Wielka czwórka. Ukryte DNA: Amazon, Apple, Facebook i Google
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- Create Date：2021-06-19 09:57:01
- Update Date：2025-09-07
- Status：finish
- Author：Scott Galloway
- ISBN：8380623258
- Environment：PC/Android/iPhone/iPad/Kindle
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Summary
Amazon， Apple， Facebook i Google to najbardziej wpływowe firmy na świecie。
Prawie każdy uważa， że wie， jak osiągnęły taką pozycję。
Prawie każdy się myli。
Scott Galloway zadaje fundamentalne pytania: jak wielka czwórka infiltruje nasze życie， że nie sposób jej pominąć ani zbojkotować？ Dlaczego rynek i ludzie wybaczają jej grzechy， które pogrążyłyby inne firmy？ I czy ktokolwiek jest w stanie się jej przeciwstawić？ Ujawnia skrzętnie skrywane strategie wielkiej czwórki i to， jak sprawnie manipuluje ona naszymi podstawowymi potrzebami emocjonalnymi。 Pokazuje też， jak wykorzystać wiedzę o niej we własnej drodze na szczyt， bo bez względu na to， czy chce się być dla wielkiej czwórki konkurencją， partnerem w biznesie czy tylko żyć w zdominowanym przez nią świecie， trzeba ją zrozumieć。
Prawie każdy uważa， że wie， jak osiągnęły taką pozycję。
Prawie każdy się myli。
Scott Galloway zadaje fundamentalne pytania: jak wielka czwórka infiltruje nasze życie， że nie sposób jej pominąć ani zbojkotować？ Dlaczego rynek i ludzie wybaczają jej grzechy， które pogrążyłyby inne firmy？ I czy ktokolwiek jest w stanie się jej przeciwstawić？ Ujawnia skrzętnie skrywane strategie wielkiej czwórki i to， jak sprawnie manipuluje ona naszymi podstawowymi potrzebami emocjonalnymi。 Pokazuje też， jak wykorzystać wiedzę o niej we własnej drodze na szczyt， bo bez względu na to， czy chce się być dla wielkiej czwórki konkurencją， partnerem w biznesie czy tylko żyć w zdominowanym przez nią świecie， trzeba ją zrozumieć。
Reviews
Anjar Priandoyo
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I did not really like the business books。 Its just too complicated， and it is very dangerous to see it from only single point of view。
Marycarmen Knox
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Are we being completely manipulated in all our thoughts and actions？Scott Galloway explains how the four giants of the internet manage the economy via search engines， social media， platforms， and ecommerce。
Caroline Turner
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Would love to read an updated version of this post-pandemic。 As always， sassy direct and critical。 I enjoy reading Galloway， a capitalist with a conscience。
Vwede Oh
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An interesting insight into the business world of the Big Four。
Lanre Dahunsi
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The FourThe 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 Four are The FourThe 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 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。”AmazonFORTY-FOUR PERCENT OF U。S。 HOUSEHOLDS have a gun， and 52 percent have Amazon Prime。 Wealthy households are more likely to have Amazon Prime than a landline phone。 Half of all online growth and 21 percent of retail growth in the United States in 2016 could be attributed to Amazon。 When in a brick-and-mortar store， one in four consumers check user reviews on Amazon before purchasing。“Of the ten biggest retailers in 1990， only two remain on the list in 2016。 Amazon， born in 1994， registered more revenue after twenty-two years in 2016 （$120 billion） than Walmart， founded in 1962， did after thirty-five years in 1997 （$112 billion）。“Amazon Marketplace now accounts for $40 billion， or 40 percent， of Amazon’s sales。 Sellers， content with the massive customer flow， feel no compulsion to invest in retail channels of their own。 Meanwhile， Amazon gets the data and can enter any business （begin selling products themselves） the moment a category becomes attractive。The need for stuff is real: stuff keeps us warm and safe。 It allows us to store and prepare food。 It helps us attract mates and care for our offspring。 And easy stuff is the best stuff because it consumes less energy and gives you time to do other important things。Amazon now offers everything you need， before you need it， delivered in an hour to the 500 million wealthiest households on the planet。 Every consumer firm can pay a toll to access an infrastructure less expensive to rent from Amazon than to build itself。 Nobody has the scale， trust， cheap capital， or robots to compete。 This is all supported by an annual payment that includes all sorts of fun stuff: movies， music， and livestreams of NFL games。 My bet is Amazon buys the rights to broadcast March Madness or the Super Bowl to juice their Prime membership 。 。 。 as they can。Race to a TrillionThe circle is now complete。 Amazon now has all the pieces in place for zero-click ordering—AI， purchase history， warehouses within twenty miles of 45 percent of the U。S。 population， millions of SKUs， voice receptors in the wealthiest American households （Alexa）， ownership of the largest cloud/big data service， 460 （soon thousands） brick-and-mortar stores， and the world’s most trusted consumer brand。“That is why Amazon will be the first $1 trillion market cap company。”AppleIn the first decade of the twenty-first century， following Jobs’s return to Apple， the company embarked on the greatest run of innovation in business history。 In those ten years， Apple introduced one earth-shaking， 100-billion-dollar， category-creating new product or service after another。 The iPod， iTunes/Apple Store， iPhone， and iPad 。 。 。 there has never been anything like it。“In the first quarter of 2015， the iPhone accounted for only 18。3 percent of the smartphones shipped globally， but 92 percent of the industry’s profits。”Steve Jobs’s decision to transition from a tech to a luxury brand is one of the most consequential—and value-creating—insights in business history。 Technology firms can scale， but they are rarely timeless。 On the other hand， Chanel will outlive Cisco， and Gucci will witness the meteor that sets Google on a path to extinction。 Of the Four Horsemen， Apple has by far the best genetics and， I believe， the greatest chance of seeing the twenty-second century。 Keep in mind， Apple is the only firm among the Four Horsemen， at least for now， that has thrived post the original founder and management team。“The cocktail of low-cost product and premium prices has landed Apple with a cash pile greater than the GDP of Denmark， the Russian stock market， and the market cap of Boeing， Airbus， and Nike combined。”The success of single companies like Apple can hollow out entire markets， even regions。 The iPhone debuted in 2007， and devastated Motorola and Nokia。 Together they have shed 100，000 jobs。 Nokia， at its peak， represented 30 percent of Finland’s GDP and paid almost a quarter of all of that country’s corporate taxes。 Russia may have rolled tanks into Finland in 1939， but Apple’s 2007 commercial invasion also levied substantial economic damage。 Nokia’s fall pummeled the entire economy of Finland。If you look to the history of Apple and the rest of the Four， each started in a separate business。 Apple was a machine， Amazon a store， Google a search engine， and Facebook a social network。The four giants have moved inexorably into each other’s turf。 At least two or three of them now compete in each other’s markets， whether it’s advertising， music， books， movies， social networks， cell phones—or lately， autonomous vehicles。 But Apple stands alone as a luxury brand。 FacebookThere are 1。4 billion Chinese， 1。3 billion Catholics， and 17 million people who endure Disney World each year。 Facebook， Inc。， on the other hand， has a meaningful relationship with 2 billion people。 Granted， there are 3。5 billion soccer fans， but that beautiful game has taken more than 150 years to get half the planet engaged。 The company owns three of the five platforms that rocketed to 100 million users the fastest: Facebook， WhatsApp， and Instagram。You dedicate thirty-five minutes of each of your days to Facebook。 Combined with its other properties， Instagram and WhatsApp， that number jumps to fifty minutes。 People spend more time on the platform than any behavior outside of family， work， or sleep。Powered by its mobile app， Facebook is now the world’s biggest seller of display advertising—an extraordinary achievement， given Google’s brilliant theft of advertising revenues from traditional media just a few years ago。News feed visibility is based on four basic variables—creator， popularity， type of post， and date—plus its own ad algorithm。Your Facebook self is an airbrushed image of you and your life， with soft lighting and a layer of Vaseline smeared across the lens。 Facebook is a platform for strutting and preening。 Users post about peak experiences， moments they want to remember， and be remembered by—their weekend in Paris or great seats at Hamilton。 Few people post pictures of their divorce papers or how tired they look on a Thursday。 Users are curators。However， the camera operator， Facebook， isn’t fooled。 It sees the truth—as do its advertisers。 This is what makes the company so powerful。 The side that faces us， Facebook’s users， is the bait to get us to surrender our real selves。In 2017， one in six people on the planet are on Facebook each day。14 Users indicate who they are （gender， location， age， education， friends）， what they are doing， what they like， and what they are planning to do today and in the near future。GoogleGoogle has become the nerve center of our shared prosthetic brain。 It dominates the knowledge industry the way Walmart and Amazon， respectively， rule offline and online retail。 And it certainly doesn’t hurt that when Google reaches into our pockets， it’s mostly for pennies， nickels， and dimes。 It’s the antithesis of a luxury company—it’s available to everyone， anywhere， whether they are rich or poor， genius or slow。 We don’t care how big and dominant Google has become， because our experience of it is small， intimate， and personal。“Google not only sees you coming， but sees where you’re going。 ”And if it turns those pennies into tens of billions of revenue， and hundreds of billions in shareholder value， we aren’t resentful—as long as it gives us answers and makes our brains seem smarter。 It is the winner， and its shareholder benefit stems from the brain’s winner-take-all economy。 Google gives the consumer the best answer， for less， more quickly than any organization in history。 The brain can’t help but love Google。“If Google represents the brain， Amazon is a link between the brain and our acquisitive fingers—our hunter-gatherer instinct to acquire more stuff。”Business and the BodyFrom the perspective of evolutionary psychology， all successful businesses appeal to one of three areas of the body—the brain， the heart， or the genitals。 Each is tasked with a different aspect of survival。 For anyone leading a company， knowing which realm you play in—that is， which organ you inspire—dictates business strategy and outcomes。The T AlgorithmWhile history may not repeat itself， it does rhyme， as Mark Twain purportedly said。 Among the Four， these eight factors are prevalent: product differentiation， visionary capital， global reach， likability， vertical integration， AI， accelerant， and geography。Follow your Talent“People who tell you to follow your passion are already rich。“Don’t follow your passion， follow your talent。 Determine what you are good at （early）， and commit to becoming great at it。 You don’t have to love it， just don’t hate it。 If practice takes you from good to great， the recognition and compensation you will command will make you start to love it。 And， ultimately， you will be able to shape your career and your specialty to focus on the aspects you enjoy the most。 And if not—make good money and then go follow your passion。 No kid dreams of being a tax accountant。 However， the best tax accountants on the planet fly first class and marry people better looking than themselves—both things they are likely to be passionate about。 。。。more
Teresa
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A little outdated， but good analysis up to the time when it's written。 A little outdated， but good analysis up to the time when it's written。 。。。more
J
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The Four is an analysis of modern firms which have transcended into marketplace superpowers with the ability to source enormous capital， attract the very best and brightest， and even overpower the law。 The author employs simple and concise language which makes the work remarkably accessible and explains exactly enough to communicate a substantial message without bombarding the reader with details or losing the main subject。 Finally， the work is built as a logical narrative which follows a setup， The Four is an analysis of modern firms which have transcended into marketplace superpowers with the ability to source enormous capital， attract the very best and brightest， and even overpower the law。 The author employs simple and concise language which makes the work remarkably accessible and explains exactly enough to communicate a substantial message without bombarding the reader with details or losing the main subject。 Finally， the work is built as a logical narrative which follows a setup， definition of principles， an investigation， and concludes with a significant （if incredibly vague） call to action。The Four loses a star for the commentary the author makes about how the "four" should invest their capital。 The author's certainty that his plan for investment would lead to prosperity （and is the morally righteous course of action） comes across as arrogant。I would recommend The Four to anyone interested in business or entrepreneurship as the author does center on the "four" but also provides several strategies for success which can be applied universally。Quotes I found Thought-Provoking:"There are precious few places in the world and times in our life when we are put in the simultaneous presence of eager and bright young minds， brilliant thinkers， and the luxury of time to mature and generally ponder the opportunities set forth by the universe。" （p。224）"To invent you have to experiment， and if you know in advance that it's going to work， it's not an experiment。"（p。 37） （Quoting Jeff Bezos） 。。。more
Blake Brashear
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These four companies own pretty much everything we do on the internet。 Reading this combined with the "Social Dilemma" and you begin to understand the incessant need for profits at all costs。 This book goes into the history of each company a little bit， but really expands on what these companies do best and how they got to where they are now。 How they're affecting our everyday lives and somehow they're still not under anti-trust laws。。。。 oh that's right they all have the best lobbyists money can These four companies own pretty much everything we do on the internet。 Reading this combined with the "Social Dilemma" and you begin to understand the incessant need for profits at all costs。 This book goes into the history of each company a little bit， but really expands on what these companies do best and how they got to where they are now。 How they're affecting our everyday lives and somehow they're still not under anti-trust laws。。。。 oh that's right they all have the best lobbyists money can buy。 Don't get me wrong， I love all of these companies and use them all literally daily， but I also understand the influence they have over everything。 Good listen， but not so overly in depth and boring as to be a slog to get through。 。。。more
Roman Safronov
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I've read this book right after "Good to Great"， and in short this book feels like "Good to Great" study applied to "the four"。 Author is even using "good to great" language here and there。 I've read this book right after "Good to Great"， and in short this book feels like "Good to Great" study applied to "the four"。 Author is even using "good to great" language here and there。 。。。more
Amy
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Ganz okay， mit einigen interessanten Informationen， aber dennoch etwas platt und nicht sehr wissenschaftlich。Der Autor ist etwas sehr auf sich selbst bedacht und hat das Buch eher geschrieben， um sich zu profilieren。Wenn man sich absolut nicht mit dem Thema auskennt erhält man ein paar gute Einblicke und erfährt mehr darüber nach welchen Prinzipienerfolgreiche Firmen， wie die Big Four überdauern， aber mehr auch nicht。 Nicht viel kreativer Kontext， der zum Nachdenken anregt， außer vllt sein Gedan Ganz okay， mit einigen interessanten Informationen， aber dennoch etwas platt und nicht sehr wissenschaftlich。Der Autor ist etwas sehr auf sich selbst bedacht und hat das Buch eher geschrieben， um sich zu profilieren。Wenn man sich absolut nicht mit dem Thema auskennt erhält man ein paar gute Einblicke und erfährt mehr darüber nach welchen Prinzipienerfolgreiche Firmen， wie die Big Four überdauern， aber mehr auch nicht。 Nicht viel kreativer Kontext， der zum Nachdenken anregt， außer vllt sein Gedanken zum Bildungssystem。 Ein Buch， dass Galloway in seiner Buissnes Bubble geschrieben hat und da auch nicht ausgetreten ist。 。。。more
Angela
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Scott Galloway entertains， enlightens and educates all at once。 Great insight to the big Four and also to our world as it evolves。 Thank you
S Singpho
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Thoroughly researched book on the rise， expanse of reigning kings in the commercial world i。e。 Amazon， Apple， Facebook and Google。 Great read！
John M
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This was an intriguing read。 I appreciated the author's dive into the background and history of the Four Horsemen: Amazon， Apple， Facebook， and Google。 The author is pretentious。 A lot of his writing is self-serving。 There is definitely a tone of "professor lecturing" in places in this book。 However， the author is very successful in getting the reader to consider deeper implications of the business doings of these four companies。 Overall， not really an entertaining book， but definitely an intere This was an intriguing read。 I appreciated the author's dive into the background and history of the Four Horsemen: Amazon， Apple， Facebook， and Google。 The author is pretentious。 A lot of his writing is self-serving。 There is definitely a tone of "professor lecturing" in places in this book。 However， the author is very successful in getting the reader to consider deeper implications of the business doings of these four companies。 Overall， not really an entertaining book， but definitely an interesting book。 。。。more
Oana Mihaela
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Overall a good book， very informative。 I will never see Amazon the same。The only thing that bothered me was the fact that Galloway was subjective and showed his emotions， mostly his frustrations， toward these brands。
Doreenandy
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I could not finish the book， it is repetitive and hard to find new concepts or ideas。
Jeffrey Lambert
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I'd rather not spend any more time thinking about this book than I already have。 There is no secret DNA。 Its really just 130 pages of trash talking these companies and then 50 pages on how to live your life。 Hard pass。 In fact I just upgraded my other one star reviews to two stars cause I felt bad putting them in the same category as this book。 I'd rather not spend any more time thinking about this book than I already have。 There is no secret DNA。 Its really just 130 pages of trash talking these companies and then 50 pages on how to live your life。 Hard pass。 In fact I just upgraded my other one star reviews to two stars cause I felt bad putting them in the same category as this book。 。。。more
Rutvi Thakkar
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This book gives consolidated insights on the big 4 tech companies。 It's a must read for professionals working in the digital era。 Highly informative。 This book gives consolidated insights on the big 4 tech companies。 It's a must read for professionals working in the digital era。 Highly informative。 。。。more
Menachem
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Truly an insightful and thought-provoking book that will expose you to the inner workings of modern business in silicon valley
Irina
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Interesting。 I think that we really don't have an accurate idea on how much the big four （Thats Facebook， google， apple and Amazon， the later the owner of this website） influence our lives。 I'm writing a review of a book I bought on Amazon in a website owned by Amazon。 That is just an example。 We like ease so we choose to login， on the websites that allow it， using our google or facebook accounts。 So the question is， how much more are we willing to sacrifice in the name of ease and free 1-day sh Interesting。 I think that we really don't have an accurate idea on how much the big four （Thats Facebook， google， apple and Amazon， the later the owner of this website） influence our lives。 I'm writing a review of a book I bought on Amazon in a website owned by Amazon。 That is just an example。 We like ease so we choose to login， on the websites that allow it， using our google or facebook accounts。 So the question is， how much more are we willing to sacrifice in the name of ease and free 1-day shipping？ I think a lot。 。。。more
Jenn
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Couldn’t do it。 Too many books I’d rather read。 Not terrible， but not my cup of tea。 Would love a TLDR！
Matt Cordas
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A focus on Facebook， Google， Amazon and Apple - how they’ve gained transaction and whether they should break-up into smaller non-monopolies。
Robert Hernandez
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I decided to look into Scott Galloway b/c I became aware of the podcast Pivot。 Little did I know I actually seen his book in the bookstore， and he was talked about in the Motley Fool Podcast for his Happiness Book， but how his voice comes out in this book and the podcast def shows that this man has so many version of himself。 Yes it does talk about Amazon Apple Facebook and Google， but more like how they influenced Scott’s world， which is the business world。 He lives and breaths capitalism， and I decided to look into Scott Galloway b/c I became aware of the podcast Pivot。 Little did I know I actually seen his book in the bookstore， and he was talked about in the Motley Fool Podcast for his Happiness Book， but how his voice comes out in this book and the podcast def shows that this man has so many version of himself。 Yes it does talk about Amazon Apple Facebook and Google， but more like how they influenced Scott’s world， which is the business world。 He lives and breaths capitalism， and he sees how the education system， the government system， and the stock market all become aroused and co-dependent on these giants， and how they became to be。 This covers the five chapters， where then we go what is the influence， how other companies can be there， his “T”algorithm（I believe to which company can become a Trillion in Market Cap（spoilers， this was written in 2017） and how our primal instincts of mating all bring us needing these companies。 At times， its a history lesson of the giant industries prior to the 4， at times it feels very Darwinistic（which doesn’t sit too well on my mind， although it has merits here and there b/c of the damn ad industry）， and a good point of lords and serfs b/c these huge companies have fewer people employed with high wealth， which does have wealth inequality。 It touches a lot of piece and in the middle I was confused where he wanted to drive this story after explaining the four， but I believe the target audience is how to become the “5th horseman” as well as for policy makers to understand why are these companies as strong as today and should you care。 Impressive notes， but still some stuff comes off a bit tasteless。 Maybe because where we are at in society is a bit of the same。 。。。more
Fernando Bacchin
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O começo é interessante。。。os 4 capitulos sobre as 4 empresas também trazem reflexões legais。。。Os capítulos finais são desinteressantes e desnecessários。。。。tem um capítulo que parece dicas de carreira。。。totalmente fora de contexto
Hocmarketingcet
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good
Piyush Pathak
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I will start by saying I have a very limited business/finance/technology background， and if you do this review may not apply to you。 As a layperson， I found this book incredibly insightful。 The author presents thoughts in a clear， concise， and often humorous way， and has substantial personal experience as the previous founder/boardmember of several companies and a professor at NYU Stern。 In terms of content， the book takes a deep dive into the four tech giants that shape our world and how they g I will start by saying I have a very limited business/finance/technology background， and if you do this review may not apply to you。 As a layperson， I found this book incredibly insightful。 The author presents thoughts in a clear， concise， and often humorous way， and has substantial personal experience as the previous founder/boardmember of several companies and a professor at NYU Stern。 In terms of content， the book takes a deep dive into the four tech giants that shape our world and how they got where they are， as well as the profound implications to practically all of humanity from a financial， social， and even political standpoint。 There are somewhat tangential chapters where the author gives his own thoughts/advice on a number of topics from personal finance to general life advice that are perhaps even more valuable。 。。。more
Frederico Carvalho
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Achei o livro muito interessante sobre o poder e o impacto das grandes empresas de tecnologia - Apple， Facebook， Google， Amazon。 Foi uma lufada de bom conteúdo， com análise， dados precisos， críticos e pragmáticos。Com uma escrita irreverente， Galloway afasta-se do discurso banal dos livros de negócios e da narrativa promocional das empresas， para fazer perguntas relevantes sobre o futuro da sociedade， onde o imenso poder da big tech é inevitável。4 estrelas seria uma pontuação sólida， mas acho-o m Achei o livro muito interessante sobre o poder e o impacto das grandes empresas de tecnologia - Apple， Facebook， Google， Amazon。 Foi uma lufada de bom conteúdo， com análise， dados precisos， críticos e pragmáticos。Com uma escrita irreverente， Galloway afasta-se do discurso banal dos livros de negócios e da narrativa promocional das empresas， para fazer perguntas relevantes sobre o futuro da sociedade， onde o imenso poder da big tech é inevitável。4 estrelas seria uma pontuação sólida， mas acho-o merecedor da nota máxima， pela acutilância do tema。 。。。more
Jorel T
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Engaging。 Provocative。 Informative。 Galloway sheds light on the Four Horseman: Apple， Facebook， Amazon and Google。 Book highlights how the companies affect our everyday lives， destroy their competitors， while paying little to no taxes。 Near the end of the book Galloway poses a good question， will there ever be a 5th Horseman that coexists with the other four？ Possibly。 But know that ‘Big Tech’ is here to stay！
Durgesh Pawar
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Honest， Candid， Informative， to the point （No Bullsh*t）， real （Natural）， No politically correct information just a correct information。
Milan Kamilya
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Scott Galloway has explained the four-horsemen companies and their operations。 How these companies become giant in their respective areas and their continue competition to expand in the new market segment。 I recommend this book for upcoming entrepreneurs and employees who will build such unicorn companies。
Allie Cheatham
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