The Four: The Hidden DNA of Amazon, Apple, Facebook, and Google by Scott Galloway. Scott is a Professor of Marketing at the New York University Stern School of Business. He led startups at Prophet, Red Envelope and L2, which was acquired by Gartner.
Scott has also served on the boards of media companies including The New York Times, Dex Media, Advanstar, Gateway, Urban Outfitters and Eddie Bauer. He joined the faculty of NYU’s Stern School of Business in 2014.
So Amazon, Apple, Facebook, and Google are deemed by Scott as the Four Horsemen. The data Scott provides is rich at the time of publication. It would be well worth hit time to release a second edition: The Four Horsemen of the Pandemic, as their metrics will be even more amazing to understand how they have grown from 2017. This is amazingly, just four years from the release as well.
Throughout the book Scott addresses his move from private business to teaching at NYU, where the cost of education is $500 per minute.
While reading Scott’s book at the close of 2021, the omicron variant is surging and according to Scott in 2017 their reach (and profits) should be soaring to new gigantic heights.
Surprisingly, Scott not only portions each company in the marketplace they dominate, but also how they are now digging in to complete with one another.