszinierend.

Was ich damit sagen will: die großen Vier muss man kennen, aber eben auch jene neuen Dinge, die morgen diese Marktpotentaten angreifen werden, sie alle sind schon da und machen Dinge insgesamt oder in Teilen besser. Gut möglich, dass sic daraus ein neues Google entwickeln kann. Genau um diese Frage geht es in Kapitel 8: Der T-Algorithmus. Dort werden die Faktoren benannt, die der neue Platzhirsch braucht und in Kapitel 9 erfahren wir etwas über potentielle, konkrete Kandidaten. Gut möglich, dass er aus China kommt und Alibaba wird auch als erstes genannt. In Kapitel 10 gibt SG Tipps, wie man in diesem Umfeld heute Karriere machen kann, sehr ungewöhnlich und spannend, allerdings auch hammerhart.

Die großen 4 beschäftigen 418.000 Menschen, eine Marktkapitalisierung von 2,3 Billionen Dollar bedeutet ein Vermögen wie das Bruttoinlandsprodukt von Frankreich. Diese Entwicklung des digitalen Daten-Know-Hows ist eine akute Gefahr für den Mittelstand, für alle Menschen, es befeuert die Politik jener, die sich betrogen fühlen. Gibt es wenigstens irgendwelchen hehren Ziele bei den 4, die unsere Welt besser machen können? SG sagt dazu: "Nein, ihr Ziel ist es, noch einen weiteren beschissenen Nissan zu verkaufen.“

Dieses Buch ist Pflichtprogramm für jeden Studenten. Aber es sollte auch von jedem denkenden Menschen, jedem Unternehmer (auch Einzelhändler) gelesen werden, der mit hellen Augen durch die Welt läuft, der wissen will, was im Internet tatsächlich geschieht und wie man seine eigene, kleine Welt schützen kann.
  Clu98 | Apr 4, 2023 |
The use of untenable religious metaphors, casual language, and a sense of arrogance of personal opinion above evidence-based conclusions makes this read more like a conversation of the unmarried “cool“ uncle has in trying to relate to his millennial nephew, bragging about his accomplishments. ( )
  jc03 | Oct 31, 2022 |
The Publisher Says: The acclaimed NYU business professor's tour-de-force on the true nature of technology's titans, and what happens next in their struggle to dominate our lives.

Apple, Amazon, Google, and Facebook are in an unprecedented race towards a $1 trillion valuation—and whoever gets there first will exert untold influence over our economy, public policy, and consumer behavior. How did these four become so successful? How high can they continue to rise? Does any other company stand a chance of competing?

To these questions and more, acclaimed NYU / Stern professor Scott Galloway brings bracing answers. In his highly provocative first book, he pulls back the curtain on exactly how Amazon, Apple, Facebook, and Google built their massive empires. While the media spins tales about superior products and designs, and the power of technological innovation, Galloway exposes the truth about these "Four Horsemen":
- None of these four are first movers technologically; they've either copied, stolen, or acquired their ideas.
- Each company uses evolutionary psychology to appeal to our basest instincts: Amazon, our need to hunt and gather; Apple, our need to procreate; Facebook, our need for love; and Google, our need for a God.
- These companies are uniquely successful at leveraging competitive advantage built by digital and then protected by analog moats, from an empire of retail stores (Apple) to the world's most efficient physical distribution network (Amazon.)


Through analysis that's both rigorous and entertaining, Galloway outlines the path for the next trillion-dollar company (the Fifth Horseman) and points to which companies are in the running. (Uber, sure; less obvious, Microsoft and Starbucks.) As with Peter Thiel's Zero to One, readers will come away with fresh, game-changing insights about what it takes to win in today's economy.

I RECEIVED A DRC FROM THE PUBLISHER VIA NETGALLEY. THANK YOU.

My Review
: There is no spectacle more repugnant, even repulsive, than naked greed being slaked without shame or even modesty. That is where we are now, as a society, in large part because these four corporations have enabled this behavior in their minions as well as demonstrated it in themselves. A trillion-dollar valuation as a business? It's the avowed goal of all four of these metastatic money pits.

Go watch this explainer on the difference between a million somethings and a billion somethings. It's sobering. Even chilling. And a trillion is yet another order of magnitude greater!

Now think about what this represents...what staggering greed it represents to pursue this goal of creating that much excess at the expense of any and all other goals or principles. Author Galloway has done that thinking. He does not like the principles The Four have utterly abandoned, flouted, or subverted. It is incredible to me that this naked greed, this pathology of psychological orientation, is so celebrated. To the point that the business news cycles are dominated by the horse-race between these bloated-bank-account barons of bad business practice.

I confess that Author Galloway isn't a cicerone I enjoyed being led by. I suspect I'd deeply dislike him if we met in person because he is, while intelligent and savvy, nowhere near as witty or insightful as he seems to think he is. He's boastful and he's arrogant. What he isn't is wrong. He is quite clear that the way these corporate scum (my term, not his) are in fact harming the very economy that they rely on for their income. In the end, that will be their challenge and he (like me) is dubious about their ability to change their course: Change, or die in a welter of your own hemorrhaging money.

Schadenfreude leads me to laugh a hearty bray of triumph. Except I won't fail to suffer in their gargantuan collapse.

On Wednesday, 29 July 2020, and days forward, the four horse-manuremen of the datapocalypse will testify before Congress about their insane, untrammeled greed and its deleterious effect on Society. I presupposed a more condign end result of the hearing here because I am under no obligation to hide my own opinion of these nauseating monopolists...but now, in May 2022, Congress is looking beadily at them again with an eye to figuring out how much their greed has fueled our present 8%-plus annual rate of inflation. ( )
  richardderus | May 22, 2022 |
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» Aggiungi altri autori (4 potenziali)

Nome dell'autoreRuoloTipo di autoreOpera?Stato
Scott Gallowayautore primariotutte le edizionicalcolato
Clercq, Anne-Sophie deTraduttoreautore secondarioalcune edizioniconfermato
Gerlier JérémieTraduttoreautore secondarioalcune edizioniconfermato
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Business. Technology. Nonfiction. HTML:NEW YORK TIMES BESTSELLER
USA TODAY 
BESTSELLER

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 u

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